Siti Aisyah, Agus Suroso, Lusi Suwandari


Abstract. This study investigated the intention towards green products consumption for millennial generation. The aim of this study was to identify determinants of acceptance of green products, including attitude, subjective norm and perceived behavioral control of theory of planned behavior with gender as moderation variable towards purchase intention of green products. The sample was millennial generation with 100 responses around Purwokerto and we test this hypothesis performing a regression analysis. The findings revealed a significant effect of attitude, subjective norm and perceived behavioral control towards purchase intention. Gender did not moderate the effect of attitude, subjective norm, perceived behavioral  control towards purchase intention.

Keywords: Green products, millennial, intention, consumption, concern

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