<![CDATA[The growing consumer awareness of environmental issues has transformed purchasing behavior, particularly in the adoption of green products. This study examines the influence of green emotional attachment on green purchase intention by integrating attitude as a mediator and greenwashing perception as a moderator within the Theory of Planned Behavior (TPB) framework among Indonesian consumers. A quantitative approach using Structural Equation Modeling-Partial Least Square (SEM-PLS) with SmartPLS 3.0 was applied. The sample consisted of 221 valid respondents. Data were collected through an online survey using a five-point Likert scale. The results show that green emotional attachment, attitude, subjective norms, and perceived behavioral control each have a significant positive effect on green purchase intention. Furthermore, attitude significantly mediates the relationship between green emotional attachment and green purchase intention. Most notably, greenwashing perception negatively moderates the relationship between attitude and green purchase intention, indicating that favorable attitudes become less effective when consumers perceive corporate environmental claims as misleading. The study reaffirms TPB's relevance and highlights greenwashing as a critical boundary condition. Practically, companies should avoid greenwashing, build genuine emotional attachment through authentic storytelling and transparent communication, and obtain third-party certifications to encourage sustainable consumption in Indonesia.]]>
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