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Beyond Awareness: Investigating How Moral Obligation Strengthens the Impact of Environmental Knowledge on Green Purchase Intention

Jurnal Sains Sosio Humaniora · Vol. 9 No. 2 (2025) · hlm. 37–46

DOI
10.22437/jssh.v9i2.54977
ISSN
2580-2305, 2580-1244
Terbit
2025-12-25
Penerbit
LPPM Universitas Jambi
Bahasa
en
Lisensi
creativecommons.org/licenses/by/4.0

Abstrak

This study investigates the effect of environmental knowledge on green purchase intention and examines the moderating role of moral obligation in this relationship. A quantitative research design was employed using a survey approach. Data were gathered through an online questionnaire administered to 512 individuals who have prior experience considering or purchasing environmentally friendly products. The analysis was conducted using SmartPLS version 4. The results reveal that environmental knowledge exerts a positive and significant influence on green purchase intention. In addition, moral obligation significantly moderates this relationship. Specifically, the impact of environmental knowledge on purchase intention becomes stronger when individuals possess a heightened sense of moral responsibility toward environmental preservation. These findings support existing literature by highlighting the interplay between cognitive factors (knowledge) and moral considerations in shaping sustainable consumption behavior. The study also emphasizes the importance of combining educational efforts with ethical awareness in developing effective green marketing strategies.

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Rekan penulisOrganisasiArtikel bersama
Nyayu Khalilah PutriAfiliasi tidak diketahui4
Meilinda Dwi AnugrahAfiliasi tidak diketahui4
Kurnia OktariniAfiliasi tidak diketahui1
Clarissa Widya PratiwiAfiliasi tidak diketahui1
Da’iyah Fi SalamittasbihiAfiliasi tidak diketahui1
Ika Satya PandiyaAfiliasi tidak diketahui1

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Sumber metadata: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JSSH/oai, pertama di-harvest 6 Nov 2026, terakhir terlihat 8 Nov 2026.
Metadata asli (oai_dc) 
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	<dc:title xml:lang="en">Beyond Awareness: Investigating How Moral Obligation Strengthens the Impact of Environmental Knowledge on Green Purchase Intention</dc:title>
	<dc:creator xml:lang="en">Firza, Edy</dc:creator>
	<dc:creator xml:lang="en">Meilinda Dwi Anugrah</dc:creator>
	<dc:creator xml:lang="en">Kurnia Widya Oktarini</dc:creator>
	<dc:creator xml:lang="en">Ulfah Tika Saputri</dc:creator>
	<dc:creator xml:lang="en">Devi Febrianti</dc:creator>
	<dc:subject xml:lang="en">Environmental Knowledge</dc:subject>
	<dc:subject xml:lang="en">Moral Obligation</dc:subject>
	<dc:subject xml:lang="en">Green Purchase Intention</dc:subject>
	<dc:description xml:lang="en">This study investigates the effect of environmental knowledge on green purchase intention and examines the moderating role of moral obligation in this relationship. A quantitative research design was employed using a survey approach. Data were gathered through an online questionnaire administered to 512 individuals who have prior experience considering or purchasing environmentally friendly products. The analysis was conducted using SmartPLS version 4. The results reveal that environmental knowledge exerts a positive and significant influence on green purchase intention. In addition, moral obligation significantly moderates this relationship. Specifically, the impact of environmental knowledge on purchase intention becomes stronger when individuals possess a heightened sense of moral responsibility toward environmental preservation. These findings support existing literature by highlighting the interplay between cognitive factors (knowledge) and moral considerations in shaping sustainable consumption behavior. The study also emphasizes the importance of combining educational efforts with ethical awareness in developing effective green marketing strategies.</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2025-12-25</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JSSH/article/view/54977</dc:identifier>
	<dc:identifier>10.22437/jssh.v9i2.54977</dc:identifier>
	<dc:source xml:lang="en">Jurnal Sains Sosio Humaniora; Vol. 9 No. 2 (2025): Volume 9, Nomor 2 Desember 2025; 37 - 46</dc:source>
	<dc:source>2580-2305</dc:source>
	<dc:source>2580-1244</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JSSH/article/view/54977/24199</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2025 Edy Firza, Meilinda Dwi Anugrah, Kurnia Widya Oktarini, Ulfah Tika Saputri, Devi Febrianti</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>