The Effect Of Green Marketing Mix On Purchase Intention Of Ecoprint Fashion With Environmental Awareness As A Mediating Variable In Generation Z On Social Media
Abstract
This research aims to examine the influence of the Green Marketing Mix on Purchase Intention for ecoprint fashion with Environmental Awareness as a Mediating Variable in Generation Z on Instagram Social Media, with a sample size in this study of 200 Gen Z respondents on Instagram social media. Data collection in this research was done by distributing questionnaires. This analysis technique uses the Structure Equation Model (SEM-PLS) using the SmartPLS 3.0 program with outer modelmeasurements: convergent validity, discriminant validity, reliability test, and inner model measurements; Coeficient Determinant of (R2), Significance (tvalue). The results of this research show that green marketing mix has a significant effect on purchase intention, green marketing mix has a significant effect on environmental awareness, environmental awareness has a significant effect on purchase intention and there is an indirect effect between the green marketing mix variables on purchase intention through environmental awareness.
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
