Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis

Studies Management and Finance Economics, of Journal 0504-2644 (online): ISSN 0490,-2644 (print): ISSN 5202 December 12 Issue 80 Volume 8.317 Factor: Impact ,45-i12-10.47191/jefms/v8 DOI: Article 6803-8024 No: Page JEFMS, Volume 08 Issue 12 December 2025 www.ijefm.co.in Page 8024 Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis Made Pradnyan Permana Usadi1, I Komang Oka Permadi2, I Putu Wahyu Dwinata JS3 1,2,3Universitas Mahasaraswati Denpasar ABSTRACT: This study explores the psychological and social factors influencing consumer intention to adopt biodegradable plastic bags in Denpasar City, Bali. It particularly examines the roles of green awareness, subjective norms, and green trust in shaping green purchase intention. Using a quantitative approach, data were collected from 119 Denpasar residents through structured questionnaires. The sample adequacy was verified using G*Power analysis, and data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3 to test the hypothesized relationships. The findings indicate that green trust is the most dominant factor, significantly and positively influencing purchase intention. Green awareness strongly enhances this trust; however, its direct influence on purchase intention is insignificant, confirming green trust as a full mediator. Interestingly, subjective norms neither directly affect purchase intention nor enhance green trust, instead showing a negative and significant association with trust. Theoretically, the results emphasize that in contexts characterized by uncertainty about product efficacy and relatively higher prices, trust serves as the critical cognitive bridge linking awareness to behavioral intention. Practically, the study suggests that marketers and policymakers should shift focus from promoting general environmental awareness or social conformity toward building trust through quality assurance, transparent labeling, and reliable availability. Overall, this research provides novel empirical evidence of green trust’s full mediating role and highlights the paradoxical negative influence of subjective norms within an emerging urban Indonesian context. KEYWORDS: Green purchase intention, Biodegradable plastic bags, Green awareness, Subjective norms, Trust in green product I. INTRODUCTION Environmental issues have become a global concern requiring urgent attention from various stakeholders. One of the main challenges is the increasing volume of non-biodegradable plastic waste, which significantly contributes to global warming and environmental pollution. Plastic waste not only pollutes land and oceans but also threatens the sustainability of ecosystems and human health. In Indonesia, the problem of plastic waste is also a serious concern. As an archipelagic country with a large population, Indonesia faces challenges in effective waste management. Major cities, including Denpasar, are experiencing a rise in waste volume in line with population growth and economic activity. As the capital of Bali Province, Denpasar City faces complex waste management issues. The volume of waste generated in Denpasar has shown an upward trend from 2021 to 2024, with an increase of more than 15% since 2022. This rise has made Denpasar the region with the highest amount of waste among all regencies and cities in Bali. This fact underscores the urgency of addressing waste management issues in the city, especially amid the limited capacity of final disposal sites and the resulting environmental impacts. Table 1. The Top Three Waste-Generating Regions in Bali Province Regions Volume of Waste (in Ton) 2021 2022 2023 2024 Denpasar 349,519.44 316,312.65 357,984.70 366,806.75 Gianyar 141,337.13 196,698.50 196,698.50 205,137.00 Badung 116,731.24 119,474.58 195,222.49 199,810.15 Source: sipsn.menlhk.go.id (2025) Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis JEFMS, Volume 08 Issue 12 December 2025 www.ijefm.co.in Page 8025 According to the National Waste Management Information System (sipsn.menlhk.go.id, 2025), households are the largest contributors to waste generation in Bali Province, accounting for 76.15% of the total waste volume. This proportion is significantly higher than that of other sources, including commercial activities (7.50%), markets (5.12%), residential complexes (4.47%), public facilities (3.69%), offices (1.41%), and other categories (1.66%). In terms of waste composition, wood and branches represent the largest share at 41.12%, followed by food waste at 27.20% and plastic waste at 11.90%. These figures indicate that household-generated waste is the primary driver of increasing waste volume in Bali. While plastics do not constitute the largest waste category, the widespread habit of using plastic bags to wrap food waste exacerbates the problem. In response to this waste issue, the Denpasar City Government has implemented