THE EFFECT OF FINANCIAL LITERACY, SUBJECTIVE NORMS, GREEN INVESTMENT KNOWLEDGE, PERCEIVED BEHAVIORAL CONTROL ON GREEN INVESTMENT INTENTION: THE ROLE OF ATTITUDE AS A MEDIATION

Abstrak

This study aims to analyze the influence of financial literacy, green investment knowledge, perceived behavioral control, and subjective norms on green investment intention, mediated by attitude. A quantitative approach was employed using a survey method involving respondents with experience or interest in green investment. Data were collected through questionnaires and analyzed using structural equation modeling (SEM) to examine the relationships between variables. The findings indicate that financial literacy and green investment knowledge contribute to shaping attitude, which subsequently enhances green investment intention. Additionally, perceived behavioral control and subjective norms play significant roles in forming a positive attitude toward green investment, ultimately influencing individuals' investment intentions. These results highlight the importance of improving financial literacy, green investment education, and strengthening social norms and perceived behavioral control to encourage greater participation in sustainable investments. This study suggests future research to explore other factors that may further enhance green investment intention, such as government policies and economic incentives.