Andika Andika|Della Nanda Luthfiana|Nadia Nadia|Kartinah
Green purchase behavior: the role of green advertising, green awareness, and eco-literacy
Janabadra University|Janabadra University|Janabadra University|Janabadra University
abstract scope theory planned behavior used research explore consumer behavior concept specific aim research identify relationship green purchase behavior green advertising ecoliteracy green awareness mediating variable statistical analysis technique used smart pls 30 examines direct indirect relationship variables sample size research 106 respondents want buy green products results study showed green awareness mediates relationship green advertising green purchase behavior line current conditions indonesia consumers still intend adjust acceptance green products consumers prefer traditional products green products illustrated low green purchase behavior