various policies, such as banning the use of plastic bags through Denpasar Mayor Regulation No. 36 of 2018 and mandating waste separation starting from October 1, 2024 (jdih.denpasarkota.go.id, 2018). The Bali Provincial Government has also issued Governor’s Circular Letter No. 9 of 2025, which officially prohibits the production and distribution of bottled drinking water in plastic packaging with volumes below one liter. This ban applies not only to large-scale producers but also to small and medium enterprises (SMEs) selling small-sized single-use plastic bottles. The policy is driven by the fact that small plastic bottles, such as 220 ml cup packaging, are a major contributor to environmental pollution in Bali (www.tempo.co, 2025). Furthermore, community-based waste management initiatives, such as the establishment of waste banks at the village and sub-district levels, have been promoted to address waste management challenges (denpasarkota.go.id, 2023). To gain deeper insights into household waste disposal practices, preliminary interviews were conducted with a randomly selected group of 10 households in Denpasar. The results showed that nine households regularly reused conventional shopping bags for disposing of both organic and non-organic waste, mainly for reasons of convenience. Many respondents were unaware that conventional plastics take decades to decompose and cause long-term environmental harm. Some had heard of biodegradable plastic bags but were unsure about their differences from regular plastics or the potential benefits they might provide. For most, reusing shopping bags was seen as a normal and widely accepted practice within their community. A few respondents expressed skepticism about whether biodegradable bags truly decompose faster and are safer for the environment. Price and limited availability were also cited as concerns. Nevertheless, respondents expressed a willingness to try biodegradable bags if they were affordable and easily accessible, provided they offered the same practicality as regular plastic bags. Several participants also suggested that a more effective approach would be for retailers to adopt biodegradable plastic bags for shopping purposes, as this would naturally increase their circulation and use among the public. These qualitative insights reveal that low green awareness, strong influence of community norms, and uncertainties about the reliability and accessibility of biodegradable bags shape consumer trust in green products, which in turn influences their intention to adopt biodegradable alternatives. Green awareness refers to an individual's understanding of the impact of human activities on the environment and the importance of adopting environmentally responsible behaviors. Prior research found that green environmental awareness positively influences green purchase intention among university students in Pakistan (Mujahid et al., 2024). Other research has confirmed its positive and significant effect on purchase intention (Andika & Nuvriasari, 2024; Biby et al., 2024). Awareness is linked to green trust a crucial element in consumer decision-making (Bahtiar & Asih, 2025). However, the established relationship between green awareness and trust is not universally confirmed. The number studies directly linking green awareness and trust in green product remain scarce. Empirical evidence also presents contradictions regarding the awareness. For example, while some studies show only a weak correlation between green awareness and green purchase intention (Adelina & Hutabarat, 2023; Sh. Ahmad et al., 2021), a conflicting study found no significant influence of green awareness on either green trust or green purchase intention among food consumers in Riau Province (Musfar et al., 2024). This theoretical ambiguity is magnified by practical challenges. While awareness is acknowledged as the crucial first step toward sustainable consumption (Gao & Shao, 2022), it is often insufficient to drive lasting behavioral change. In Denpasar, for example, despite growing recognition of severe plastic waste issues, a majority of residents remain inconsistent in waste separation and continue using conventional plastics for disposal. This suggests that awareness alone is insufficient to drive behavioral change, making it necessary to examine other contributing factors. Subjective norms also play a significant role in shaping behavioral intentions. It refers to the perceived social pressure from important others such as family members, neighbors, or community leaders regarding a particular action. In the context of environmentally friendly products, individuals are generally more likely to adopt sustainable practices, including using biodegradable plastic bags and engaging in waste separation, when their social environment supports such behaviors. Conversely, if prevailing norms remain permissive toward