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

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