Abstract
The purpose of this study is to examine the influence of green word-of-mouth and environmental knowledge on environmental concern, perceived behavioral control, and green purchase intention, as reinforced by the Tri Hita Karana philosophy regarding Gringsing woven fabric in Bali. This study employed PLS-based Structural Equation Modeling (SEM) with 230 samples collected from consumers intending to purchase Gringsing woven fabric throughout Bali. On the other hand, environmental concern was found to partially mediate the effect of green word of mouth on green purchase intention, while perceived behavioral control partially mediated the effect of environmental knowledge on green purchase intention. Furthermore, the Tri Hita Karana philosophy was found to act as a pure moderator that strengthens the effects of environmental concern and perceived behavioral control on green purchase intention. These results imply the importance of integrating the Tri Hita Karana philosophy in optimizing green marketing strategies for Gringsing woven fabric. Therefore, it is recommended that businesses and the government develop educational narratives about the ecological value of Gringsing woven fabric based on the Tri Hita Karana values to enhance consumer confidence and green purchase intention.