Measuring Green Purchase Intention Through Green Product and Green Advertising: Mediated by Green Brand Image

The increasing consumption and waste of clothing contributes to environmental degradation that endangers lives. Consumers who are becoming more aware of environmental issues are shifting to sustainable clothing. However, despite having an awareness of the environment, there are still many consumers who have not taken concrete steps on this matter, especially the younger generation. This study aims to determine the effect of green product and green advertising on green purchase intention through green brand image as a mediating variable. This research is an explanatory type with data collection through questionnaires and data processing using SmartPLS 4.1.0.9 software, with a sample of 100 Eiger Semarang consumers. The results of this study state that green product and green advertising have an influence on green purchase intention, both directly and indirectly through green brand image. The green brand image variable as a mediating variable in this study partially influences the two independent variables.