The Effect of Environmental Concern and Green Product on Green Purchase Intention with Environmental Knowledge as a Moderating: Conceptual Study on IKEA Indonesia

Abstract

Global warming, which drives climate change, is a serious challenge in Indonesia. The government encourages individuals and companies to adopt environmentally friendly practices to reduce its impact. Retailers like IKEA Indonesia implement sustainable business strategies to raise consumer awareness of green product consumption. This study aims to examine the influence of environmental concern and green products on green purchase intention, with environmental knowledge as a moderating variable that strengthens or weakens consumer buying behavior. The research uses a Structural Equation Modeling (SEM) approach with Partial Least Square (PLS). The findings have important implications for IKEA Indonesia in increasing green product purchase intentions by considering consumer attitudes toward the environment. Enhancing environmental concern and corporate sustainability efforts is essential to boost consumer interest in eco-friendly products at IKEA