e-Jurnal Apresiasi Ekonomi Volume 12, Nomor 1, Januari 2024: 228-239 ISSN Cetak : 2337-3997

ISSN Online : 2613-9774

EFFECT OF GREEN MARKETING MIX ON PURCHASE INTENTION:

MODERATING ROLE OF ENVIRONMENTAL KNOWLEDGE
Kristiana Astuti1, Hani Maisyarah Batubara2, Rosalina3), Susi Evanita4, Friyatmi5
1,2,3,4,5
Departement of Economic Education Master, Faculty of Economics and Business,
Universitas Negeri Padang
Email: [email protected] [email protected], [email protected]
[email protected], [email protected]

ABSTRACT
This study investigates the moderating effect of environmental knowledge on the relationship between green
marketing mix and purchase intentions. As consumer environmental awareness rises, so does the trend
towards green consumption. However, a purchase intention, or willingness to buy green products, must
precede actual green purchasing behavior. This research employs a quantitative survey design. Participants
are randomly selected from a database of Instagram visitors and followers. A sample of 100 respondents is
gathered using incidental sampling methods. Data is collected through a survey link. SEM analysis is used to
analyze the data. The green marketing mix significantly impacts purchase intention, with environmental
knowledge acting as a moderator. A T-test reveals a significant difference between the original sample's -
0.112 and 0.000 significance values of 1.963 and 1.963, respectively. This suggests that the green marketing
mix has a stronger influence on purchase intention than environmental knowledge.

Keywords: Environmental Knowledge; Green Marketing Mix; Purchase Intention.

INTRODUCTION taking their environmental awareness into account

Currently, industrial development is while making purchases. The intention to acquire
accelerating. This ultimately had an effect on green products, also known as purchase intention,
environmental issues. Environmental safety can must exist prior to the development of a green
benefit from increased public knowledge. buying behavior (Jamal et al., 2021).
Environmental problems, like the current financial West Sumatra's Tanah Datar Regency is
crisis and pollution, have developed to the point home to numerous handicraft SMEs, including
where they can now be compared to other those engaged in batik, weaving, food processing,
problems, like hazardous wastes that can be and other crafts. Small and medium-sized
handled safely, those that cause damaging businesses (SMEs) or home industries make up
pollutants, and others (Putri, 2022). In the 1970s, the majority of the handicraft SMEs in Tanah
the idea of green marketing first appeared, and in Datar (Mevia, 2021). Many craft SMEs are nature-
the 1990s, green products gained popularity. For focused due to consumer and export demand. This
the purpose of promoting products and services entails utilizing natural raw materials and
that are known to be safe for the environment, environmentally sound production techniques to
green marketing combines product/service produce products that are either green or friendly
enhancements, production/packaging process to the environment. One of these is Pariangan
adjustments, and advertising (Liao et al., 2020). Village in Tanah Datar District, West Sumatra
Green marketing entails deliberately fusing social Province, which has achieved notable firsts in the
and environmental issues into corporate categories of the first tourism village record and
connections with consumers. Additionally, where the first tourism village in Indonesia to produce
the marketing mix is a part of green marketing and batik artwork using dye made from coffee waste
is acknowledged to include the 4Ps of product, waste. Batik fabric can be dyed with coffee waste.
price, place, and promotion (Krisdayanti & The 3Rs (Reuse, Reduce, Recycle) can be applied
Widodo, 2022). to this garbage to turn it into a natural color for
Green marketing entices customers to batik. Utilizing waste to carry out the same or a
purchase environmentally friendly products, different function is known as reuse. While
which lowers pollution. Consequently, consumers Reduce focuses on reducing waste-producing
become more environmentally conscious. materials, recycling entails reprocessing to create
Recently, there has been a trend toward shoppers goods in a variety of forms with a market value.

