Application of the Theory of Planned Behavior Extension Model to Investigate the Purchase Intention of AC Inverter Products
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Chitra Annisa Ramadhaningtyas*
Vina Gabriella Saragih
Deddy Ray Girsang
M. A. Jaya Damanik
The main objective of this research is to investigate how the Theory of Planned Behavior (TPB) can be applied to forecast the likelihood of consumers buying AC Inverter products. It investigates the influence of environmental concern, environmental knowledge, attitude toward green product purchase, subjective norms, and perceived behavioral control in predicting the purchase intention of AC Inverter products in Indonesia. Using purposive sampling, data from 216 respondents collected through an online questionnaire were analyzed using Partial Least Squares - Structural Equation Modeling (PLS-SEM). The findings indicate that caring about the environment and being informed about environmental issues play a key role in shaping attitudes towards buying eco-friendly products, as well as opinions of others and confidence in making sustainable choices. The research also indicates that attitudes towards eco-friendly purchases and social influences impact the desire to buy AC Inverter products. Additionally, factors such as concern for the environment, knowledge about environmental issues, and perception of personal control do not greatly impact the decision to purchase AC Inverter products.
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