EFFECT OF ECOLOGICAL AWARENESS, PERSONAL NORMS AND ECOLOGICAL ATTITUDE TO CONSERVATION BEHAVIOR

This research aims to analyze the conservation behavior that becomes the new lifestyle of consumers. The need for the preservation of consumers and green products further increases consumer demand. This study examines the variables of ecological awareness, personal norms, and environmental attitudes that affect conservation behavior. Conservation behavior is behavior that leads to environmental sustainability. This research was conducted because there are several empirical issues related to the findings of the relationship of attitude to behavior. The relationship of attitude to conservation behavior still needs to be reviewed because there are several different findings. Previous studies have shown that the role of attitudes towards conservation behavior still has varied relationships. This study uses respondents who are pro-environment. The number of samples was 152 people. Data analysis techniques using PLS-SEM. The results showed that ecological awareness, personal norms, and ecological attitudes influence conservation behavior.