ANALISIS KESENJANGAN PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN PRODUK RAMAH LINGKUNGAN PADA PLATFORM E-COMMERCE INDONESIA

Abstract

This study aims to analyze the effect of green product purchase intention on green product purchasing decisions on Indonesian e-commerce platforms, with the consumer behavior gap as a moderating variable. This research is motivated by the increasing activity of digital shopping, the growth of the e-commerce economy, and the need to understand why consumers’ intentions toward environmentally friendly products do not always translate into actual purchases. The grand theory used in this study is the Theory of Reasoned Action, which explains that behavioral intention serves as an important basis before an individual performs an action. This study employed an explanatory quantitative approach using primary data collected through questionnaires distributed to 120 respondents who were users of Indonesian e-commerce platforms. The sampling technique used was non-probability sampling with a purposive sampling approach. Data analysis was conducted using SEM-PLS through outer model testing, discriminant validity testing, inner model testing, and bootstrapping. The results show that green product purchase intention has a positive and significant effect on green product purchasing decisions, with a coefficient value of 0.220, a t-statistic of 3.113, and a p-value of 0.002. However, the consumer behavior gap was not proven to moderate the effect of purchase intention on purchasing decisions, as the interaction coefficient was only 0.003, with a t-statistic of 0.040 and a p-value of 0.968. The R-square value of 0.729 indicates that the model is able to explain 72.9% of purchasing decisions. These findings indicate that green product purchasing decisions are more strongly determined by the strength of purchase intention than by the interaction effect of the consumer behavior gap.