<![CDATA[This study explores key techniques to encourage green purchasing behavior in Batam's food industry, which contributes significantly to pollution and resource utilization. It examines the influence of Green Purchase Attitude (GPA), Green Self-Efficacy (GSE), Subjective Norms (SN), and Environmental Knowledge (EK) on Green Purchase Intention (GPI) and Green Purchase Behavior (GPB). The results show that GPA does not significantly affect GPB, SN does not significantly impact GPI or GPB either directly or indirectly, and EK does not have a significant effect on GPB. The study addresses an inquiry about gap by centering on Batam consumers and contributes a novel approach by applying the Theory of Reasoned Action as the grand theory. It also recognizes GPI as a mediating variable in understanding green purchasing behavior.]]>
Copyrights © 2026
