Sustainable Consumer Behavior in Emerging Markets: The Interplay of Environmental Concern, Green Marketing Strategies, and Environmental Attitude on Purchase Intention.

This investigation examines the mechanisms through which environmental concern and green marketing mixinfluence green purchase intention, with environmental attitude functioning as a moderating variable within emergingmarket contexts. A quantitative cross-sectional methodology was implemented among 385 respondents from GreaterBandung, Indonesia, representing consumers interested in environmentally sustainable products from IKEA Kota BaruParahyangan. The analytical framework utilized Partial Least Squares Structural Equation Modeling through SmartPLS4.0, complemented by multi-group analysis to evaluate demographic segmentation effects. Environmental concern andgreen marketing mix demonstrate significant positive influences on green purchase intention. Environmental attitudesubstantially moderates both relationships, amplifying the effects of environmental concern and green marketing mix onpurchase intention. Multi-group analysis reveals that green marketing strategies exhibit superior effectiveness amongconsumers with higher education credentials, professional occupations, middle-to-high income brackets, and youngerdemographic profiles. The investigation focuses on a single retail brand within Indonesia, potentially constraining broaderapplicability. Organizations should emphasize environmental attitude development through comprehensive education andengagement initiatives while implementing demographically-targeted green marketing strategies. The findings providepractical guidance for businesses aiming to increase green product adoption by aligning communication strategies withconsumers’ values and environmental awareness. Additionally, policymakers and educators may apply these insights todesign targeted campaigns and public programs that foster sustainable consumption behavior. This research contributes togreen marketing literature by validating the Theory of Planned Behavior and highlighting environmental attitude’smoderating role and demographic influences in emerging markets.