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This Coffee Dregs batik is produced by the investigation of the green marketing mix,
Pariangan Batik UMKM House and is available purchasing intention, and environmental
for purchase both online and in person at the knowledge.
Pariangan UMKM gallery. Green Marketing Mix
Even though numerous studies on purchase Over the past thirty years, the idea of green
intention behavior have been conducted, the ability marketing has grown in importance as a subject of
to construct a green marketing mix model by study. Regarding becoming green, the propensity
assessing environmental knowledge as a mediating of consumers to be environmentally aware is the
variable is still fairly restricted. According to driving force behind how businesses conduct their
earlier research by Thoria Omer Mahmoud commercial operations, and these eco-conscious
(Mahmoud et al., 2017), the majority of studies on consumers help build new economies throughout
the impact of the green marketing mix on purchase the world. Increasing client awareness of numerous
intention used multiple regression analysis environmental issues can encourage them to adopt
methodologies, making it difficult to determine the more caring philosophies in their daily lives.
strong and weak indicators of each variable. The Customers have shifted to a more environmentally
study's findings showed that the green marketing friendly way of life. People consciously work to
mix had a substantial impact on consumers' minimize the damage or adverse effects of their
intentions to make purchases. In addition, actions on the environment. Customers that care
Munamba researchers (Munamba & about the environment must be catered to in green
Nuangjamnong, 2021) look into how the green marketing. The concept of green marketing, a
marketing mix, green brand awareness, and novel idea that emerged in the latter half of the
attitudes towards green products influence the 20th century, is the outcome of this eco-friendly
propensity of Generation Y consumers in strategy. Examples of green marketing activities
Bangkok, Thailand, to purchase green products include the creation, differentiation, pricing, and
According to the findings of the descriptive promotion of goods and services that satisfy
analysis and linear regression analysis, the six consumers' environmental needs (Tan et al., 2022).
variables have a favorable impact on purchase The majority of definitions of green
intention. Conclusion: The likelihood that marketing depend on environmental
consumers will make green purchases is highly consciousness. Utilizing green marketing is one
influenced by the green marketing mix, brand way to satisfy customer demand for products that
awareness, and attitudes toward green products. can lessen environmental impact while also
The green marketing mix is identified by meeting consumer needs. By placing a higher
researcher Ambalam Pushpanathan (Pushpanathan priority on the preservation of the planet's
et al., 2020) as an independent variable, while resources through changes in the manufacturing
purchase intention is regarded as the dependent process, product changes, packaging changes, and
variable of the study. Using the convenience changes in advertisements that are oriented
sampling method, a structured questionnaire was towards sustainability, green marketing strategies
distributed to 116 respondents in the sample. Using are used to market products that are thought of as
the SPSS Package version 20.0 to assess environmentally friendly (Krisdayanti & Widodo,
descriptive, correlational, and multiple regression 2022).
analyses, hypotheses were constructed following a Green Product
thorough literature study. According to the study's The foundation of a green marketing mix
findings, there is a strong correlation between the approach is a green product, which includes the
green marketing mix and customers' intentions to finished product, packaging, materials used, and
buy. Additionally, the findings show that these production methods. When all three subcategories
factors have a significant influence on customers' ingredients, packaging, and production are safe for
purchasing intentions in the hospitality sector. the environment and don't include any harmful
This study aims to improve on other studies' materials, a product can be designated as green.
models for doing research and their chosen Additionally, due to growing environmental
analytical techniques. Models from earlier studies concerns, consumers are increasingly prepared to
were applied in this investigation. The analysis pay more on eco-friendly products than traditional
method employed in this study, PLS (Partial Least alternatives. Furthermore, it claims that while
Square), is novel compared to earlier studies that customers see risk, perceived cost, and consumer
used Multiple Regression Analysis and SPSS. The habits as barriers, green products have perceived
discovered model is anticipated to be more consumer value, perceived efficacy, green
thorough to assist scientific advancements in the consumer value, and trust. When making

