The Effect of Theory of Planned Behavior and Environmental Concern on The Selection of Merries Brand Baby Diapers



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Submitted Jan 26, 2021
Published Feb 4, 2021
10.24018/ejbmr.2021.6.1.710

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This study analyzes the effect of theory of planned behavior and environmental concern to purchase intentions of diapers “Merries”. The population of this study is mothers who have children that uses diapers and located in DKI Jakarta, with a total sample of 105 respondents. The data analysis method uses Structural Equation Model-Partial Least Square (SEM-PLS). The result of this study indicate is attitude, subjective norm, perceived of behavioral control and environmental concern affect positively but only perceived of behavioral control significantly affect towards purchase intentions.

Keywords: Theory of planned behavior, Environmental Concern, Purchase Intention

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