The Effect of Green Trust as Independent Role and Green Advertisement as Moderating Role on the Purchase Intention of Paper Packaging in an Extended Theory of Planned Behaviour (TPB)

The Indonesian Ministry of Environment and Forestry (KLHK) noted that Indonesia produces 18 million tons of waste in 2022. Referring to the 2022 data provided by SIPSN-MKLH (Sistem Informasi Pengelolaan Sampah Nasional – Kementerian Lingkungan Hidup dan Kehutanan), Indonesian plastic waste contributes around 18.2% of the waste composition compared to 11.3% of paper waste. Paper packaging as one of the green products has been introduced as an alternative solution to substitute plastic packaging. Therefore, an extended Theory of Planned Behaviors was employed along with Green Trust to study the relationship between these variables with Green Purchase, a moderation effect of Green Advertisement has been also introduced to strengthen the Green Trust variable. This research concludes that Attitude has a positive significant impact on Green Purchase Intention, Subjective Norm also found has significant effect to Green Purchase Intention, However Perceived Behavioral Control, Green Trust, and Moderation of Green Advertisement on Green Trust has no significant effect on the Green Purchase Intentions. According to the R² values, the Green Purchase Intention can be explained by the construct variables of Attitude, Subjective Norm, Perceived Behavioral Control, Green Trust is 45.1%. Some opportunities for future study based on this finding can be explored for different variable such as product price, Price Incentive, government regulation with reward and punishment that might have the different result compared to this research. Qualitative research might be needed to get a deeper insight from the end user, industry, and regulator (government).