single-use plastics, behavioral change becomes notably difficult, even among those with high green awareness. Empirical evidence strongly supports this role, demonstrating that subjective norms significantly affect purchasing behavior (Chanda et al., 2024; Kumar & Pandey, 2023; Kumar & Sinha, 2025; Nguyen et al., 2022; Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis JEFMS, Volume 08 Issue 12 December 2025 www.ijefm.co.in Page 8026 Rehman et al., 2024). Furthermore, subjective norms can help build trust in green product by reinforcing positive perceptions through shared experiences and information exchange (Khoiriah & Imaningsih, 2025). However, the literature that directly examines the link between subjective norms and trust in green product remains limited. This limitation is coupled with findings that are often inconsistent; several studies have reported mixed or non-significant results regarding the influence of subjective norms on key consumer outcomes (Christina & Adiati, 2023; Sinh, 2024; Zhao et al., 2025). Trust in green product is another crucial factor driving adoption. It reflects consumer confidence that a product is genuinely safe, effective, and beneficial for the environment. However, significant skepticism remains due to limited information, higher prices, and past negative experiences. The pervasive issue of greenwashing where companies use misleading environmental claims without genuine sustainability commitments has further eroded this trust, as seen in cases involving large corporations such as Nestlé, Shell, and Adaro Energy (Olivia et al., 2024). This widespread practice undermines consumer confidence and severely hinders the adoption of sustainable alternatives. Without sufficient trust, switching to eco-friendly products is unlikely, even when both green awareness and social support are present. For this reason, empirical studies have often confirmed that trust in green product significantly influences green purchasing behavior (Chairunnisa & Perdhana, 2020; Guerreiro & Pacheco, 2021; Huyen et al., 2025; Mawardi et al., 2024). Yet, the literature is not entirely homogenous. This study acknowledges the existence of contradictory findings, (Musfar et al., 2024), for instance, found that green trust did not influence the intention to purchase eco-friendly food packaging. This inconsistency, coupled with the real-world challenge of pervasive greenwashing, highlights the necessity for contextual re-examination of green trust as the final determinant of sustainable consumption behavior. The practical struggle of Denpasar residents with waste separation, coupled with conflicting findings regarding the role of Green Awareness, Subjective Norms, and Trust in Green Product, reveals a significant gap in the sustainable consumption literature. Reconciling these theoretical inconsistencies and addressing the local behavioral paradox is crucial for developing effective environmental strategies. Therefore, this study aims to examine the influence of Green Awareness, Subjective Norms, and Trust in Green Product on the Intention to Purchase Biodegradable Plastic Bags among residents in Denpasar. II. LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT Theory of Planned Behavior The Theory of Planned Behavior (TPB), pioneered by (Ajzen, 1991), is widely regarded as the most robust and influential framework for forecasting and elucidating individual decision-making processes across various domains, including proenvironmental behavior (Alzubaidi et al., 2021). TPB is fundamentally an extension of the Theory of Reasoned Action (TRA), asserting that an individual's behavioral intention is the most direct determinant of their actual behavior. This intention is, in turn, jointly influenced by three core psychological constructs: attitude toward the behavior, subjective norms, and perceived behavioral control. While the original TPB model posits these three factors as direct predictors of intention, the model remains flexible. Subsequent green marketing studies often adapt and expand this framework by incorporating additional contextspecific variables, such as green awareness and trust in green product, to enhance its predictive power in complex environmental consumption scenarios. This study specifically employs the TPB as its foundational lens to analyze the determinants of purchasing intentions for biodegradable plastics bags in Denpasar. Green Purchase Intention of Biodegradable Plastic Bags Purchase intention is the primary indicator for predicting consumer behavior and the ultimate predictor of actual purchase (Pusparini et al., 2024). Within the framework of the TPB, intention is conceptualized as the direct antecedent to action, reflecting the extent of a person's readiness to perform a given behavior. In the context of biodegradable products, consumers' intention is theorized to be jointly influenced by their