Green Purchase Behavior in Indonesia: Eco-Brand Authenticity, Moral Norms, and Green Self-Identity

Abstract

Research aims: This study aims to examine the influence of Green Product Quality (GPQ), Eco-Brand Authenticity (EBA), and Moral Norm (MN) on Green Purchase Behavior (GPB), with Green Self-Identity (GSI) as a mediating variable among Indonesian consumers.

Design/Methodology/Approach: The study employs a quantitative approach using survey data collected from Indonesian consumers. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4 to test both direct and mediating relationships among the proposed variables.

Research findings: The findings show that Eco-Brand Authenticity and Moral Norm have a significant positive effect on Green Self-Identity and Green Purchase Behavior. In contrast, Green Product Quality does not have a significant direct effect on either Green Self-Identity or Green Purchase Behavior. The mediation analysis indicates that Green Self-Identity partially mediates the relationships between Eco-Brand Authenticity and Green Purchase Behavior, as well as between Moral Norm and Green Purchase Behavior, but does not mediate the effect of Green Product Quality.

Theoretical contribution/Originality: This study extends the literature on green consumer behavior by highlighting the central role of green self-identity as a psychological mechanism linking moral and brand-related factors to pro-environmental purchasing behavior.

Practitioner/Policy implication: The results suggest that marketers and policymakers should prioritize strengthening eco-brand authenticity and moral engagement rather than relying solely on product quality to promote sustainable consumption.

Research limitation/Implication: This study is limited by its cross-sectional design and reliance on self-reported data, which may restrict causal interpretation and generalizability. Future research may incorporate longitudinal data and broader demographic coverage.