Exploring the Impact of Green Marketing Mix on Green Purchase Intention: Analyzing Green Awareness as a Mediator in the Context of Electric Vehicles

This study aims to test the green marketing mix (green product, green price, green place, green promotion) on green purchase intention through green awareness in the context of electric car products. The theory underlying this study is the stimulus-organism-response (SOR) theory, which is a theory from psychology that describes an individual's response to a particular stimulus. In the context of the study, the stimulus is implemented in the form of a green marketing mix, while the response is shown in the form of green purchase intention. This study will support the empirical study of sustainable development goals (SDGs), namely industry, innovation, and infrastructure as well as affordable and clean energy. To achieve this research, the study uses a quantitative approach, with primary data sources, and data collection methods using questionnaires. The respondents in this study were 210 respondents. Data analysis used a structural equation model, and data processing used SmartPLS. The results showed that green product, green price, green place, and green promotion had an effect on green awareness. Other results showed that green awareness had an effect on green purchase intention.