Bridging The Value-Action Gap For Sustainable Consumption Practices: A Study Of Consumer Behavior In Banyumas SMES

Siti Alipun Nuroniah, Larisa Pradisti, Asmi Ayuning Hidayah, Arif Budianto

Abstract


This study investigates the gap between intention and action regarding sustainable consumption of SMEs in Banyumas, Indonesia. It analyzes how environmental knowledge influences green purchase behavior, with social influence as a moderating factor. This research utilizes a survey approach to investigate the intention-action gap in green consumption among consumers in Banyumas, Indonesia. Purposive sampling ensures that 208 participants relevant to the study are included. Partial Least Squares Structural Equation Modeling (PLS-SEM) is used to analyze the data and understand how environmental knowledge and social influence affect green purchase behavior.

Keywords: Green Marketing, Sustainability Value-Action Gap, Green Consumerism, SME


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