INTENTION–BEHAVIOR GAP IN PURCHASING ENVIRONMENTALLY FRIENDLY PRODUCTS ON INDONESIAN E-COMMERCE PLATFORMS: AN ANALYSIS OF PERCEIVED CONVENIENCE, ONLINE SHOPPING EXPECTATIONS, AND CONSUMER BEHAVIOR ENABLERS

Mulyadi Muchtiar, Ahmad Budi Sulistioyuwono, Erlangga Rahmi, Herman S Soegoto, Lilis Puspitawati

Abstract


The growth of e-commerce in Indonesia creates major opportunities for marketing environmentally friendly products, yet it remains constrained by the intention–behavior gap—the mismatch between consumers stated intentions and their actual green purchases. This study examines how the intention to purchase environmentally friendly products translates into actual purchases on Indonesian e-commerce platforms by integrating the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the Unified Theory of Acceptance and Use of Technology (UTAUT). Using a quantitative cross-sectional survey, data from 174 active e-commerce users were analyzed with SEM-PLS and 5,000 bootstrapping iterations. The measurement model showed excellent reliability (Cronbach’s Alpha 0.852–0.943) and strong convergent validity (AVE 0.695–0.856). Results indicate that 86.2% of respondents have a high intention to buy green products (M = 4.22), while 79.3% report actual green purchases (M = 4.03), yielding an objective gap of 6.9 percentage points; however, only 16.7% acknowledge a subjective gap, suggesting optimism bias. All structural hypotheses (H1–H7) are supported (p < 0.001): perceived convenience strongly affects trust (r = 0.599) and intention (r = 0.704), trust predicts intention (r = 0.797), and intention very strongly predicts actual behavior (r = 0.828). Platform enablers exert the strongest influence on behavior (r = 0.810, M = 4.15), exceeding all barriers (highest M = 3.34). Overall, the findings show that e-commerce platform design—especially eco-friendly filters, eco-scores, and green labels—is a key lever for reducing the intention–behavior gap in sustainable consumption in Indonesia.

Keywords: intention–behavior gap, environmentally friendly products, e-commerce, SEM-PLS, sustainable consumption

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DOI: https://doi.org/10.71312/mrscholar.v2i2.1017

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