PENGARUHATTITUDE, SUBJECTIVE NORM, DAN PERCEIVED BEHAVIORAL CONTROL TERHADAP INTENTIONTO ADOPT GREEN PACKAGING PADA COFFEE SHOP DI KOTA PADANG DENGAN PERCEIVED UNCERTAINTY OF OUTCOMES SEBAGAI VARIABEL MODERASI

MUHAMMAD, REYNALDI (2023) PENGARUHATTITUDE, SUBJECTIVE NORM, DAN PERCEIVED BEHAVIORAL CONTROL TERHADAP INTENTIONTO ADOPT GREEN PACKAGING PADA COFFEE SHOP DI KOTA PADANG DENGAN PERCEIVED UNCERTAINTY OF OUTCOMES SEBAGAI VARIABEL MODERASI. Masters thesis, Universitas Andalas.

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Abstract

PENGARUHATTITUDE, SUBJECTIVE NORM, DAN PERCEIVED BEHAVIORAL CONTROL TERHADAP INTENTIONTO ADOPT GREEN PACKAGING PADA COFFEE SHOP DI KOTA PADANG DENGAN PERCEIVED UNCERTAINTY OF OUTCOMES SEBAGAI VARIABEL MODERASI Muhammad Reynaldi Ratni Prima Lita, Ma’ruf ABSTRAK Penelitian ini bertujuan untuk mengetahui intention to adopt green packaging pada coffee shop di Kota Padang. Pada penelitian ini menggunakan teory planned of behavior (TPB) untuk memprediksi niat pelaku usaha coffee shop menggunakan kemasan ramah lingkungan. Sampel pada penelitian ini adalah pelaku usaha coffee shop yang bukan waralaba nasional di Kota Padang. Hasil dari penelitian ini diharapkan mampu mengetahui seberapa besar keinginan pelaku usaha coffee shop di Kota Padang untuk menggunakan kemasan yang ramah lingkungan. Hal ini juga diharapkan mampu untuk mengurangi sampah plastik yang ada di Kota Padang. Kata Kunci: TPB, Green Marketing, Intention To Adopt, Coffee Shop THE INFLUENCE OF ATTITUDE, SUBJECTIVE NORM, AND PERCEIVED BEHAVIORAL CONTROL ON INTENTION TO ADOPT GREEN PACKAGING AT COFFEE SHOPS IN PADANG CITY WITH PERCEIVED UNCERTAINTY OF OUTCOMES AS A MODERATION VARIABLE Muhammad Reynaldi Ratni Prima Lita, Ma’ruf ABSTRACT This study aims to determine the intention to adopt green packaging at coffee shops in Padang City. This study uses the theory of planned behavior (TPB) to predict the intention of coffee shop entrepreneurs to use environmentally friendly packaging. The sample in this study is a coffee shop business actor who is not a national franchise in the city of Padang. The results of this study are expected to be able to find out how much coffee shop businesses in Padang City want to use environmentally friendly packaging. This is also expected to be able to reduce plastic waste in the city of Padang. Keyword: TPB, Green Marketing, Intention to Adopt, Coffee Shop

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