Religiosity as an intervening variable in consumers’ increased green purchase intention (GPI) toward natural dye batik in Indonesia

Purpose This study aims to examine the factors that influence the increase in purchase intention toward green batik products with religiosity as an intervening variable. Design/methodology/approach The study used a survey method that involved a sample size of 185 participants selected through purposive and accidental sampling techniques. The analysis was conducted by using IBM SPSS AMOS 21 software. The collected data were subjected to path analysis using multiple linear regression models. Findings The result indicated that religiosity plays a mediating role in the association between factors and the intention to purchase green product (GPd) of the Indonesian natural dye batik product. This finding is in accordance with the construction of theory of planned behavior in understanding consumer purchase intentions. GPd, green brand and green price exhibited a positive correlation with green purchase intention (GPI). Interestingly, the price was found to no longer serve as the primary factor in GPI. Research limitations/implications The analysis would have been more compelling if it had used a mixed-method approach by introducing the variables of customer satisfaction and promotion. Practical implications This research postulates that increased prices are no longer a deterrent to the purchase of GPd. Instead, consumer consciousness regarding GPd plays a pivotal role in driving GPI. GPd have revolutionized individuals’ consumption patterns to contribute to environmental preservation. The use of green batik products is seen as advantageous in helping mitigate environmental degradation. Originality/value The present research assesses the impact of religiosity, as an intervening variable, on the augmentation of GPI by gauging its significance in enhancing ecological consciousness and moral values.