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purchases, consumer understanding of organic labels, the cost of creating green products is, in
products is crucial. Green products, as a general, higher than the cost of making non-green
component of the green marketing mix, are a goods. The benefits of green products over non-
significant element affecting customer purchase green ones were discussed by Roger in 1983. Due
intentions, claims Munamba (Munamba & to their increased public popularity, eco-friendly
Nuangjamnong, 2021). items occasionally outperform conventional
Green Place products in terms of quality and performance. The
The current imperative for preserving our benefits of green products must be compared to
environment is green marketing. It is crucial to their cost. In some cases, in addition to monetary
develop a green philosophy for the environment. In expenses, the price of a green product also includes
reality, the location includes channels, coverage, opportunity costs, energy costs, and physical costs.
transit, location, logistics, and other things. The Purchase intention
main method used by green places to lessen their The growth of a consumer's desire to
carbon footprint is logistics optimization. For purchase something as a result of their product
instance, rather than encouraging local production, knowledge and purchasing power. Additionally,
one may compare it to mango juice, which is buying intent shows that a customer is interested,
popular in India. This makes remote delivery of which encourages ongoing focus and a strong
items impossible. As a result, shipping expenses desire (Sugandini et al., 2020). The urge to
are decreased, as well as carbon emissions from purchase products or services in the anticipation of
ships and other types of transportation, which is receiving a reward is known as purchase intention.
more significant (Mahmoud et al., 2017). An increased likelihood of purchasing is indicated
Green Promotion by a stronger intention to buy. Therefore, buying
This has to do with giving clients truthful intention has a positive effect on the likelihood that
product information while respecting their ethical consumers choose to acquire green items.
and materialistic values. Advertising as a Environmental Knowledge
marketing technique has the potential to generate Additionally, because of this omission, it is
actual demand from environmentally conscious not clear how various types of knowledge interact
consumers (Suki et al., 2016). Green advertising to influence behavior. For instance, before taking
tries to alter customer purchasing behavior by action, a person must comprehend ecosystems in
convincing people to select products that do not their natural condition and the activities that take
harm the environment and drawing their attention place within them (systems knowledge), as well as
to the advantages of their choices for both what can be done to address environmental
themselves and the environment. The challenges (action-related knowledge). When
aforementioned marketing communication is an people must select among a range of feasible
instance of what is known as a cross-functional behaviors, the third type of knowledge-knowledge
activity. Participating in green marketing can affect about the advantages (efficacy) of environmentally
how likely it is that corporate claims will be responsible actions is especially pertinent (Frick et
carefully examined. al., 2004).
Green Price Based on empirical data from earlier research
As purchasers view price as a trade-off, an investigations, the following research hypothesis
indicator of quality, or both, pricing plays a will be tested:
number of functions in the purchasing process. H1: Purchase intention is significantly positively
Green pricing, often known as the cost of impacted by environmental knowledge.
renewable resources, is an option provided to H2: The Purchase Intention is significantly
customers to encourage the growth of renewable impacted favorably by the Green Marketing Mix.
energy sources and environmental betterment H3: Environmental knowledge has a moderating
(Sinambela et al., 2022). Due to increased labor influence on the impact of the green marketing mix
and material expenses, as well as additional on purchase intention.
expenditures related to certifying products for eco-

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Figure I. Research Conceptual Framework

RESEARCH METHODS main data collection tool. In order to uncover

Due to the data and analysis used, this information about the study literature, secondary
study is a quantitative one. The location of Coffee data was used to gather details regarding ideas
Dregs Batik, which is in Pariangan Village, Tanah linked to green marketing strategies, green
Datar Regency, has been chosen for the study. products, green places, green prices, and green
Students and the general public were included in promotions, as well as consumer purchase intents
the consumer population, which was chosen at and environmental understanding. Particularly for
random from a database of Instagram visits and secondary material gathered from books, journals,
followers. A questionnaire was distributed by wa, and internet. Questions using a five-point Likert
and 100 responses were received that fully scale were incorporated into the questionnaire to
completed the questions, making them eligible to examine the independent and dependent variables
serve as a study sample. Incidental sampling is (Duryadi, 2021).
considered to be the sampling method itself, which The variables identified in this study
is a non-probability sampling method. Everyone include environmental knowledge as a moderating
who suddenly or accidentally encounters a variable, green marketing mix as an exogenous
researcher can be employed as a sample, according variable, and purchase intention as an endogenous
to Akhmad Fauzi (Fauzy, 2019), provided that it is variable. A Likert scale is used to evaluate the
confirmed that they are eligible as a data source. traits of financial management behavior, with
Incidental sampling is the term for this sample "strongly disagree" receiving a score of "1" and
strategy. "strongly agree" receiving a score of "5" for each
Researchers gathered both primary and potential response.
secondary data for this investigation. In this study, The elements evaluated are listed in the
primary data collecting is an essential form of data questionnaire, which is utilized as a research tool.
gathering. Researchers utilize questionnaires as a The grid for the questionnaire is in Table 1.

