Linking Development of Human Resource with Green Intention: The Capacity of Green Awareness

Abstract An issue of environmental education and consumer awareness regarding eco-friendly products persists to increase with the aim to explore enhanced green behavior and support the development of human resources. This research objective examines the model of green behavior supported by green advertising, eco-labels, and consumer green awareness. The research was performed by doing a survey of the consumers with experience adopting green advertising and knowledge of environmentally friendly products in the city of Bandung (Indonesia). The information from the survey was received by conducting a quantitative questionnaire with an online form. The questionnaire result was performed using SmartPLS with testing through the PLS Algorithm and Bootstrapping Process, while model evaluation was executed in alignment with the research hypothesis design. The study’s Hindings indicate positive support from green advertising perceived by consumers on green awareness and green purchase intention. Eco-labels on environmentally friendly items develop an advantageous effect on consumer green awareness and green purchase intention. The study’s Hindings explain the importance of implementing green advertising as an attempt to enhance awareness and the development of environmentally friendly products. Linking development of human resources with green issues is critical not only to valuing sustainability but also to actively engaging in promoting and implementing green practices inside the organization. Human development initiatives contribute to environmental goals, providing a synergy between organizational success and ecological responsibility.