attitudes, subjective norms, and perceived behavioral control (Ajzen, 1991). Green purchasing intentions represent the probability that a consumer will buy a specific product or service from a company, directly driven by their environmental concerns and perception of the company's ecological friendliness (Guerreiro & Pacheco, 2021). When consumers possess high awareness, receive strong social encouragement, and believe that the product is authentically environmentally friendly, their tendency to purchase will increase significantly (Mabkhot, 2024). Therefore, understanding the interrelationship among these cognitive and social factors is paramount to encouraging the sustained adoption of sustainable alternatives, such as biodegradable plastic bags, in the Denpasar community Green Awareness Environmental awareness is a foundational component of pro-environmental behavior, leading consumers who understand ecological degradation to intrinsically favor products marketed as environmentally friendly. This inclination operates through a cognitive process where knowledge elevates concern, fostering a positive attitude toward green products and, critically, Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis JEFMS, Volume 08 Issue 12 December 2025 www.ijefm.co.in Page 8027 translating into stronger purchase intentions (Biby et al., 2024). However, this positive mindset is not always linear, as consumers may still harbor negativity toward the product due to factors like perceived lower quality or higher cost (Bulsara & Trivedi, 2023). Therefore, promoting sustainable behavior requires a comprehensive approach that uses green advertising and reinforces social influence and self-image to embed environmental responsibility into daily choices (Ghouri & Haq, 2018). Empirical evidence consistently supports this premise, confirming that green awareness significantly influences consumer preferences (Mujahid et al., 2024), impacts overall green behavior (Andika & Nuvriasari, 2024) and enhances green trust (Bahtiar & Asih, 2025). Locally, this positive effect is partially observable in Denpasar City, where increased awareness has driven participation in waste sorting programs (Tirto.id, 2025). Yet, this progress is inherently limited: the persistent habit of wrapping organic waste in single-use plastic bags demonstrates a critical disconnect. Based on the explanation above, the following hypothesis can be formulated: H1: Green awareness has a positive and significant effect on purchase intention of biodegradable plastic bags H2: Green awareness has a positive and significant effect on trust in green products Subjective Norms As a fundamental model in behavioral science, TPB is regarded as a highly reliable framework for explaining and predicting individual actions, with subjective norms specifically highlighted as a critical antecedent to behavior (Alzubaidi et al., 2021). In the context of green marketing, consumer green behavior is significantly influenced by the subjective norms prevalent in their environment. These norms representing the perceived social pressure from important groups such as family, peers, or community leaders play a vital role in shaping purchasing decisions. Previous studies consistently confirm that subjective norms have a significant impact on consumers' purchase intentions for green products (Chanda et al., 2024; Kumar & Pandey, 2023; Kumar & Sinha, 2025; Nguyen et al., 2022; Rehman et al., 2024). Furthermore, social influence also has the potential to cultivate positive value perceptions, thereby contributing to the development of green trust. This occurs because subjective norms reinforce trust in green products through shared positive experiences and critical information exchange within the consumer's social circle (Khoiriah & Imaningsih, 2025). This established dual influence highlights subjective norms as a compelling predictor, both directly on intention and indirectly through the mediating role of trust. H3: Subjective norms have a positive and significant effect on the intention to purchase biodegradable plastic bags H4: Subjective norms have a positive and significant effect on trust in green products Trust in Green Product Trust in green product is a crucial element that fundamentally influences the intent to repurchase and sustained consumer engagement. This confidence is built upon the belief that a product is authentically safe, effective, and environmentally beneficial (Mawardi et al., 2024). However, consumer trust is constantly challenged by the pervasive threat of greenwashing and the lack of transparent information. To counter this, trust is significantly enhanced when authenticity is guaranteed through credible third-party mechanisms like eco-labels and certifications (Amoako et al., 2020). The role of green trust transcends mere influence; it stands as a key mechanism that translates positive attitudes