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All Journal Jurnal Ekonomi Manajemen Sistem Informasi International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Paradoks : Jurnal Ilmu Ekonomi Atestasi : Jurnal Ilmiah Akuntansi Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Ratna Darasih
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Economics, Econometrics & Finance Social Sciences

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THE EFFECT OF GREEN SUPPLY CHAIN MANAGEMENT PRACTICES TOWARDS CONSUMER PURCHASE INTENTION AND WILLINGNESS TO PAY PREMIUM: MEDIATION AND MODERATION ANALYSIS Hadith Fadhillah; Wahyuningsih Santosa; Dorina Widowati; Ratna Darasih
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 1 (2026): February
Publisher : CV. Radja Publika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.19482754

Abstract

This study aims to analyze the effect of green supply chain management practices on consumers' purchase intention and willingness to pay premium using mediation and moderation analysis. This study obtained data by distributing online questionnaires to Generation Z and Millennial consumers who had purchased products from coffee shops that had implemented green supply chain management practices in Jakarta. The sample used in this study consisted of 289 respondents. The data analysis method used was SEM-PLS analysis using SmartPLS software. The results of this study indicate that green supply chain management practices have a positive effect on perceived product performance, willingness to pay premium, and consumer purchase intention. The results also show that perceived product performance mediates purchase intention but does not mediate consumers' willingness to pay more. Consumers' moral orientation towards the environment does not moderate the direct effect of green supply chain management practices on the other three variables.
Co-Authors Dorina Widowati Hadith Fadhillah Muhammad Rayzan Muvasha Priputranto, Muhammad Abid Ratna Darasih Richard Fleeming Himawan Rizki Sulaeman Santosa, Wahyuningsih