The Influence of Green Advertising, Green Packaging, and Eco Label on the Green Purchase Intention of Young Consumers in Indonesia

The waste problem in Indonesia is an unresolved problem to date, the highest percentage contributor is household waste. This study highlights how the role of the younger generation in reducing the impact, with their marketing knowledge and responsibility towards the environment. The specific objective of this study is to examine the influence of young Indonesian consumers on (1). Green Advertising, (2). Green Packaging, and (3). Eco labels on Green Purchase Intention. Using simple random sampling, data was collected using a google forms survey with a sample of 385 respondents according to the lameshow formula. Data were analyzed using structural equality modeling (SEM), with outer and inner model tests. The findings of this study show interesting results. There are three findings, First, for young consumers, green product advertising is important in conveying how the company is committed to the environment. Second, the importance of green packaging knowledge to maintain and protect the environment. Third, young Indonesian consumers have begun to tend to make purchases with green-labeled products. The originality of this study, there has not been much research on young consumers, especially in Indonesia, related to advertising knowledge, packaging, and the results of the tendency of young Indonesian consumers to be interested in green product purchasing patterns are increasing.