into observable purchasing behavior, especially for products like biodegradable plastic bags where product efficacy is uncertain. Trust is the consumer's assurance against environmental deception. This pivotal role as the final predictor of action is consistently ratified across the literature, where empirical studies have established that trust in green products significantly and positively impacts green purchasing behavior (Chairunnisa & Perdhana, 2020; Guerreiro & Pacheco, 2021; Huyen et al., 2025; Mawardi et al., 2024). H5: Trust in green product has a positive and significant effect on the intention to purchase biodegradable plastic bags Although green awareness constitutes an essential foundation for pro-environmental behavior, it does not automatically translate into consumers’ willingness to purchase green products. Green awareness is more likely to develop into purchase intention when consumers trust that green products are genuinely effective, safe, and environmentally beneficial, as demonstrated in several prior studies (Ajban, 2024; Bahtiar & Asih, 2025). The importance of trust in shaping consumers’ evaluation and choice of environmentally friendly products has also been emphasized in research examining green product decision-making. In addition to the awareness–trust mechanism, subjective norms may also exert an indirect influence on green purchase intention through the development of green trust. The perception of strong social expectations regarding environmentally responsible consumption can encourage individuals to place greater confidence in the credibility and reliability of green products, which in turn enhances their sustainable purchasing intentions. Evidence supporting this mediating mechanism has been observed in studies examining eco-friendly packaged fast-moving consumer goods (Khoiriah & Irmaningsih, 2025). H6: Trust in green product mediates relationship between green awareness and intention to purchase biodegradable plastic bags Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis JEFMS, Volume 08 Issue 12 December 2025 www.ijefm.co.in Page 8028 H7: Trust in green product mediates relationship between subjective norms and intention to purchase biodegradable plastic bags Figure 1. Research Conceptual Framework III. RESEARCH METHOD Population and Sample Our study aims to investigate the green purchasing intentions of consumers in Denpasar, Bali, a region actively managing plastic waste. The study requires respondents with specific profiles, as environmental consciousness and the affordability of sustainable alternatives are key factors. Therefore, the target population was specifically defined as urban residents of Denpasar who are currently employed and have a minimum education level of Senior High School. This criterion ensures the inclusion of educated consumers with the financial capacity to afford the often higher price point of green products (e.g., biodegradable plastic bags), thereby strengthening construct validity (Kreczmanska-Gigol & Gigol, 2022). Given the behavioral nature and specific demographic requirements of this research, a non-probability method combining purposive sampling was employed. Data was collected using a self-administered online questionnaire developed via Google Forms and distributed exclusively through digital platforms, including e-mail, Whatsapp and other social media channels. The questionnaire commenced with a screening section to ensure participants met the predefined minimum criteria (senior high school education, currently employed, and familiarity with biodegradable plastic bags). The data collection process was conducted for approximately one month, with all participation being strictly voluntary and anonymous. The questionnaire was structured into two primary sections: demographics (age, gender, employment status, final education level, and annual household income) and the measurement constructs. Data collected resulting in a total of 218 responses. Due to the instrument design, which utilized compulsory fields and a screening section based on strict purposive sampling criteria, all incoming responses were considered inherently complete and qualified at the initial stage. Therefore, the data cleaning process was primarily focused on identifying and eliminating lowquality responses, such as those exhibiting patterned answers or clear outliers. Following this rigorous procedure, 198 usable responses were retained for preliminary statistical analysis. Although 198 usable responses were initially retained following the data cleaning procedure, the final PLS-SEM (Partial Least Squares-Structural Equation Modeling) analysis was performed using only 119 responses. This necessary reduction ensured that only those responses containing complete data across all variables required for the final structural model were included, particularly after stringent missing data