Green value and servitization effects on purchase intentions toward Indonesian micro food enterprises

This study looks at how Green Perceived Value (GPV) shapes consumers’ Intention to Buy (ITB), with Green Servitization (GS) acting as a bridge between the two. We began with a simple question: is buying intention really just about rational cost–benefit calculations as classical economic theories suggest? To explore this, we surveyed consumers using a five-point Likert scale and analysed the data with PLS-SEM. The results suggest a clearer story. GPV does not directly lead to ITB. Instead, its influence works through GS. In other words, consumers are more likely to intend to buy when green value is translated into meaningful service-based offerings. This indirect effect is significant overall, and especially strong among female respondents. For women, GPV positively drives GS, which in turn strongly predicts ITBshowing full mediation. It seems women are more inclined to convert green value perceptions into buying intentions when supported by green-oriented services.For men, although GPV strongly predicts GS,GS does not significantly affect ITB. This makes the mediation insignificant. In general, the pathway from GPV to ITB appears to depend on gender.Theoretical and practical implications are provided.