Sustainability and Consumer Behavior: Enhancing Trust and Purchase Decisions in Eco-Friendly Products

DOI

10.2991/978-2-38476-565-2_41How to use a DOI?

Keywords

Green knowledge; green attitude; green trust; purchasing decisions; BPA-free; sustainable marketing

Abstract

The central goal of this study is to examine the different factors that influence purchasing choices for baby plastic products featuring BPA-free labels by analyzing the roles played by green knowledge, green attitude, and green trust. Additionally, this inquiry looks into the capacity of green trust to act as a mediator within the realm of sustainable marketing, emphasizing how essential consumer assurance is in encouraging environmentally conscious buying practices. The defined population for this study involves mothers of young children located in West Java who have previously bought BPA-free infant plastic goods, involving a final group of 360 respondents. Data collection was carried out through a structured questionnaire employing Likert-scale indicators and was subsequently evaluated via a quantitative framework using the Structural Equation Modeling-Partial Least Squares (SEM-PLS) technique. The empirical results demonstrate that green knowledge, green attitude, and green trust each have a direct, favorable, and statistically significant impact on the ultimate decision to buy. However, the analysis shows that green trust does not function as a mediator for the influence of green knowledge on purchase intentions, whereas it acts as a major mediating element in the connection between green attitude and the purchasing outcome. These findings underscore the fact that both ecological awareness and consumer confidence are critical factors in the development of sustainable consumption habits. This study enriches the current literature on sustainable marketing by providing evidence-based insights into the interaction between green knowledge, attitude, and trust in driving eco-friendly behavior. Its specific value lies in revealing the asymmetric mediating role of green trust, which offers a more nuanced perspective on how consumer confidence uniquely influences the motivation behind buying environmentally safe products.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Catur Widayati
AU  - Fadhila Dhia Malihah
AU  - Dekrita Putri Puspa Wijaya
AU  - Hasliza Abdul Halim
PY  - 2026
DA  - 2026/04/30
TI  - Sustainability and Consumer Behavior: Enhancing Trust and Purchase Decisions in Eco-Friendly Products
BT  - Proceedings of the 2nd International Conference on Social Environment Diversity (ICOSEND 2025)
PB  - Atlantis Press
SP  - 323
EP  - 333
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-565-2_41
DO  - 10.2991/978-2-38476-565-2_41
ID  - Widayati2026
ER  -