Green Innovation and Green Purchase Intention: Consumer Innovativeness as Moderator
DOI:
https://doi.org/10.54099/ijibmr.v6i2.1971Keywords:
green marketing innovation, product innovation, consumer innovativeness, green purchase intention, sustainable consumptionAbstract
This study examines whether green marketing innovation and product innovation influence green purchase intention and whether consumer innovativeness strengthens these relationships in Denpasar's culinary sector. A quantitative survey of 120 consumers was analysed using partial least squares structural equation modelling (PLS-SEM). The measurement model met the reported reliability and validity criteria, with outer loadings above 0.70, composite reliability above 0.70, average variance extracted above 0.50, and HTMT values below 0.90. The structural model explained 67.2% of the variance in green purchase intention and showed positive predictive relevance (Q² = 0.481). Green marketing innovation (β = 0.286, p < 0.001) and product innovation (β = 0.361, p < 0.001) significantly increased green purchase intention. Consumer innovativeness significantly strengthened both relationships (β = 0.173, p = 0.014; β = 0.196, p = 0.004). The findings extend Diffusion of Innovation theory by demonstrating that sustainability-oriented innovation becomes more effective when consumers are more receptive to new products and ideas.
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