Nina Farliana, Khasan Setiaji, Muhammad Feriady
This study aimed to analyze the effect and explore the conceptual model of the learning quality of conservation-based economics and university support for green consumption behavior, with self-efficacy in purchasing environmentally friendly products as a mediating variable. The research method used a quantitative approach with a causal associative design. Research location was on campus of Universitas Negeri Semarang. The study population was all active students of Universitas Negeri Semarang, with a sample of 220 respondents. Data analysis techniques used Structural Equation Modeling (SEM) with the help of the WarpPLS 5.0 program. The results showed that the learning quality had a positive and significant effect on green consumption behavior, but did not affect self-efficacy. While organizational support affected green consumption behavior and also affects self-efficacy. Self-efficacy has a positive and significant effect on green consumption behavior. The self-efficacy hypothesis mediating the effect of organizational support on green consumption behavior was accepted. The self-efficacy hypothesis mediating the effect of learning quality on green consumption behavior was rejected. The finding of this study was the non-fulfillment of indicators of self-efficacy in purchasing environmentally friendly products where respondents still had difficulty getting environmentally friendly products that were safe for consumption around the campus environment as well as substitutes for environmentally friendly products that were difficult to find in the market. © 2023 Author(s).
Department of Economics Education, Faculty of Economics, Universitas Negeri Semarang, Semarang City, 50229, Indonesia
