Determinants Of Green Purchase Intention In Bottled Drinking Water With Green Perceived Value As Mediator And Trust As Moderator Among University Students In Jakarta

Abstract

The intensifying environmental crisis, characterized by rising temperatures, severe pollution, and excessive waste in urban centers like Jakarta, necessitates a shift toward sustainable consumption practices. Bottled water (AMDK) products are a significant contributor to plastic waste in Indonesia, prompting interest in environmentally friendly alternatives. This study investigates the determinants of green purchase intention (GPI) among environmentally conscious university students in Jakarta, focusing on the roles of green product awareness (GPA), eco-labels (EL), green perceived value (GPV), and trust. Guided by the Theory of Planned Behavior (TPB), the research integrates GPA and EL as exogenous variables, GPV as a mediating variable, and trust as a moderator. Using a quantitative survey approach with a sample of 305 final-year environmental engineering students and Structural Equation Modeling (SEM) via LISREL 8.70, the study finds that GPA and EL significantly influence GPI, both directly and indirectly through GPV. While GPA has the strongest direct effect on GPI, EL more substantially enhances GPV. Trust is found to significantly moderate the relationships between both GPA and EL with GPI, amplifying the effects of credibility and perceived authenticity on consumer decisions. However, GPV does not mediate the relationship between GPA and GPI, indicating that awareness may directly translate into behavior without necessarily altering value perception. The findings underscore the importance of integrating green communication strategies, trustworthy eco-labeling, and value-based marketing to enhance green consumer behavior. The study provides theoretical implications for the expansion of TPB with mediating and moderating variables, as well as practical insights for green product marketers and policymakers aiming to promote sustainable consumption in emerging urban markets.