Green Purchase Intention: The Impact of Religiosity and Environmental Literacy Mediated by Pro-Environmental Identity

This study aims to examine the influence of religiosity and environmental literacy on green purchase intention among university students, as well as the mediating role of pro-environmental identity. The type of research used is descriptive quantitative. The study applies quantitative analysis with the assistance of SmartPLS 4.0. The population in this research includes all university students in Surakarta. The sample consisted of 150 students, selected using purposive sampling. Data were collected through an online questionnaire distributed via Google Forms to predetermined respondents. The data analysis techniques used include multiple regression analysis, mediation test, t-test, and coefficient of determination (R²). The results of the study are as follows: (1) Religiosity and environmental literacy have a positive and significant effect on green purchase intention. (2) Pro-environmental identity has a positive and significant effect on green purchase intention. (3) Religiosity and environmental literacy have a positive and significant effect on pro-environmental identity. (4) Pro-environmental identity acts as a mediating variable between religiosity and environmental literacy on students' green purchase intention.