Abstract
Purpose of the study: This study aims to examine green marketing tools, eco-friendly labels, and green advertising influence on consumer purchase behavior in mineral water. This research elaborates on the Ades brand, which promotes eco-friendly image in Indonesia. Green marketing has become a trending issue in all consumer package goods industries in the past decades. The bottled water industry faces enormous challenges to produce an idiosyncratic product to win a highly competitive market.
 Methodology: This study applies the partial least square analysis to examine the variable relationships. 115 respondents were involved in this study. Data collected using a questionnaire and processed by SmartPLS 3.0.
 Main Findings: The analysis results show that eco-friendly Label and green advertising have a positive and significant relationship on the consumer purchase decision.
 Applications of this study: The results provide valuable inputs for bottled water manufacturers to commence a green marketing campaign that fits regional and global markets to improve sales performance and overcome challenges.
 Novelty/Originality of this study: Previous studies are rarely concern on consumer behavior in purchasing bottled water, therefore this research attempt to elaborate better understanding using the theory of planned behavior.
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