THE INFLUENCE OF ENVIRONMENTAL AWARENESS AND GREEN MARKETING ON PURCHASING DECISIONS FOR ECO-FRIENDLY PRODUCTS THROUGH ENVIRONMENTAL KNOWLEDGE OF ECO-FRIENDLY PACKAGING CONSUMERS

This research aims to evaluate the influence of environmental awareness and green marketing on purchasing decisions for Eco-Friendly products through consumers' environmental knowledge about Eco-Friendly packaging. This research uses a quantitative approach with a survey research design. The population of this research is consumers who use products with Eco-Friendly packaging in various regions. Samples were taken randomly based on certain inclusion criteria. Data collection techniques were carried out through questionnaires distributed to respondents. This questionnaire includes questions related to environmental awareness, green marketing, environmental knowledge about Eco-Friendly packaging, and purchasing behavior of Eco-Friendly products. The data analysis technique is carried out using SEM-PLS. The results of data analysis show that environmental awareness, green marketing, and environmental knowledge about Eco-Friendly packaging have a significant positive influence on purchasing decisions for Eco-Friendly products. Based on the findings of this research, it is recommended that companies improve their green marketing strategies and strengthen consumers' environmental awareness through the information provided on product packaging. Apart from that, it is also necessary to increase education about Eco-Friendly packaging to increase consumer knowledge and motivate them to choose Eco-Friendly products. Furthermore, further research can be conducted to explore other factors that can influence purchasing decisions for Eco-Friendly products.