Green Social Identity VS Product Knowledge: Mediating Roles in Plant-Based Purchase Intention in Indonesia
Identitas Sosial Hijau VS Pengetahuan Produk: Peran Mediasi dalam Niat Membeli Produk Berbahan Dasar Tumbuhan di Indonesia
DOI:
https://doi.org/10.21070/jbmp.v12i2.2429Keywords:
Social Influence, Green Social Identity, Green Product Knowledge, Green Purchase Intention, Plant-Based FoodAbstract
To address the need for sustainable dietary transitions in emerging markets, this study aims to examine how social influence shapes green purchase intentions for plant-based foods in Indonesia, specifically evaluating the parallel mediating roles of Green Social Identity and Green Product Knowledge. Utilizing a quantitative explanatory design, data were collected from 253 consumers within Indonesian plant-based communities and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that social influence exerts no direct effect on green purchase intentions; rather, its impact is fully indirect. While both Green Social Identity and Green Product Knowledge act as significant mediators, the indirect effect driven by social identity is substantially stronger than the knowledge-based pathway. Theoretically, this demonstrates that identity-based mechanisms surpass mere product knowledge in translating social expectations into sustainable behavior, extending Social Identity Theory in the context of green consumption. Practically, these findings imply that plant-based food marketers must move beyond purely educational campaigns and prioritize fostering community identity—such as establishing plant-based clubs and grassroots initiatives to effectively leverage social belonging as a driver for sustainable consumption.
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Copyright (c) 2026 Antoni Suparno; Stella Poh (Author); Wirawan Endro Dwi Radianto, Irfan
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