Exploring Green Purchase Intention via Digital Storytelling, Value Perception, and Behavioral Control

Abstract

Purpose: This study examines how Digital Storytelling (DS), Green Value Perception (GVP), and Perceived Behavioral Control (PBC) influence Purchase Intention (PI) toward eco-friendly products, particularly recycled shopping bags. It aims to explain how narrative-based communication, perceived ecological values, and perceived control jointly drive sustainable purchasing intentions.

Methodology/approach: A quantitative, survey-based design was employed with 200 respondents in Palembang City, Indonesia, who had been exposed to digital campaigns promoting eco-friendly products. Data were collected through structured questionnaires using a five-point Likert scale and analyzed with IBM SPSS Statistics 26. The analysis involved validity, reliability, classical assumption, and multiple regression tests.

Results/findings: DS, GVP, and PBC each have a positive and significant effect on PI. GVP was identified as the most dominant factor (? = 0.401), showing that consumers’ assessment of ecological, social, and emotional benefits strongly influences their green purchasing intentions. The regression model explains 73.4% of the variance in PI (R² = 0.734), indicating strong explanatory power.

Conclusions: The findings extend the Theory of Planned Behavior (Ajzen, 1991) and Narrative Transportation Theory (Green & Brock, 2000) by showing that emotional storytelling, perceived environmental value, and perceived control collectively enhance sustainable consumer behavior.

Limitations: The study was limited to one city and product category using a cross-sectional design, reducing generalizability.

Contribution: It integrates emotional (DS), cognitive (GVP), and behavioral (PBC) dimensions into a single model, offering theoretical and practical insights for sustainability marketing.