Is Green Marketing Important? Analysis of Green Purchasing Behavior for Bottled Drinking Water Products in Indonesia

This research aims to fill the gap in the differences in previous research results regarding the influence of green marketing on green purchase behavior with environmental knowledge as a mediation variable. Attitude-Behavior Context (ABC) Theory is used in this research to fill the gap. This study tested 9 hypotheses of which 7 were supported and the other two were rejected. The results from PLS-SEM from the responses of 124 Indonesian consumers show that Green Marketing (GA and Eco-label) positively affects GPB. Directly. GA did not affect GPB. the mediating role of EK was found to have a positive effect on GPB. Apart from that. this study also found that there was no effect of GT on GPB.