JSAB VII (1) (2023) 81-92 81 JURNAL SEKRETARIS DAN ADMINISTRASI BISNIS Journal homepage: http://jurnal.asmtb.ac.id Practicing Green Consumer Behaviour Model Based on the Theory of Planned Behaviour Perspective Praktik Model Perilaku Konsumen Ramah Lingkungan dari Perspektif Teori Perilaku Terencana Anita Maulina 1* , Nur Fitri Rahmawati 2 , Yoka Mai Patria 3 . 123 Fakultas Ilmu Administrasi, Institut Ilmu Sosial dan Manajemen STIAMI E-mail: anita19006@mail.unpad.ac.id 1 , fitri.alfaruq@gmail.com 2 , yokamaipatria@gmail.com 3 Article info Abstract Article history: Received 21 st September 2021 Received in revised form 11 th November 2021 Accepted 23 rd Feb 2023 The main problem in this study is green consumer behavior in buying green packaged food in Depok City. Depok was chosen as the research location because Depok is the near city of Jakarta. The purpose and urgency of the research are to determine the green behavior of consumers in culinary-based small businesses so that they can develop policies to overcome environmental problems by utilizing the local wisdom of Depok City. An approach study is a quantitative approach using structural equation modeling. There are 120 consumers who are determined by the purposive sampling technique. The results of the data analysis concluded that subjective norms have a strong and significant influence on the purchase intention of buying green packaged food. In addition, the variables of attitude, subjective norm, and perceived behavioral control have an effect of 78% on the intention to buy green packaged food in Depok City. Some conclusions and suggestions are described at the end of the paragraph. It is hoped that the written suggestions can provide input to the Depok city government to make Depok a Zero Waste city. Keywords: green consumer business, theory of planned behaviour, Depok Kata Kunci: theory of planned behavior, makanan berkemasan ramah lingkungan, Depok Pokok permasalahan dalam penelitian ini yaitu perilaku konsumen dalam niat beli makanan berkemasan ramah lingkungan di Kota Depok. Depok dipilih sebagai lokasi penelitian karena Depok adalah kota penyangga Jakarta. Tujuan dan urgensi penelitian yaitu untuk mengetahui perilaku konsumen ramah lingkungan pada usaha kecil berbasis kuliner sehingga dapat mengembangkan kebijakan untuk mengatasi permasalahan lingkungan dengan memanfaatkan kearifan lokal Kota Depok. Pendekatan yang digunakan pada penelitian ini yaitu pendekatan kuantitatif dengan menggunakan structural equation modelling. Terdapat 120 konsumen yang ditentukan dengan teknik purposive sampling. Hasil analisis data menyimpulkan bahwa subjective norm memiliki pengaruh yang kuat dan signifikan terhadap niat beli Jurnal Sekretaris dan Administrasi Bisnis Volume VII, Number 1, 2023 E-ISSN: 2580-8095 DOI: https://doi.org/10.31104/jsab.v7i1.280