The Implication of Eco-labels on the Green Intention to Purchase in the Gallon Mineral Water in Indonesia: Using the Theory of Reasoned Action and Considering role of the Product Knowledge

Abstract

Mineral water is a fundamental need for every individual. Therefore, when selecting what to consume, one must make a well-considered choice. The consumption of mineral water should consider both its health benefits and its environmental impact. This study uses the Theory of Reasoned Action (TRA) to investigate how eco-labels affect customer’intention to purchase green gallon mineral water. This study seeks to investigate the youth market, particularly Generation Z, defined as those between the ages of 12 and 29, who are a generation with easy access to information. Thus, the aims of this study is to investigate the impact of eco-label on customer purchase intention in green gallon mineral water at Le Mineral. The research method employed is quantitative, using a sampling technique known as purposive sampling, involving the distribution of questionnaires to Generation Z respondents in Indonesia with a total of 210 participants. This study's data analysis makes use of PLS Version 4 and structural equation modelling - partial least squares (SEM-PLS). The results indicate that eco-labels positively influence attitudes toward the product, subjective norms, and green purchase intentions. Additionally, subjective norms have a beneficial effect on green purchase intentions. In the other hand, attitudes toward the product has a negative impact on green purchase intention. Product knowledge acts as a moderating variable that influences the relationship between attitudes toward the product, subjective norms, and the intention to make green purchases. Customers who are familiar with green products neither showed evidence having a greater association between their attitudes towards the product and green purchase intention, nor subjective norms and green purchase intention.