Green Buying Behavior Using Theory of TPB in Online Shop in Medan City
Awareness of environmental responsibility in order to build a sustainable business makes marketers realize the importance of nurturing green consumers. The community now realizes the importance of green purchasing behavior in order to realize responsible behavior to preserve the environment. In this new normal era, people also purchase green products online. The research uses the TPB (Theory of Planned Behavior) theory proposed by Ajzen. This study discusses how the behavior of green online shop consumers in Medan city. The variables in this study are green consumer behavior. variable attitude, subjective norm and perceived behavior control. In the new normal era, the questionnaire was distributed and answered via google form to 100 respondents. From the processing of multiple linear regression analysis, it was found that the variable attitude and subjective norm had a positive and significant effect on green consumer behavior, and the variable perceived behavior control had no effect on green consumer behavior on online shops in Medan.
 Bhutto, Muhammad Yaseen; Zeng, Fue; Soomro, Yasir Ali; Khan, Mussadiq Ali Young Chinese consumer decision making in buying green products: An application of theory of planned behavior with gender and price transparency. Pakistan Journal of Commerce and Social Sciences.Vol.13, Iss.3.ISSN 2309-8619.
 Chen, A., & Peng, N. (2012).Green hotel knowledge and tourists’ staying behavior.Annals of Tourism Research, 39(4), 2211– 2216. http://doi.org/10.1016/j.annals.
 D'Souza, C., Taghian, M., Lamb, P., &Peretiatkos, R. (2006). Green Products and Corporate Strategy: An Empirical Investigation", Society and Business Review, 1(2), 144-157.
 Fishbein, M, &Ajzen, I.1975. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research, Reading, MA: Addison-Wesley.
 Kim, Y., & Han, H. (2010). Intention to pay conventional-hotel prices at a green hotel–amodification of the theory of planned behavior. Journal of Sustainable Tourism, 18(8), 997-1014.
 Krueger, N. and Carsrud, A. (1993). Entrepreneurial intentions: applying the theory of plannedbehavior. Entrepreneurship and Regional Development. Vol. 5, pp. 315-30.
 Kumar, B. (2012). Theory of Planned Behaviour Approach to Understand the Purchasing Behaviour for Environmentally Sustainable Products.Working paper.
 Leonard, M.,Graham,S.,Bonacum.,D.,2004.Thehumanfactor:thecriticalim- portance of effective team work and communication inproviding safe care. Qual. Saf.Health Care13,85–90.
 Maichun, K.,Surakiat P, and Ke-Chung.,P.(2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai Consumer.Journal of sustainability.
 Mills, Rebecca M. Ag. 2012. What It Means to Go Green: Reduce, Reuse, Repurpose, and Recycle. Logan, Utah State University.
 Moisander, J., &Pesonen, S. (2002). Narratives of Sustainable Ways of living: Constructing The Self and The Other As A Green Consumer. Journal Management Decision, 40(4), 329-342. Vol. 17 Nomor 2, Mei (2018) 101 Management Decision, 40(4), 329-342.
 Scypa, P. (2006). Lingkunganpemasarandanpovedeniepotrebitelskoe/Russian Markets. EkonomidanManajemen: Current Issues and Perspectives, 2 (7), 156-159
 Shabani, Nazanin, Mohboobeh, Ashoori, Mohammad, Taghinejad, HamedBeyrami, and Marjan N. Fekri. 2013. The Study of Green Consumers’ Characteristics and Available Green Sectoris in The Market. International Research Journal of Applied and basic Science.ScienceExplorer.Pubication.
 Speer, M. (2011, December 9). What is a Green Product? Retrieved July 28, 2020, from http://www.isustainableearth.com/green-products/what-is-a-green-product
Copyright (c) 2021 International Journal of Science, Technology & Management
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.