AN EXTENDED TPB MODEL OF GREEN HOUSING PURCHASE INTENTION: EVIDENCE FROM INDONESIA’S URBAN HOUSING MARKET
DOI:
https://doi.org/10.35794/jmbi.v13i1.66316Abstrak
Niat beli perumahan ramah lingkungan menjadi isu penting dalam pembangunan perkotaan berkelanjutan di
Indonesia. Penelitian ini bertujuan menganalisis faktor faktor penentu niat beli perumahan ramah lingkungan
dengan memperluas Theory of Planned Behaviour (TPB). Model penelitian mengintegrasikan kepedulian lingkungan,
nilai yang dirasakan, harga yang wajar, dan atribut produk hijau sebagai faktor perilaku dan ekonomi. Penelitian ini
menggunakan pendekatan kuantitatif melalui survei terhadap 286 responden yang dianalisis menggunakan
regresi berganda. Hasil penelitian menunjukkan bahwa sikap pembelian merupakan faktor paling dominan yang
memengaruhi niat beli. Nilai yang dirasakan dan kepedulian lingkungan berpengaruh positif signifikan, sementara
persepsi kontrol perilaku berpengaruh lebih lemah. Norma subjektif dan harga yang wajar tidak berpengaruh signifikan.
Selain itu, atribut produk hijau berpengaruh signifikan terhadap sikap pembelian. Temuan ini menegaskan
pentingnya penguatan sikap dan nilai yang dirasakan untuk mendorong adopsi perumahan ramah lingkungan.
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