Integrating Social Influence Theory and the Theory of Planned Behavior to Explain Green Drinkware Purchase Intention among Jakarta’s Emerging Adults: The Moderating Role of Economic Constraints
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This study investigated how digital social influence shaped green drinkware purchase intentions among emerging adults in Jakarta by integrating Social Influence Theory (SIT) and the Theory of Planned Behavior (TPB). A quantitative survey was conducted among 400 Jakarta residents aged 20–29 who were familiar with green drinkware and had previously used or purchased such products. The collected data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings revealed that social media engagement positively influenced attitudes and subjective norms, with the relationship between social media engagement and subjective norms exhibiting the strongest path coefficient. Both attitudes and subjective norms positively influenced green label awareness, which, in turn, strengthened green brand trust. Green brand trust subsequently had a positive effect on green purchase intention. Although economic constraints exhibited a negative moderating effect, this relationship was not statistically significant. These findings indicated that social media served not merely as an information dissemination channel but also as a normative environment that shaped consumers' perceptions, attitudes, and behavioral intentions. Furthermore, green purchase intention emerged through a multistage process involving social influence, psychological responses, environmental information awareness, and brand trust. The study contributed to the integration of SIT and TPB by demonstrating the interconnected mechanisms underlying environmentally responsible purchasing intentions. From a practical perspective, the findings highlighted the importance of leveraging social proof in marketing communications, providing credible environmental labeling information, strengthening consumer trust in green brands, and developing affordability-oriented marketing strategies to encourage sustainable consumption among emerging adults.
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