Buy Now or Buy Later: Moderating Role of Green Knowledge in Purchasing Decisions

This study aims to develop a model aimed at strengthening consumer purchasing decisions by increasing green knowledge. To achieve this goal, the study began by identifying factors influencing green knowledge-based purchasing decisions and testing the model through a survey. The urgency of this research is based on the increasing global awareness of environmental sustainability issues, which in turn influences consumer purchasing decisions and the integration of green knowledge into their marketing to remain competitive and support environmental conservation. The research method used involves qualitative and quantitative approaches. This research is also in line with the government's priority research topics, particularly in the development of consumer protection models related to green marketing and supporting community welfare and environmental governance. In addition, this study is expected to produce a theoretical model that explains the relationship between green marketing, green knowledge and purchasing decisions as well as practical recommendations for companies in increasing consumer green knowledge through effective marketing strategies, as well as educational tools to increase consumer awareness and knowledge about environmentally friendly products.