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All Journal Kinerja Optimum : Jurnal Ekonomi dan Pembangunan MODUS-Jurnal Ekonomi dan Bisnis ARTEKS : Jurnal Teknik Arsitektur Abdimas Dewantara International Journal of Economics, Business and Accounting Research (IJEBAR) International Journal of Business, Law, and Education Jurnal Riset Manajemen dan Bisnis Abdimas Indonesian Journal Jurnal Pengabdian Masyarakat dan Riset Pendidikan
Elisabet Dita Septiari
Universitas Atma Jaya Yogyakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Neuroscience Social Sciences Other

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EXPLORING GREEN PURCHASE INTENTION USING A SYSTEMATIC LITERATURE REVIEW Maria Cempaka Putri Wijayanto; Elisabet Dita Septiari
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i2.19664

Abstract

This study presents a systematic literature review on green purchase intention behaviour. From an initial pool of 26 journals, 16 were selected for in-depth analysis. The review reveals that most studies adopt the Theory of Planned Behaviour (TPB). Online survey methods and PLS-SEM were commonly employed for data collection and analysis. The findings show that environmental self-identity and positive attitudes toward eco-friendly products are the strongest predictors of green purchase intention, while personal norms and value-driven motivations also play significant roles. Sociodemographic factors, such as age, gender, and cultural background, are identified as important moderators. Future research should consider incorporating the Self-Determination Theory (SDT) to explore intrinsic and extrinsic motivations, the Protection Motivation Theory (PMT) to assess the role of perceived environmental threats, and the Diffusion of Innovations Theory (DOI) to examine adoption patterns based on consumer categories. Expanding research to cross-national contexts and integrating broader socio-cultural variables could further enhance understanding. This synthesis provides valuable insights for researchers in designing effective strategies to promote environmentally friendly purchasing decisions.
Co-Authors Ajeng Setyopangestuti Dhyah Ayu Retno Widyastuti Francoise, Jeanne Maria Cempaka Putri Wijayanto Nino Ardhiansyah Pramudita, Dismas Persada Dewangga Pujianto, Jeanne Francoise Cen Renoati, Anindhita Dipa Sari, Nadia Nila