THE EFFECT OF GREEN SUPPLY CHAIN MANAGEMENT PRACTICES TOWARDS CONSUMER PURCHASE INTENTION AND WILLINGNESS TO PAY PREMIUM: MEDIATION AND MODERATION ANALYSIS
DOI:
10.5281/zenodo.19482754Published:
2026-02-28Downloads
Abstract
This study aims to analyze the effect of green supply chain management practices on consumers' purchase intention and willingness to pay premium using mediation and moderation analysis. This study obtained data by distributing online questionnaires to Generation Z and Millennial consumers who had purchased products from coffee shops that had implemented green supply chain management practices in Jakarta. The sample used in this study consisted of 289 respondents. The data analysis method used was SEM-PLS analysis using SmartPLS software. The results of this study indicate that green supply chain management practices have a positive effect on perceived product performance, willingness to pay premium, and consumer purchase intention. The results also show that perceived product performance mediates purchase intention but does not mediate consumers' willingness to pay more. Consumers' moral orientation towards the environment does not moderate the direct effect of green supply chain management practices on the other three variables.
Keywords:
Consumer Moral Orientation towards the Environment; Consumer Perceived Product Performance; Consumer Purchase Intention; Consumer Willingness to Pay More; and Green Supply Chain Management Practices.References
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