A Configurational Model of Green Consumerism Integrating Ethical Obligations, Collective Efficacy, and Environmental Concerns Using <scp>Fuzzy Sets Qualitative Comparative Analysis</scp>

ABSTRACT The pressing demand for sustainable consumption stems from environmental challenges such as global warming and resource depletion. However, many studies fail to capture the complex relationships among personal, social, and technological factors influencing green purchase behavior. Building on the Theory of Planned Behavior, this research explores how these factors interact to promote or hinder sustainable consumption. Using survey data from 400 Indonesian consumers with experience in purchasing green products, the study employs fuzzy‐set qualitative comparative analysis to identify configurational pathways. The results highlight unique combinations of intrinsic factors, such as ethical obligation and environmental concern, alongside extrinsic influences, including social media engagement and subjective norms, that drive green purchasing. While various configurations lead to high green purchase behavior, the absence of critical elements, particularly environmental knowledge, emerges as a significant barrier. By adopting a configurational perspective, this study moves beyond linear models, uncovering dynamic pathways that shape green purchase behavior. It provides an integrated framework that considers personal, social, and technological dimensions to address the context‐specific challenges of fostering sustainable consumption.