The Effect of Green Promotion and Green Packaging on Green Purchase Behavior through Environmental Knowledge

Abstract

Environmental issues, especially the problem of plastic waste from household product packaging, are increasingly becoming a global concern. The Indonesian government has set a waste reduction target as part of its sustainability policy. As environmental awareness increases, consumers are starting to consider environmentally friendly aspects in their purchasing decisions. This study aims to analyze the effect of green promotion and green packaging on green purchase behavior through environmental knowledge of Easy Green product consumers. This study uses a quantitative approach with the Structural Equation Model (SEM) method based on Partial Least Square (PLS). The results show that green promotion and green packaging play a role in increasing consumers' environmental awareness, which ultimately influences their green purchasing behavior. These findings provide implications for companies in designing more effective marketing strategies to encourage sustainable consumption behavior.