Pengaruh Sikap, Norma Subjektif, Kontrol Perilaku Persepsian, Environmental Concern dan Environmental Awareness Terhadap Niat Beli Minyak Goreng Sawit di Kota Medan

Abstract

The growth of environmental awareness and sustainable consumer behavior has become an important issue in recent years. Medan City, as the third largest city in Indonesia, where cooking oil consumption is an integral part of people's daily lives. However, the production and use of cooking oil also have a significant impact on the environment. This study aims to determine how consumer behavior towards purchasing intentions of environmentally friendly palm cooking oil using the Theory of Planned Behavior. The analysis method used is Partial Least Square - Structural Equation Modeling (PLS-SEM) using the SmartPLS version 4 application and the sampling technique by judgment sampling consisting of 100 respondents. The results of this study indicate that Environmental Awareness is the most significant influence on consumer Purchase Intentions for environmentally friendly palm cooking oil products. Furthermore, followed by Perceived Behavioral Control and Subjective Norms which have a positive and significant effect on Purchase Intentions for environmentally friendly palm cooking oil. Meanwhile, Attitude and Environmental Concern do not have a significant effect on Purchase Intentions for environmentally friendly palm cooking oil in Medan City.