Attitude analysis in the theory of planned behavior: green marketing against the intention to buy environmentally friendly products

Abstract

The main concern of the Theory of Planned Behavior (TPB) is on one’s intention to do something because the intention is an intermediate variable that causes behavior from an attitude or other variables. Some things that need to be considered regarding consumer intentions in carrying out the purchase intention of green products in Baubau City, namely the intention as an intermediary for motivational factors that have an impact on the behavior of the benefits of green products. The intention is to show how much effort a person has planned to do because the presence of green food products is one of the good alternatives to prevent global warming that is happening at this time. The intention is closest to the next behavior. TPB included influences that might arise from perceived behavioral control to achieve behavioral goals.