The influence of attitudes and perceptions of green values: a study on lontar innovation in Indonesia

Introduction This study examines factors associated with consumers' intention to adopt lontar ( Borassus flabellifer ) packaging as an alternative to single-use plastic in East Nusa Tenggara, Indonesia. Drawing on an attitude-value model that combines the attitudinal pathway of the Theory of Planned Behavior with green value-related antecedents, this study analyzes the roles of perceived consumer effectiveness, perceived green benefits, perceived green quality, and attitude in shaping purchase intention toward lontar-based packaging. Methods Data were collected from 275 consumers in Kupang City who had prior exposure to eco-friendly products or packaging. The relationships among variables were tested using partial least squares structural equation modeling. Results and discussion The results show that attitude is significantly associated with purchase intention, while perceived consumer effectiveness, perceived green benefits, and perceived green quality have positive direct relationships with both attitude and purchase intention. In addition, attitude partially mediates the effects of these three antecedents on purchase intention. These findings indicate that consumers are more likely to adopt lontar-based packaging when they believe their choices can contribute to environmental improvement, recognize clear green benefits, and perceive the packaging as safe, reliable, and functionally suitable. This study contributes to sustainable packaging literature by providing empirical evidence on consumer adoption of local, renewable, and culturally rooted packaging materials. In practice, the findings highlight the potential of lontar-based packaging in East Nusa Tenggara and offer insights for consumer education, credible green communication, quality assurance, and responsible consumption programs.