Faktor Yang Mempengaruhi Minat Pada Green Investment
DOI:
https://doi.org/10.57178/paradoks.v9i3.2495Keywords:
Intensi investasi hijau, Sikap, Kontrol perilaku persepsian, Pengetahuan hijau, Penggunaan platform media sosialAbstract
Meningkatnya isu keberlanjutan lingkungan mendorong berkembangnya investasi hijau sebagai alternatif investasi yang tidak hanya berorientasi pada keuntungan finansial, tetapi juga mendukung pelestarian lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh attitude, subjective norms, perceived behavioral control, dan green knowledge terhadap intention green investment, serta menguji peran social media platforms usage sebagai variabel moderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner daring dengan 211 responden yang memenuhi kriteria penelitian di Kota Semarang. Data dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa attitude, perceived behavioral control, dan green knowledge berpengaruh positif dan signifikan terhadap intention green investment. Sementara itu, subjective norms berpengaruh negatif dan signifikan terhadap intention green investment. Selain itu, SMPU terbukti mampu memperkuat hubungan antara attitude dan intention green investment. Namun, SMPU tidak mampu memperkuat hubungan green knowledge terhadap intention green investment serta tidak mampu memoderasi hubungan subjective norms dan perceived behavioral control terhadap intention green investment. Temuan ini menunjukkan bahwa minat green investment lebih dipengaruhi oleh faktor internal individu dibandingkan faktor sosial. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan literatur investasi berkelanjutan dan menjadi masukan bagi berbagai pihak dalam meningkatkan minat investor terhadap green investment.
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