INFLUENCE OF ENVIRONMENTAL KNOWLEDGE, GREEN WOM, AND GREEN ADVERTISING ON PURCHASE INTENTION THROUGH GREEN ATTITUDE

The purpose of this study is to analyze the influence of environmental knowledge, green word-of-mouth communication, and green advertising on purchase intention, with attitude towards green products as a mediating variable in Lush cosmetic products as environmentally friendly cosmetic products. This study used a quantitative descriptive design with 216 respondents in DKI Jakarta. The Partial Least Squares Structural Equation Modeling technique (PLS-SEM) analyzed the questionnaire, which served as the research instrument. The results showed that the independent variables had a positive and significant influence on attitudes towards green products and purchase intentions, either directly or through the mediation of attitudes towards green products. These findings emphasize the importance of implementing sustainable marketing strategies, such as improving consumer education, optimizing eco-friendly advertising, and strengthening positive recommendations through word-of-mouth communication of green product purchases. Lush Cosmetics can adopt this approach to increase awareness and encourage purchase intent among consumers of sustainable products. For future research, it is recommended to cover limited areas, increase sample size, and consider additional variables such as price perception and brand loyalty to gain more comprehensive insights into the factors influencing green product purchase intentions.