Pengaruh Sikap, Norma Subjektif Dan Kontrol Perilaku Terhadap Niat Berinvestasi Pada Instrumen Hijau (Pada Investor Saham Jawa Timur)
DOI:
https://doi.org/10.37385/msej.v5i6.9189Keywords:
Sikap, Norma Subjektif, Kontrol Perilaku, Niat Investasi HijauAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh sikap, norma subjektif, dan kontrol perilaku terhadap niat berinvestasi pada instrumen hijau di kalangan investor Jawa Timur dengan menggunakan kerangka Theory of Planned Behavior (TPB). Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Data primer dikumpulkan melalui penyebaran kuesioner kepada 200 responden yang merupakan generasi Z dan memiliki minat serta pengalaman dalam investasi. Hasil penelitian menunjukkan bahwa sikap, norma subjektif, dan kontrol perilaku memiliki pengaruh positif dan signifikan terhadap niat berinvestasi hijau. Temuan ini menegaskan bahwa semakin positif sikap individu terhadap manfaat lingkungan dan keuntungan finansial, semakin kuat dorongan sosial yang diterima, serta semakin tinggi persepsi kontrol terhadap akses dan sumber daya, maka semakin besar pula niat mereka untuk terlibat dalam investasi hijau. Kontribusi penelitian ini terletak pada penguatan bukti empiris tentang relevansi TPB dalam menjelaskan perilaku investasi berkelanjutan pada konteks negara berkembang
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