checks. The sufficiency of this final analytical sample size (N=119) was robustly confirmed through two methods. First, a Statistical Power Analysis was conducted using G*Power software (Faul et al., 2009). Based on a medium effect size (f2=0.15), a significance level of 0.05, a high desired statistical power of 0.95, and three predictors, the analysis precisely yielded a minimum required sample size (Nmin) of 119 respondents. As the final sample size matched this minimum requirement, it is considered statistically sufficient for robust hypothesis testing. Measures Multi-item scales were adapted in this study, which was taken from previous studies to measure the chosen constructs. All constructs were measured using a five-point Likert scale (1 = Strongly Disagree, 5 = Strongly Agree). As seen in Table 3, 16 items were selected to measure intention to purchase biodegradable pastic bags through three variables. H1 H2 H3 H4 H5 Green Awareness (X1) Subjective Norms (X2) Trust in Green Product (X3) Intention to Purchase Biodegradable Plastic Bags (Y) H7 H8 Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis JEFMS, Volume 08 Issue 12 December 2025 www.ijefm.co.in Page 8029 Table 3. Measurement Items for Latent Constructs Variables Indicators Sources Green Awareness (X1) More retail shops should be required to provide biodegradable plastic bags (X1.1) (Ogiemwonyi, 2022; Sh. Ahmad et al., 2021) I believe the environment in Denpasar is getting worse due to the large amount of plastic waste (X1.2) I feel I have a personal responsibility to help manage waste and protect the environment. (X1.3) I believe it is important to raise public awareness about the issue of plastic waste and sorting. (X1.4) Subjective Norms (X2) Most people who are important to me think that I should use biodegradable plastic bags (X2.1) (Chanda et al., 2024; Kumar & Pandey, 2023) My family and close friends encourage me to use environmentally friendly products (X2.2) I feel social pressure to buy environmentally friendly products (X2.3) Many people around me generally buy the biodegradable plastic bags (X2.4) Trust in Green Product (X3) I believe that claims about biodegradable plastic bags are generally trustworthy (X3.1) (Ogiemwonyi, 2022) I am confident that biodegradable plastic bags are generally dependable. (X3.2) I believe the environmental benefits of biodegradable plastic bags meet my expectations (X3.3) I believe that biodegradable plastic bags keep their promises for environmental protection (X3.4) Intention to Purchase Biodegradable Plastic Bags (Y) I would consider switching to brands or shops that prioritize selling biodegradable plastic bags (Y1) (Chanda et al., 2024; Kumar & Pandey, 2023) I will actively try to buy biodegradable plastic bags instead of regular plastic bags in the near future (Y2) I am willing to pay more for biodegradable plastic bags than for regular plastic bags (Y3) Source: Adapted from Chanda (2023), Kumar and Pandey (2023), Ogiemwonyi (2022), and Sh. Ahmad et al. (2021) IV. RESULTS AND DISCUSSION Respondents Demographic Table 2 demonstrate that the sample is highly educated, with 57.1% holding a Bachelor's Degree and nearly 70% holding at least a Diploma/Associate Degree or higher. Furthermore, the majority of respondents are actively engaged in the workforce, predominantly as Private Sector Employees (46.2%) or Entrepreneurs (26.1%). This profile is crucial for the study, as higher education is typically correlated with greater environmental awareness (Yang et al., 2024) and stable employment ensures the necessary financial capacity to overcome the price premium often associated with sustainable products (Gigol & Gigol, 2022). The dominant age group is 26–35 years (39.5%), representing young to middle-aged urban professionals. This demographic is often characterized by increasing environmental consciousness and active consumption patterns, making them a highly relevant target group for studying purchasing intentions. Correspondingly, 48.7% of the respondents fall within the midrange annual household expenditure bracket (Rp 60,000,000 – Rp 120,000,000). This income distribution provides a strong basis for the study, confirming that the sample possesses the financial means required to make purchase decisions regarding green products, thereby controlling for potential confounding effects of extreme poverty or wealth on affordability. The sample shows a slightly higher proportion of female respondents (53.8%) compared to males (46.2%). This distribution is consistent with findings in green marketing literature, where women are often reported to be more actively involved in household purchasing decisions (Kirkwood et al., 2024) and demonstrate higher levels of pro-environmental attitudes and purchase intentions than men (Tien & Huang, 2023) Table 2 Respondents Demographic Demographic Categories Category Frequency (n) Percentage (%) Gender Male 55 46% Female 64 54% Total 119 100% Age 18 – 25 years 38 32% 26 – 35 years 47 39% 36 – 45 years 25 21% >45 years 9 8% Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis JEFMS, Volume 08 Issue 12 December 2025 www.ijefm.co.in Page 8030 Total 119 100% Education Senior High School/Equivalent 21 18% Diploma/Associate Degree 15 13% Bachelor's Degree 68 57% Master's/Doctorate Degree 15 13% Total 119 100% Employement Status Private Sector Employee 55 46% Entrepreneur/Self-Employed 31 26% Government/State-Owned Enterprise Employee 23 19% Professional/Others 10 8% Total 119 100% Annual Household Expenditure < Rp 60.000.000 33 28% Rp 60.000.000 – Rp 120.000.000 58 49% Rp 120.000.001 – Rp 240.000.000 28 24% Total 119 100% Source: Analyzed data (2025) Measurement Model Assessment To ensure the strength and quality of the findings, the measurement model's reliability and validity were thoroughly assessed. All measurement scales were adopted from prior validated studies within the relevant literature. The analysis utilized Partial Least Squares-Structural Equation Modeling (PLS-SEM), requiring examinations of convergent validity, indicator reliability, and discriminant validity. The measurement model's convergent validity and reliability were assessed following the criteria recommended by (Hair et al., 2021). Convergent validity is achieved when the Average Variance Extracted (AVE) is ≥0.50. Reliability is confirmed when both the Composite Reliability and Cronbach's Alpha values are ≥0.70, and Outer Loadings are ≥0.70. Although several indicators exhibited outer loadings slightly below the recommended threshold (e.g., 0.69), they were retained because their removal did not result in a significant improvement in the construct’s CR or AVE values. This decision aligns with methodological guidelines permitting the retention of indicators with loadings between 0.40 and 0.70 when they significantly contribute to the construct's content validity and the overall measurement model satisfies all other recommended thresholds for reliability and validity (Hair et al., 2021). Overall, the full measurement model successfully demonstrated satisfactory convergent validity and composite reliability across all constructs (see Table 4). Table 4. Convergent Validity and Indicator Reliability Constructs Items AVE Outer Loadings Cronbach’s Alpha Composite Reliability Green Awareness (X1) X1.1 0,538 0,782 0,713 0,823 X1.2 0,759 X1.3 0,695 X1.4 0,693 Intention to Purchase Biodegradable Plastic Bags (Y) Y1 0,626 0,770 0,709 0,834 Y2 0,821 Y3 0,782 Subjective Norms (X2) X2.1 0,561 0,783 0,739 0,836 X2.2 0,784 X2.3 0,726 X2.4 0,698 Trust in Green Product (X3) X3.1 0,667 0,802 0,833 0,889 X3.2 0,830 X3.3 0,866 X3.4 0,766 Source: Analyzed data (2025) Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis JEFMS, Volume 08 Issue 12 December 2025 www.ijefm.co.in Page 8031 Discriminant validity was assessed using the Heterotrait-Monotrait Ratio of Correlations (HTMT) method. The HTMT approach is recognized as the most reliable measure for variance-based Structural Equation Modeling (SEM) methodologies, such as PLSSEM (Henseler et al., 2015). This method ensures that each latent construct is statistically distinct from all other constructs within the model. The outcomes of the HTMT measurement clearly demonstrated that all inter-construct correlations fell below the recommended threshold of 0.90 (Henseler et al., 2015). Specifically, the highest HTMT ratio observed was 0,887, which is well below the conservative threshold. This finding provides clear evidence that each variable is sufficiently differentiated from all other variables in the model (see Table 5). Table 5. Discriminant Validity Green Awareness (X1) Intention to Purchase Biodegradable Plastic Bags (Y) Subjective Norms (X2) Intention to Purchase Biodegradable Plastic Bags (Y) 0.777 Subjective Norms (X2) 0.688 0.679 Trust in Green Product (X3) 0.887 0.854 0.692 Source: Analyzed data (2025) Structural Model Assessment Figure 2 presents the results of the structural model, illustrating the model's descriptive power and the statistical significance of the estimated path coefficients. To rigorously assess the statistical significance of these hypothesized relationships, the bootstrapping procedure was executed (Hair et al., 2021). A total of 2,000 bootstraps were run to acquire the stable path coefficients and their respective t-values. The model demonstrated well explanatory power, as evidenced by the high R-Square values for the endogenous variables. The variance in Intention to Trust in Green Product (X3) was substantially explained by its exogenous predictors (Green Awareness and Subjective Norms), yielding an R-Square of 52.8%. Similarly, Intention to Purchase Biodegradable Plastic Bags (Y) was explained by 50.5% of the variance stemming from its predictors. These R-Square values confirm that the