<![CDATA[Organic rice is a credence good in which environmental attributes remain unverifiable by consumers, creating persistent information asymmetry. The present study investigates how green claim credibility and green information transparency shape consumers' intention to purchase organic rice, with perceived environmental value as a mediator, using PLS-SEM on 150 consumers in Semarang City. Both green communication dimensions positively and significantly influence perceived environmental value, which proves to be a robust determinant of consumers' purchase intention. Green claim credibility operates exclusively through perceived environmental value, while green information transparency exerts dual pathways of influence on purchase intention, encompassing both a direct route and an indirect route through perceived environmental value. Perceived environmental value is found to partially mediate the pathway from green information transparency to purchase intention, whereas its mediating role in the relationship between green claim credibility and purchase intention does not reach statistical significance. These findings advance Signaling Theory by demonstrating that disclosure-based signals may generate more direct behavioral effects in credence good markets, operating through dual pathways that credibility-based signals do not exhibit. Producers are advised to prioritize verifiable environmental information disclosure to effectively drive purchase intention.]]>
