Title: The Influence of Green Value and Functional Value on Attitude Toward Green Products and Purchase Intention and the Role of Moderating Variables of Perceived Behavioral Control of Male Consumers on Green Skin Care Products
Author: Masfi'atun Nikmah
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
This research aims to determine the influence of green value and functional value on attitudes toward green products and purchase intention as well as the moderating role of perceived behavioral control in purchasing green skin care. This research 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 was by questionnaire and the analysis technique used was SEM with the help of SmartPLS 3.0 software. The research results state that the influence of green value on attitude and purchase intention is significantly positive. The functional value variable for attitude has a significant positive result, but the functional value for purchase intention has negative and insignificant results. The moderating role of the perceived behavioral control variable between attitude and purchase intention is positive and not significant. So the conclusion of this research is that from six hypotheses, there are two hypotheses that have insignificant results.
Keywords: Green Value, Functional Value, Attitude, Perceived Behavioral Control
