Purchase Intention Towards Green Product (An Application of Theory of Planned Behaviour on Purchasing Organic Vegetable and Fruit Products in Surakarta )
Though the intention for purchasing green product especially in Surakarta is not yet clearly understood, the purpose of this research is to analysis the purchase intention towards green product by using Theory of Planned Behavior on purchasing organic vegetables and fruits in Surakarta. This study employed a quantitative research to test the relationship between attitude, subjective norm and perceived behavioural control towards the intention of purchasing green products. Using a 13-item questionnaire and purposive sampling method, the data were collected from 105 citizens in Surakarta. The data were analysed using multiple linear regression test. T-test was used to test the proposed hypothesis. The results show that attitude demonstrates insignificant effect on purchase intention. The results also witness that subjective norm and perceived behavioural control have a significant effect on purchase intention
