Exploring the Mediating Effects of the Theory of Planned Behavior on the Relationships between Environmental Awareness, Green Advocacy, and Green Self-Efficacy on the Green Word-of-Mouth Intention

The concept of green and sustainable has long been a global trend in consumerism. This study examines the mediating variables involved Theory Planned Behavior (namely attitude, subjective norms, perceived behavioral control) to explore their relationship with word-of-mouth intention impact on subsequent product purchase behavior. aim is clarify antecedents establishment order construct framework for understanding influence consumers decisions using Google online surveys traditional paper subsequently analyze them via statistical software SPSS 23.0. results indicated significant relationships between environmental awareness, advocacy, self-efficacy, intention. Furthermore, control were found mediate partial antecedent also demonstrated