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Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis
Summary
A survey-based study in Bali found that green trust — not general environmental awareness or social norms — is the dominant predictor of consumer intention to purchase biodegradable plastic bags, with awareness influencing purchase only indirectly through trust. For microplastic reduction efforts, this suggests that building product credibility and transparent labeling matters more than broad environmental messaging in driving adoption of plastic alternatives.
This study explores the psychological and social factors influencing consumer intention to adopt biodegradable plastic bags in Denpasar City, Bali. It particularly examines the roles of green awareness, subjective norms, and green trust in shaping green purchase intention. Using a quantitative approach, data were collected from 119 Denpasar residents through structured questionnaires. The sample adequacy was verified using G*Power analysis, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3 to test the hypothesized relationships. The findings indicate that green trust is the most dominant factor, significantly and positively influencing purchase intention. Green awareness strongly enhances this trust; however, its direct influence on purchase intention is insignificant, confirming green trust as a full mediator. Interestingly, subjective norms neither directly affect purchase intention nor enhance green trust, instead showing a negative and significant association with trust. Theoretically, the results emphasize that in contexts characterized by uncertainty about product efficacy and relatively higher prices, trust serves as the critical cognitive bridge linking awareness to behavioral intention. Practically, the study suggests that marketers and policymakers should shift focus from promoting general environmental awareness or social conformity toward building trust through quality assurance, transparent labeling, and reliable availability. Overall, this research provides novel empirical evidence of green trust’s full mediating role and highlights the paradoxical negative influence of subjective norms within an emerging urban Indonesian context.