The role of TPBF, perceived moral obligation and green intention on pro-environmental behavior and environmental sustainability of wetland MSMEs with an environmental-based view approach for green business

The contribution of micro, small medium enterprises (MSMEs) to mitigating climate change and achieving sustainable development goals (SDGs) is necessary, considering the large impact of their behavior on sustainable socio-economic and environmental factors. This study aimed to analyze the influence of the theory of planned behavior framework (TPBF) and perceived moral obligation (PMO) on green intention (GI) and pro-environmental behavior (PEB) which ultimately influence the environmental sustainability (ES) behavior of MSMEs in tropical wetland areas. This also answers the gap in the definition of PEB and ES. This study uses a quantitative method in which statistical analysis is carried out using SmartPLS v.4.1.0.0. The research model was tested on 170 Purun plant craftsmen MSMEs. The results showed that TPBF and PMO had a significant influence on GI and PEB. Likewise, PEB had a significant influence on ES. Study contribution: achievement of SDGs#1-5-8-12-13-14-15 and solution of the triple planetary crisis. Implications: to academics, researchers, and MSME actors in developing the sustainability behavior. . Novelty: building a model involving PMO, which is an extension of TPBF in building conservative and promotive behavior in environmental sustainability, also providing clarity in distinguishing the PEB and ES which have been vague and interchangeable.