Background: The environmental crisis drives the urgency of sustainable consumption, particularly in the food and beverage (F&B) sector. Generation Z as the primary cafe consumers exhibits a significant intention-behavior gap exacerbated by greenwashing.

Objective: To examine the mediating role of environmental accountability perception in the relationship between Theory of Planned Behavior (TPB) and sustainable consumption among Generation Z in cafe MSMEs in Bandung City.

Research Methods: Explanatory quantitative; cross-sectional survey; 452 respondents; purposive sampling; SEM-PLS (SmartPLS 4.0); 5,000 bootstrapping resamples.

Research Results: All four hypotheses were supported. EA partially mediates TPB on SC (indirect beta = 0.234; p < 0.001). Model R-Square SC = 0.618.

Originality/Novelty of Research: Empirical integration of TPB and Signalling Theory through environmental accountability mediation in the context of urban cafe MSMEs in Indonesia; first comprehensively tested in a developing country

Theory of Planned Behavior; Environmental Accountability; Sustainable Consumption; Generation Z; SEM-PLS; Bandung Cafe

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