PENGARUH NORMA DESKRIPTIF DAN SIKAP TERHADAP PERILAKU KONSUMEN PRO LINGKUNGAN (Studi Pada Masyarakat Desa Yosowilangun, Kabupaten Gresik)

This research was conducted in RW 12 Yosowilangun Village, Manyar District, Gresik Regency. So, the purpose of this study is to describe descriptive norms, attitudes, and pro-environmental consumer behavior, to determine the effect of descriptive norms and attitudes on pro-environmental consumer behavior and to determine the most influential variables on pro-environmental consumer behavior. This type of research is a survey with quantitative methods. The sample required is as many as 150 people using cluster sampling. This research data collection by using a questionnaire. The data analysis technique used is Scale Range and SEM (Structural Equation Modeling) with calculations using PLS 3.0. The results of the study stated that (1) Descriptive Norms in the category of caring, Attitudes in the very good category and Pro-Environmental Consumer Behavior in the very responsible category. (2) Descriptive norms have a positive and significant effect on pro-environment consumer behavior. (3) Attitudes have a positive and significant influence on pro-environment consumer behavior. (4) Attitude has a higher influence than the descriptive norm variable directly on the pro-environment consumer behavior variable. Researchers suggest for company and government policies and the community of RW 12, in addition to paying attention to consumer needs, companies should strive to improve environmentally friendly packaging products, provide education and play an active role in creating pro-environmental consumer behavior and manage well after consumption of packaged product waste. For further research, it can be used as a reference source for further researchers and can develop research models with a wider population and sample