The Influence of Green Value and Functional Value on Attitude Toward Green Products and Purchase Intentions and the Role of Moderating Variables Perceived Behavioral Control of Male Consumers on Green Skin Care Products
Amount: The Influence of Green Value and Functional Value on Attitude Toward Green Products and Purchase Intentions and the Role of Moderating Variables Perceived Behavioral Control of Male Consumers on Green Skin Care Products
Author: Masfi'atun Nikmah
Item Type: Thesis
Memberships: Master of Management Science Study Program, Faculty of Economics and Business, Airlangga University, Surabaya, Indonesia
Publisher: Airlangga University
Abstract
This study aims to determine the effect of green value and functional value on attitudes toward green products and purchase intention and the moderating role of perceived behavioral control in purchasing green skin care. This study uses a quantitative approach with purposive sampling technique as a data collection technique on 170 male respondents who use skin care. The data collection method using questionnaires and the analytical technique used is SEM with the help of SmartPLS 3.0 software. The results of the study stated that the effect of green value on attitude and purchase intention was significant positive. The functional value variable on attitude has a significant positive result, but the functional value on purchase intention has a negative and insignificant result. The moderating role of perceived behavioral control variables between attitude and purchase intention is positive and not significant. So the conclusion of this study from the six hypotheses, there are two hypotheses that have insignificant results.
Keywords : Green Value, Functional Value, Attitude, Perceived Behavioral Control
