Theory of Planned Behavior and Green Buying Decisions: Mediating Effects of Emotional Intelligence and Moderating Effects of Consumer Knowledge
DOI:
https://doi.org/10.29408/jpek.v10i2.36102Keywords:
Consumer Knowledge, Emotional Intelligence, Green Buying Decisions, TPBAbstract
This study examines the influence of the Theory of Planned Behavior (TPB) on green buying decision among organic coffee consumers by incorporating emotional intelligence as a mediating variable and consumer knowledge as a moderating variable. A quantitative explanatory approach was employed using purposive sampling, resulting in 302 respondents in Pontianak, Indonesia. Data were collected through a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results indicate that attitude, perceived behavioral control, and emotional intelligence significantly influence green buying decision, whereas subjective norm has no direct significant effect. Subjective norm and perceived behavioral control significantly affect emotional intelligence, which mediates their relationships with green buying decision. However, consumer knowledge does not moderate the relationships between the TPB constructs and green buying decision. These findings extend the Theory of Planned Behavior by demonstrating the role of emotional intelligence as an underlying psychological mechanism in green purchasing behavior while providing empirical evidence from the organic coffee market in Indonesia.
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