<![CDATA[Plastic waste from conventional bottled water remains a major environmental challenge, particularly in emerging markets where trust in tap water is low and single-use plastic dominates daily consumption. Although sustainable alternatives are increasingly available, little is known about the behavioral mechanisms driving consumer transitions in this high-volume FMCG category. This study examines the determinants of switching intention toward eco-friendly bottled water by applying the Push-Pull-Mooring (PPM) framework, addressing a critical gap in the literature where PPM has rarely been tested for green packaged products. Data were collected from 101 consumers through an online survey and analyzed using PLS-SEM. The findings show that push factors and pull factors significantly enhance switching intention, while mooring factors exert a strong negative influence. Mooring also moderates the pull-intention relationship, indicating that habitual and structural constraints can weaken the impact of product attractiveness on switching behavior. The model explains 72.4% of the variance in switching intention, demonstrating strong explanatory power. The study advances PPM theory by extending it to eco-friendly bottled water and providing a more integrated understanding of how dissatisfaction, green value perceptions, and behavioral inertia jointly shape consumer migration in sustainable FMCG contexts. Practically, the results offer guidance for firms and policymakers seeking to reduce plastic consumption by highlighting which drivers to amplify and which barriers to mitigate. This research contributes novel evidence on consumer switching toward environmentally responsible drinking-water alternatives.]]>
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