GREEN PERCEIVED QUALITY DAN GREEN PERCEIVED CONSUMERISM SEBAGAI DETERMINAN GREEN PURCHASE INTENTION: ANALISIS PADA UMKM BERBASIS GREEN ECONOMY

This study aims to examine the influence of green perceived quality and green perceived consumerism on green purchase intention, with green perceived value acting as a mediating variable, regarding green products produced by MSMEs. The study involved 100 respondents, purchasers of green products at food retailers in Central Java, selected using purposive sampling. Primary data were collected via a questionnaire using a 1–5 Likert scale and subsequently analyzed using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) method with SmartPLS software (version 4.1.1.8). The results indicate that green perceived quality, green perceived consumerism, and green perceived value significantly influence green purchase intention. Regarding the mediating role, green perceived value was found to mediate the effects of green perceived quality and green perceived consumerism on green purchase intention. Furthermore, the results demonstrate that green perceived value mediates the influence of green brand image on green purchase intention, confirming the role of this intervening variable in the relationship.