The effect of green self identity, self-congruity, perceived value on bioplastic product purchase intention
Puteri Salsabila · Arif Hartono ORCID ↗
International Journal of Research in Business and Social Science · 2023 · Vol. 12 / Issue 1 · 72-79
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Abstract
This study investigates the impact of green self-identity, self-congruity, and perceived value on consumer purchase intention toward bioplastic products. This study uses a quantitative and purposive sampling method to collect data. The total number of respondents is 250 respondents. The proposed hypotheses are tested using Structural Equation Modeling (SEM). This study finds that green self-identity has a positive effect on perceived value. While self-congruity moderates the relationship between green self-identity and perceived value. In addition, perceived value has a positive impact on purchase intention, and green self-identity has a positive effect on purchase intention.
Keywords: {'name': 'Green Self-Identity'}, {'name': 'Self-Congruity'}, {'name': 'Perceived Value'}, {'name': 'Purchase Intention'}, {'name': 'Bioplastic'}, {'name': 'Indonesia'}
Authors & affiliations
Puteri Salsabila
Affiliation not supplied
Arif Hartono
Affiliation not supplied
Deposited references
Supplied references, not a list of publications citing this article.
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