proposed structural model is robust and possesses well predictive relevance, successfully explaining a substantial portion of the variation in the key dependent variables within the research framework. Figure 2. Conceptual Model Result Source: Model Output SmartPLS (2025) Hypothesis Testing and Findings The structural model was assessed by analyzing the path coefficients (β) and their statistical significance (p-values) derived from the 2,000 bootstrap procedure. Out of the five hypothesized relationships, two were accepted, and three were rejected (Table 6). The analysis confirmed that Trust in Green Product (X3) is the dominant factor in the model, demonstrating a significant Drivers of Green Purchase Intention Toward Biodegradable Plastic Bags: A TPB-Based Analysis JEFMS, Volume 08 Issue 12 December 2025 www.ijefm.co.in Page 8032 positive effect on Intention to Purchase Biodegradable Plastic Bags (Y) (β=0.504;p=0.000). This finding strongly underscores that consumer confidence in the green product's efficacy and integrity is the key driver of green purchase intention. This trust mechanism is strongly initiated by Green Awareness (X1), which exhibits a significant positive effect on Trust in Green Product (X3) (β=0.561;p=0.000). Table 6. Direct Effects Source: Analyzed data (2025) The pattern of results suggests a fully mediated model, implying that cognitive knowledge alone is insufficient to drive behavior. This is evidenced by the direct path from Green Awareness (X1) to Purchase Intention (Y) being rejected (β=0.152;p=0.145), confirming that awareness must first build trust before translating into action. Furthermore, Subjective Norms (X2) proved largely ineffective, as the path to Purchase Intention (Y) was also rejected (β=−0.143;p=0.067), indicating that social pressure does not significantly affect green purchase intention. Most notably, the hypothesized positive influence of Subjective Norms on Trust (X3) was rejected despite being statistically significant (p=0.003), as the negative path coefficient (β=−0.257) contradicts the theoretical premise. This suggests that social pressure may ironically induce skepticism or resistance toward the perceived quality or necessity of biodegradable plastic bags in the Denpasar context. Table 7. Indirect Effects Source: Analyzed data (2025) The results in Table 7 show that H6 is accepted, indicating that green awareness indirectly influences the intention to purchase biodegradable plastic bags through trust in green products. Although the path coefficient from green awareness to purchase intention remains statistically significant (β = 0.283, t = 4.528, p = 0.000), the mediation analysis demonstrates that a substantial portion of this influence occurs because environmentally aware consumers tend to develop stronger trust in green products. This enhanced trust subsequently strengthens their intention to adopt environmentally responsible alternatives. These findings are consistent with prior research suggesting that environmental awareness alone is not always sufficient; instead, it must be accompanied by confidence in product credibility to translate into actual purchase motivation. Similarly, H7 is accepted, showing that subjective norms exert a significant indirect effect on the intention to purchase biodegradable plastic bags through green product trust. Although the coefficient from subjective norms to purchase intention is statistically significant (β = –0.129, t = 2.451, p = 0.014), the mediation results highlight that social expectations influence consumers’ green purchasing behavior primarily by shaping their level of trust in green products. When individuals perceive strong social encouragement toward environmentally responsible behavior, they are more likely to believe in the reliability and environmental benefits of green products, which in turn enhances their intention to make sustainable choices. This pattern reinforces the importance of social influence as a driver of trust formation in the green product context. Hypothesis Construct Relationships Beta Coefficients t Statistics p Values Results H1 Green Awareness (X1) -> Intention To Purchase Biodegradable Plastic Bags (Y) 0.152 1.460 0.145 Rejected H2 Subjective Norms (X2) -> Intention To Purchase Biodegradable Plastic Bags (Y) -0.143 1.837 0.067 Rejected H3 Green Awareness (X1) -> Trust in Green Product (X3) 0.561 7.313 0.000 Accepted H4 Subjective Norms (X2) -> Trust in Green Product (X3) -0.257 3.022 0.003 Rejected H5 Trust in Green Product (X3) -> Intention To Purchase Biodegradable Plastic Bags (Y) 0.504 5.964 0.000 Accepted Hypothesis Construct Relationships Beta Coefficients t Statistics p Values Results H6 Green Awareness (X1) -> Intention To Purchase Biodegradable Plastic Bags (Y) 0.283 4.528 0.000 Accepted H7 Subjective Norms (X2) -> Intention To Purchase Biodegradable Plastic Bags (Y) -0.129 2.451 0.014 Accepted