SUSTAINABILITY AS A STRATEGIC NECESSITY: THE MODERATING ROLE OF GREEN PERCEIVED VALUE ON THE RELATIONSHIP BETWEEN GREEN PRODUCT, GREEN BRAND IMAGE, AND PURCHASING DECISIONS

Sri Paulus; Asep Rokhyadi Permana Saputra

Authors

Sri Paulus Magister Management, Department of Management, Faculty of Economics, Mercu Buana Yogyakarta University, Indonesia
Asep Rokhyadi Permana Saputra Department of Management, Faculty of Economics, Mercu Buana Yogyakarta University, Indonesia

Keywords:

Green Product, Green Brand Image, Green Perceived Value, Purchasing Decisions

Abstract

Indonesia, as an agrarian nation, continues to face challenges in agricultural distribution inefficiency, particularly in the Yogyakarta region, leading to significant farmer losses and reduced product quality. This study aims to analyze the influence of Green Product (GP) and Green Brand Image (GBI) on Purchasing Decisions (PD) for organic products, with Green Perceived Value (GPV) serving as a moderating variable. Grounded in the Value-Belief-Norm (VBN) Theory, the research explains that pro-environmental behavior emerges from individuals’ personal values, environmental beliefs, and moral norms. Using a quantitative approach, the study employed a saturated sampling technique involving 293 respondents and analyzed the data with Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings reveal that both GP and GBI have positive and significant effects on PD, while GPV strengthens these relationships. Theoretically, the study extends the VBN framework by confirming that sustainability-oriented values foster consumers’ environmental beliefs and moral norms, which subsequently translate into voluntary green purchasing behavior. This finding suggests that Indonesian consumers increasingly demonstrate a sense of moral responsibility toward the environment, minimizing the value–action gap in green consumption. Practically, producers are encouraged to improve transparency through credible eco-certifications and clear communication about environmental impacts. Green products should be designed to integrate into consumers’ daily routines, supported by consistent experiences that align with green claims to enhance trust and loyalty. Furthermore, companies should build both emotional and rational connections between consumers’ sustainability values and product attributes to strengthen long-term commitment to green consumption.

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