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All Journal IAES International Journal of Artificial Intelligence (IJ-AI) Seminar Nasional Aplikasi Teknologi Informasi (SNATI) Jurnal Rekavasi Jurnal Sistem dan Manajemen Industri Wikrama Parahita : Jurnal Pengabdian Masyarakat Jurnal Teknik Industri : Jurnal Hasil Penelitian dan Karya Ilmiah dalam Bidang Teknik Industri Jurnal Pengembangan Riset dan Observasi Teknik Informatika Jurnal INTECH Teknik Industri Universitas Serang Raya Jurnal Logistik Indonesia Industri Inovatif : Jurnal Teknik Industri Journal of Machine Learning and Soft Computing KAIBON ABHINAYA : JURNAL PENGABDIAN MASYARAKAT Jurnal Manajemen Intervensi Komunitas: Jurnal Pengabdian Masyarakat ABDI MOESTOPO: Jurnal Pengabdian pada Masyarakat Journal Of Human And Education (JAHE) Journal of Authentic Research Jurnal Indovisi
Wahyu Oktri Widyarto
Universitas Serang Raya
Religion Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mechanical Engineering Public Health Social Sciences Transportation Other

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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 Abdul Malik Achmad Chaierul Anam Adhim, Fauzul Agung Triayudi Agustinus Hariadi Djoko Purwanto Ahmad Nalhadi Ahmad Nalhadi, Ahmad Ali Musiri Alifia Mahirah Alifia Mahirah Anam, Achmad Chaierul Andari Andari Andri Budi Kusumah Anwar, Rifki Arifiatul Hasanah Arlofa, Nina Aulia Kusumawati, Aulia Azirwan Firdaus Cahyadi, Dadi Dessy Triana Dessy Triana Dicky Meilaz Saputra Dipa Mulia Djamal, Nugraheni Djamal, Nugraheni Erwin Maulana Tarigan Faisal Ibnu Firmansyah Faisal Ibnu Firmansyah Fauzul Adhim Fikri Habibi Fikri Radiansyah Firdaus, Azirwan Gerry Anugrah Dwiputra Gerry Anugrah Dwiputra, Gerry Anugrah Harlinton, Zona Harsiti Harsiti Heri Maulady Iksal Iksal Ilhami, Mohamad Izzudin Fikri Akbar Kusumah, Andri Budi Kusumawati, Aulia lia kamelia Maulana, Muhamad Reza Mohamad Jihan Shofa Mohamad Jihan Shofa Mohamad Jihan Shofa Muhammad Aqsa Mustafa Musiri, Ali Rahayu, Sigit Rahman DS Reza Wiliyanto Reza Wiliyanto Rosalendro Eddy Nugroho Rosalendro Eddy Nugroho Sahrupi, Sahrupi Septian, Bagas Dwi Shofa, Mohamad Jihan Shofa, Mohamad Jihan Sigit Rahayu Sri Hartono Sulistiyono Sulistiyono Sumiati, Sumiati Supriyadi Supriyadi Supriyadi Supriyadi Taufik Rahman Tb. Ai Munandar Tukhas Shilul Imaroh Wijaya, Herman Wiliyanto, Reza Yitno Kristiantoro Yitno Kristiantoro, Yitno Zona Harlinton