The Influence of Perceived Consumer Effectiveness and Green Perceived Value on Green Purchase Intention: Mediating and Moderating Mechanisms in Pijak Bumi

The fashion industry has become one of the largest contributors to environmental problems, encouraging the emergence of environmentally friendly consumption behavior. However, consumers' positive attitudes toward sustainable products do not always lead to purchase intentions. This study aims to analyze the influence of perceived consumer effectiveness and green perceived value on green purchase intention through attitude towards green product, with price sensitivity as a moderating variable among prospective consumers of Pijak Bumi sustainable footwear products. This research employed a quantitative approach with descriptive and explanatory research designs. Data were collected from 389 respondents using a structured questionnaire and analyzed through Structural Equation Modeling–Partial Least Squares. The findings indicate that green perceived value and attitude towards green product have a positive and significant effect on green purchase intention, whereas perceived consumer effectiveness does not directly influence green purchase intention. Nevertheless, perceived consumer effectiveness and green perceived value significantly influence attitude towards green product, which also mediates their relationship with green purchase intention. In contrast, price sensitivity does not moderate the relationship between attitude towards green product and green purchase intention. These findings highlight the important role of consumers' positive attitudes in strengthening purchase intentions toward sustainable footwear products.