Antecedent of Purchase Intention on Green Products in Indonesia

Economic and technological developments are increasing over time, this affects environmental conditions and there have been real problems such as air pollution and plastic waste. This study aims to examine the positive influence of green brand image, green awareness, green advertising, ecological knowledge, environmental attitude and altruism toward green purchase intention. This study has six variables with the target population with the criteria of being at least 18 years old, and consumers who have used environmentally friendly products and consumers who are in Indonesia. Data collection in this study using online questionnaire to 170 respondents and used purposive sampling as a sampling method. The data analysis method for this study uses PLS-SEM with the Smart-PLS application. The results show that green brand image has a positive effect on green purchase intention, green awareness has a positive effect on green purchase intention, ecological knowledge has a positive effect on green purchase intention, and alturism has a positive effect on green purchase intention and the results of this study also show that green advertising and environmental attitude do not have a positive influence on green purchase intentions