The Effect of Attitude, Subjective Norms, Perceived Behavioral Control, and Environmental Awareness on Corkcicle Tumbler Purchase Intention (A Study on Generation Z in Jakarta)
DOI:
https://doi.org/10.66755/belacoss.v2i3.157Keywords:
Attitude, Environmental Awareness, Purchase Intention, Perceived Behavioral Control, Subjective NormsAbstract
This study aims to determine the influence of attitude, subjective norms, perceived behavioral control, and environmental awareness on the purchase intention of the Corkcicle brand tumbler among Generation Z in Jakarta. The background of this study is based on the increasing awareness of the importance of an environmentally friendly lifestyle among the younger generation. This study uses a quantitative approach with the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to analyze data collected from 150 respondents through an online questionnaire. The independent variables in this study are attitude, subjective norms, perceived behavioral control, and environmental awareness, while the dependent variable is purchase intention. The results of the analysis show that attitude, subjective norms, perceived behavioral control, and environmental awareness have a positive and significant effect on the purchase intention of the Corkcicle tumbler.
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