Green purchase behavior: the role of green advertising, green awareness, and eco-literacy

Abstract

The scope of Theory of Planned Behavior used on this research to explore the consumer behavior concept. The specific aim of this research is to identify the relationship between green purchase behavior, green advertising, and eco-literacy, with green awareness as a mediating variable. The statistical analysis technique used is Smart PLS 3.0, which examines the direct and indirect relationship between the variables. The sample size for this research is 106 respondents who want to buy green products. The results of the study showed that green awareness mediates the relationship between green advertising and green purchase behavior. This is in line with current conditions in Indonesia, where consumers are still intend to adjust to the acceptance of green products. Consumers prefer traditional products to green products, as illustrated by their low green purchase behavior.