The Influence of Green Awareness and Green Knowledge on Green Purchase Intention on Batik Indonesia

The interest in purchasing environmentally friendly batik shows a positive trend, driven by consumers' increasing understanding of the value of environmental protection. With an increasing variety of eco-friendly batik options available, consumers can contribute to environmental conservation while still enjoying the beauty and uniqueness of batik. SEM-PLS is the data analysis tool used in this quantitative study. The term "green purchase intention" describes customers' propensity to purchase sustainable and non-damaging products or those that are environmentally friendly. The factors that determine environmentally friendly purchasing behavior need to be explored. The desire to purchase eco-friendly goods must exist before green buying habits are developed. This study looks at the factor’s green awareness and green knowledge that can affect green purchase intention. The findings indicate that green purchase intention is positively impacted by both green awareness and green knowledge.