Can green attitude complement the influence of green marketing on green purchase intention for fast food products?

Aim/purpose – This study aims to determine whether a green attitude can complement the influence of green marketing on green purchase intention for environmentally friendly fast-food products, considering the orientation toward sustainable environmental preservation. Design/methodology/approach – The research uses a quantitative method with a survey technique, with a five Likert scale questionnaire ranging from “1” (strongly disagree) to “5” (strongly agree). The object of the study is a fast-food franchise product. The data were collected from 500 respondents from cities in East Java using a non-probability sampling of respondents who have purchased and consumed fast food products. The data were analyzed using structural equation modeling with several stages of analysis, including an instrument feasibility test using common method bias analysis, validity and reliability analysis, measurement model analysis, and structural model analysis with the help of SmartPLS. Findings – Green promotion, products, and places can positively contribute to green marketing, whereas green price plays a lesser role. Effective green marketing can change consumers’ attitudes positively, ultimately increasing their purchase intentions. Additionally, green attitude plays a crucial role; it complements the influence of green marketing on green purchase intention and enhances consumers’ purchase intentions toward environmentally friendly products. Research implications/limitations – This research will provide implications for expanding green marketing and the theory of planned behaviour. Originality/value/contribution – A formative green marketing model can enhance green attitudes. The practical implications are expected to provide insights for marketing managers to increase consumer purchase intentions by implementing green marketing strategies that can change consumers’ positive attitudes toward green marketing.