The Mediating Role of Attitude Toward Green Product on Purchase Intention : Attribution Theory

Abstract

This study aims to examine the influence of reference group, perceived threat of environmental problems (PTEP), and perceived benefit on green product purchase intention, with attitude toward green product (ATGP) as a mediating variable. Guided by Attribution Theory, the research explores how internal and external attributions shape consumer attitudes and intentions toward sustainable products. A quantitative, causal approach was applied using survey data from 261 respondents in Jakarta who had not purchased green products in the past six months. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 24. The results show that reference group significantly influences perceived benefit, while both PTEP and perceived benefit positively affect attitude. However, perceived benefit does not directly influence purchase intention without a mediating role of attitude. Attitude toward green products significantly impacts purchase intention and serves as a key mediator between perceptions and behavior. These findings offer practical implications for producers to implement experiential green marketing, such as creating digital community platforms where consumers can track their environmental impact, share testimonials, and engage in eco-friendly challenges.