ANALISIS MINAT INVESTASI HIJAU PADA GENERASI MILENIAL DAN GENERASI Z DENGEN PENERAPAN KONSEP THEORY PLANNED OF BEHAVIOUR
Unduhan
Ketertarikan terhadap investasi ramah lingkungan muncul sebagai jawaban atas permasalahan perubahan iklim. Hal ini membuat banyak perusahaan harus beralih dari sumber daya yang tidak ramah lingkungan ke sumber daya yang ramah lingkungan. Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi minat investasi hijau pada Generasi Milenial dan Generasi Z di Kota Bogor dengan rentang usia 17-26 tahun. Penelitian ini menggunakan teknik purposive sampling dengan metode pengumpulan data menggunakan metode survei. Data dianalisis menggunakan Structural Equation Model (SEM) melalui software SEMPLS 4.0.0. Hasil penelitian menunjukkan bahwa sikap terhadap investasi hijau berpengaruh signifikan terhadap minat investasi hijau dan persepsi kontrol perilaku berpengaruh signifikan terhadap niat investasi hijau, sedangkan norma subjektif tidak berpengaruh signifikan terhadap niat investasi hijau.
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