The Influence of Consumer Attitude on Green Purchase Intention: The Moderating Role of Subjective Norms in Eco-Friendly Tissue Products

Abstract

This study investigates the role of consumer attitude in shaping green purchase intention for eco-friendly tissue products and examines whether subjective norms moderate this relationship. Drawing on the Theory of Reasoned Action and consumption value theory, this study conceptualizes consumer attitude as being influenced by functional, emotional, egoistic (health-related), social, and economic values. A survey was conducted among consumers of environmentally friendly tissue products in Bandar Lampung, Indonesia, yielding 152 valid responses. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that consumer attitude has a positive and significant effect on green purchase intention. Functional value, egoistic value, and social value significantly enhance consumer attitude, whereas emotional value shows no significant effect. Interestingly, economic value exerts a significant but negative influence on consumer attitude, suggesting that higher price sensitivity may reduce favorable attitudes toward eco-friendly tissue products. Furthermore, subjective norms do not significantly moderate the relationship between consumer attitude and green purchase intention. These findings contribute to the green consumption literature by demonstrating that, for low-involvement and frequently purchased green products, purchase decisions are primarily driven by individual evaluations rather than social pressure. This study extends the application of the Theory of Reasoned Action by highlighting the limited role of subjective norms in everyday green consumption contexts. The results also provide practical insights for marketers and policymakers to emphasize functional performance, health benefits, and social value rather than moral appeals or price-based strategies when promoting eco-friendly tissue products.