Investigating the influence of green marketing strategies on pro-environmental consumer purchasing behavior in Indonesia

This study evaluates the role of green marketing in shaping the Theory of Planned Behavior (TPB) and the subsequent enactment of pro-environmental purchasing behavior (PEPB) within the Indonesian context. An online survey, targeting Semarang residents and delivered between July and August 2024, this research was conducted using data collected from 250 residents of Semarang City. While the findings provide valuable insights into local perceptions and behaviors, This research was conducted using data collected from 250 residents of Semarang City. While the findings provide valuable insights into local perceptions and behaviors, the findings should be interpreted as context-specific and not directly generalizable to the entire Indonesian population. with the resulting dataset subjected to partial least squares structural equation modeling (PLS-SEM) for confirmatory analysis. Findings indicate that both green pricing and product-oriented promotion exert statistically significant and positive effects upon PEPB, with the latter mediating effects within the TPB framework. Conversely, green physical evidence exerts a positive influence upon TPB without a direct impact upon PEPB. It is also observed that TPB constructs exert strong predictive power upon PEPB. Collectively, the structural model accounts for 33% of the variance in PEPB and 31% in TPB, thereby implying the operation of further psychological or contextual determinants beyond the measured variables. The empirical evidence thus foregrounds the behavioral primacy of transparent and credible price signals in tandem with explicit promotional messages, suggesting that consumers in the Indonesian market are more responsive to readily observable elements than to less visible internal management practices. The study advances the theoretical integration of green marketing variables within TPB-informed sustainability models and offers actionable guidance for companies seeking to cultivate pro-environmental behavior among consumers in emerging economies. Future studies should employ multi-site sampling across diverse Indonesian regions to improve the external validity and representativeness of findings.