Factors Affecting Green Purchase Intention and its Impact on Green Purchase Behavior

Abstract

This study aims to obtain empirical evidence related to the 
influence of factors affecting green purchase intention. In 
addition, this study also examines the effect of green 
purchase intention on green purchase behavior moderated 
by willingness to pay. The data analysis method uses 
Structural Equation Modeling (SEM) AMOS. This research is 
quantitative research using primary data and obtaining 162 
respondents. The results showed that green brand 
knowledge, environmental concern, and green perceived 
value have a positive effect on green purchase intention. 
Meanwhile, environmental knowledge does not affect green 
purchase intention. In addition, green purchase intention 
and the moderating role of willingness to pay can strengthen 
the influence of green purchase intention on green purchase 
behavior. This research also provides implications for further 
research, consumers, and companies. The novelty in this 
research is the addition of willingness to pay as a moderating 
variable.