Despite increasing environmental awareness among urban youth, a significant gap persists between pro-environmental attitudes and actual behavior in using recycled shopping bags, especially in Jakarta. This study investigates the psychological and social factors influencing youth intentions to use recycled shopping bags, employing a quantitative survey of 220 young residents in Jakarta. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the study analyzes direct, mediating, and moderating effects. Results show that mindset, environmental awareness, sustainable promotion, and eco-friendly labeling significantly affect behavioral intention. Attitude mediates the relationship between psychological and social factors and intention, whereas eco-friendly advertising does not significantly mediate the link between environmental awareness and attitude. The study underscores the need for credible, informative green communication strategies to encourage sustainable behavior. Its novelty lies in integrating the Theory of Planned Behavior with environmental communication constructs within an urban youth context. Limitations include its cross-sectional design and localized focus, suggesting avenues for future longitudinal and cross-regional research.