Green Marketing Mix on Green Buying Intention: Consumer Purchasing Behavior as a Moderating

Abstract

Technological developments not only affect people's lives but also affect the environment. Public awareness in maintaining environmental health has become an issue every year. This study aims to determine the effect of green marketing mix on green buying intention, the impact of green marketing mix on consumer purchasing behavior, the result of consumer purchasing behavior on green buying intention, and the effect of green marketing mix on green buying intention mediated by consumer purchasing behavior. This study is a quantitative research using partial least squares (PLS). The population of this study is a large company established 20 years ago in Surabaya. The study's results show that the green marketing mix has a significant positive effect on green buying intention, the green marketing mix has a significant positive effect on consumer purchasing behavior, the consumer purchasing behavior has a significant positive impact on green buying intention, and the green marketing mix has an influence significant positive effect on green buying intention mediated by consumer purchasing behavior.