Strategies to Overcome Consumer Behavior Gaps in Purchasing Environmentally Friendly Products

Dipa Mulia (Universitas Mercu Buana, Jakarta)
Rosalendro Eddy Nugroho (Universitas Mercu Buana, Jakarta)
Tukhas Shilul Imaroh (Universitas Mercu Buana, Jakarta)
Mohamad Jihan Shofa (Universitas Serang Raya, Serang)
Wahyu Oktri Widyarto (Universitas Serang Raya, Serang)

Jurnal Manajemen
Vol. 30 No. 3 (2026): October-January 2026

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.