September 5, 2025Open Access

Exploring the Mediating Role of Perception of AI-Driven Personalization and Green Purchase Intention in the Relationship Between Environmental Knowledge, Environmental Attitude, and Green Purchasing Behavior Among Youth in Java Island

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Strengthening environmental knowledge enhances positive attitudes towards green purchasing behavior among youth, promoting sustainability.
Significant findings indicate that environmental attitude positively influences both green purchase intention and behavior, demonstrating a critical link.
Analysis using PLS-SEM revealed strong predictive power of the model, with multiple direct and indirect pathways to green purchasing behavior.
Implications emphasize the need for effective platform design and education to support environmentally friendly purchasing decisions among youth.

Authors

FSFeliks Prasepta Sejahtera SurbaktiAtma Jaya Catholic University of Indonesia HHHotma Antoni HutahaeanAtma Jaya Catholic University of Indonesia MIMaria Magdalena Wahyuni InderawatiAtma Jaya Catholic University of Indonesia

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Implication

Cross-sectional survey reveals how environmental knowledge and AI personalization enhance green purchase intention among youth, suggesting strategic implications for sustainable consumption.

Cite This Study

Surbakti et al. (2025) studied this question.

synapsesocial.com/papers/68c23a2cb210217d6477ef75 https://doi.org/10.20944/preprints202509.0021.v1

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Implication

Cross-sectional survey reveals how environmental knowledge and AI personalization enhance green purchase intention among youth, suggesting strategic implications for sustainable consumption.

Exploring the Mediating Role of Perception of AI-Driven Personalization and Green Purchase Intention in the Relationship Between Environmental Knowledge, Environmental Attitude, and Green Purchasing Behavior Among Youth in Java Island

Key Points

Discussion

Implication

Cite This Study

Exploring the Mediating Role of Perception of AI-Driven Personalization and Green Purchase Intention in the Relationship Between Environmental Knowledge, Environmental Attitude, and Green Purchasing Behavior Among Youth in Java Island

Key Points

Discussion

Implication

Cite This Study

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