Exploring the Influence of Perceived Behavioral Control and Attitudes on Green Product Adoption TPB-Based Study in Yogyakarta

Abstract

This study was conducted to determine the adoption behavior of consumers in Yogyakarta in relation to environmentally friendly products. This study aims to address the gaps in previous research as well as to determine how the variables of Consumer Attitude and Perceived Behavioral Control affect consumers' environmentally friendly Adoption Behavior directly or through mediating variables. This research was conducted through a quantitative approach, utilizing Google Forms questionnaires distributed through social media for primary data collection. The data analysis technique used is path analysis with the smart PLS 3.0 analysis tool and purposive sampling technique because this research has certain criteria. The data used in this study are Perceived Behavioral Control, Adoption Behavior, and Consumer Attitude. The results showed that Perceived Behavioral Control has a significant and positive effect on Adoption Behavior and Consumer Attitude. In addition, Consumer Attitude also has a significant effect on Adoption Behavior, and Consumer Attitude acts as a significant mediator between Perceived Behavioral Control and Adoption Behavior.