THE INFLUENCE OF ATTITUDE, SUBJECTIVE NORM, AND PERCEIVED BEHAVIORAL CONTROL ON CUSTOMER’S INTENTIONS TOWARDS SUSTAINABLE BEHAVIOR (STUDY ON BANK SULUTGO MANADO)

Abstract

The banking business provides financial needs in banking services and is responsible for sustainable behavior to create sustainable and environmentally friendly practices in business models and processes. The purpose of this study is to examine sustainable behavior in the banking industry by identifying the effect of the theory of planned behavior on behavioral intentions in sustainable behavior with a study at Bank SulutGo Manado. This research is a quantitative research in the field of marketing management with primary data survey. Data collection is done online with Google Form. The population in this study were regional banking customers at Bank SulutGO Manado. Sampling by purposive sampling. Using the Slovin formula a sample of 100 respondents. Data analysis in the form of validity and reliability tests, research instrument testing, hypothesis testing with multiple linear regression analysis. The results of the study of attitudes, subjective norms and perceived behavioral control have a positive effect on customer intentions to behave towards sustainable behavior. These results have an effect either partially or simultaneously. In this study, subjective norms are the most dominant variable influencing customer intentions towards sustainable behavior.

Keywords: Attitude, subjective norm, perceived behavioral control, intention to sustainable behavior