Exploring the Role of Consumer Attitudes in Mediating the Influence of Knowledge, Values, Subjective Norms, and Behavioral Control on the Purchase of Eco-Friendly Products

The research aims to analyze and investigate how consumer knowledge, consumer values, subjective norms, and behavioural control influence purchasing behaviour for environmentally friendly household products and how the role of consumer attitudes mediates this relationship. This study employs a quantitative research methodology, targeting household consumers residing in Jambi Province, Indonesia, as the research population. The sample size comprised 300 participants, with household consumers, particularly housewives, serving as respondents. Data analysis was conducted utilizing Structural Equation Modeling (SEM) with the PLS3 analysis tool. The research findings indicate that consumer knowledge, behavioural control, and consumer attitudes significantly influence the purchasing behaviour of environmentally friendly household products. However, consumer values and subjective norms do not significantly impact purchasing behaviour in this context. While consumer attitudes effectively mediate the influence of consumer values, subjective norms, and behavioural control on purchasing behaviour, they do not mediate between knowledge and consumer behaviour. This research model contributes to theoretical and empirical studies concerning purchasing behaviour models for environmentally friendly household products, enhancing existing consumer behaviour theories and providing a reference for future research. Additionally, it is anticipated that this research will serve as a valuable source of input for local governments, marketers, and business entities in formulating diverse environmental policies.