THE INFLUENCE OF GREEN MARKETING AND ENVIRONMENTAL AWARENESS ON PURCHASE INTENTION OF ENVIRONMENTALLY FRIENDLY PRODUCTS THROUGH BRAND IMAGE AS AN INTERVENING VARIABLE

This study aims to examine the influence of green marketing and environmental awareness on consumers’ purchase intention toward environmentally friendly products. It also analyzes the effects of green marketing and environmental awareness, as well as brand image, on purchase intention for environmentally friendly products. The study involved a sample of 78 respondents, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings indicate that green marketing has a positive and significant effect on purchase intention for environmentally friendly products. Environmental awareness also shows a positive and significant influence on purchase intention. In addition, green marketing and environmental awareness have positive and significant effects on brand image, while brand image itself exerts a positive and significant influence on consumers’ purchase intention for environmentally friendly products. Keywords: Green Marketing; Environmental Awareness; Brand Image; Eco-Friendly Product Purchase Intention