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All Journal Jurnal Manajemen
Mohamad Jihan Shofa
Universitas Serang Raya, Serang
Economics, Econometrics & Finance

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Strategies to Overcome Consumer Behavior Gaps in Purchasing Environmentally Friendly Products Dipa Mulia; Rosalendro Eddy Nugroho; Tukhas Shilul Imaroh; Mohamad Jihan Shofa; Wahyu Oktri Widyarto
Jurnal Manajemen Vol. 30 No. 3 (2026): October-January 2026
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/jm.v30i3.4122

Abstract

This study aims to examine the effects of External Influence, Customer Internal Value, and Environmental Knowledge on Purchase Intention, and the effect of Purchase Intention on Actual Purchase of environmentally friendly products, with Purchase Intention as a mediator and Price Perception and Consumer Skepticism as moderators. A quantitative survey was conducted among 123 consumers in Jakarta and surrounding areas using purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that Customer Internal Value and Environmental Knowledge positively and significantly influence Purchase Intention, whereas External Influence has no significant effect. Purchase Intention significantly affects Actual Purchase and mediates the effects of Customer Internal Value and Environmental Knowledge. Consumer Skepticism significantly weakens the Purchase Intention Actual Purchase relationship, while Price Perception shows no significant moderating effect.
Co-Authors Dipa Mulia Rosalendro Eddy Nugroho Tukhas Shilul Imaroh Wahyu Oktri Widyarto