This study expanded the theory of planned behavior (TPB) by incorporating additional factors to examine predictors of green purchase intention, behavior, and advocacy. A survey of 358 green cosmetics consumers in Indonesia found attitude, subjective norm, and celebrity endorsement positively influenced intention and behavior. Perceived behavioral control only predicted intention and behavior. Additionally, greenwash perception and financial risk deterred green purchase outcomes. All factors except perceived behavioral control indirectly affected advocacy by mediating intention and behavior. The research contributes by underscoring the significance of TPB factors and external variables in shaping green advocacy. Marketers must consider consumer attitudes, social influences, endorsers, and allaying concerns to encourage green purchase and recommendation
Oleh :
Ayu Ekasari