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Table 1. A grid of questionnaires

Variable for
Indicator Item
Research

I was interested
in learning
more
information
about the
product.
Purchase Thinking about
PI1,PI2,PI3,PI4,PI5
Intention (Y) purchasing,
attempting to be
interested,
seeking product
information,
and desiring to
purchase items
Green product,
Green Green Place,
GM1,GM2,GM3,GM4,GM5,GM6,GM7,GM8,GM9,GM10,GM11,G
Marketing Mix Green
M12
(X) Promotion,
Green Price

Consumer
awareness,
environmental
Environmental
understanding, EK1,EK2,EK3
Knowledge (Z)
and
environmental
regulations

Source: (Mahmoud et al., 2017), (Munamba & Nuangjamnong, 2021), (Pushpanathan et al., 2020)

To evaluate the study hypothesis, the between that construct and other constructs in the
Structural Equation Model (SEM) method and model. Along with validity testing, reliability
Partial Least Square (PLS) software are combined. testing is performed in PLS-SEM. To show the
PLS is SEM that bases itself on components or instrument's precision, accuracy, and consistency
variance. In contrast to the covariance-based SEM when evaluating different structures, reliability
technique, which typically assesses theory or tests were conducted. Cronbach's Alpha and
causation, Ghozali contends that PLS is more of a Composite Reliability are two methods for
predictive strategy (Sholiha & Salamah, 2015). evaluating construct reliability with mirroring
The research hypothesis was examined utilizing indications. To be regarded as dependable in terms
the Structural Equation Model (SEM) technique of construction, the Composite Reliability Rating
and the Partial Least Square (PLS) program. Based must be higher than 0.70. It is preferable to utilize
on components or variance, the structural equation Composite dependability rather than Cronbach's
model (SEM) referred to as PLS is used. Alpha because the latter yields poorer results (see
According to Ghozali, PLS is a different approach estimates below) when measuring construct
from covariance-based SEM techniques since PLS dependability (Rifai, 2015).
is more of a predictive model as opposed to the
latter, which typically analyze causation or theory. RESULTS AND DISCUSSION
According to Chin, Gopal, and Salinsbury in Respondent profile information is
Jogiyanto (Carrasco, 2010), the model has information gathered from respondents to create
appropriate discriminant validity if the AVE root participant profiles for research. Based on the
for each construct is higher than the correlation study's findings, a profile of the 101 respondents
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who participated in answering the research majority (54.5%) of people are between the ages
questionnaire was created. When looking at this of 22 and 26 when viewed by age. Considering
study from a gender standpoint, female sex that the majority of the 34.6 percent of the content
dominates with a proportion of 77.2%. The is student-produced.

Table II: Respondent Characteristics

No Variable Classification Amount of people Percentage (%)
Gender Man 23 23
1 Woman 77 77
Amount 100 100
Age 17-21 Years 14 14
22-26 Years 55 55
2 27-32 Years 24 24
> 33 Years 7 7
Amount 100 100
Student 38 38
Employment
Private workers 34 34
Government workers 12 12
3
Irt 15 15
Entrepreneur 1 1
Amount
100 100
Source: processing data, 2023

Outer Model (Validity and Reliability Test) processing with SmartPLS 4 reveals outer model
Validity of Variants values or correlations between statement items and
Purchase Intention latent variables or constructs that often do not
The Purchase Intention variable in this instance achieve convergent validity. Six statement items
consists of 5 statement items or question items, are still not practical or valid according to the
denoted by the letters PI, numbered PI1 through processing results since they have a Convergent
PI5, as well as the test results. The outcomes of Validity value of 0.7, specifically items GM1,
processing with SmartPLS 4 demonstrate the value GM2, GM3, GM4, GM6, GM8. Retesting ought to
of external models or the connection between the be done when this part has been taken out of the
elements of a statement and latent variables or model.
constructs, which frequently fulfill convergent The retest's outcomes demonstrate the applicability
validity. Each of these markers has a correlation of the external model or the connection between
value that is under the advised threshold of 0.70, latent variables and statement items. Convergent
indicating that the variable is neither practicable Validity value > 0.70 denotes that each variable
nor genuine. According to the external loading item has been demonstrated to be true or workable
depicted below, item PI5 needs to be taken out of after the model has been altered (Ghozali, 2006).
the model because its loading is lower than 0.70. All elements are therefore trustworthy and
Our model was re-estimated and evaluated after appropriate to represent the Green Marketing Mix
having 1 invalid statement removed. factors for future testing.
All statement items had a Convergent Validity Environmental Knowledge
value of 0.70 following the model revision, In this instance, the environmental knowledge
indicating that all variable items were valid or variable comprises three statement items or
practicable (Ghozali, 2006). This value reflects the question items, denoted by the letters EK,
importance of the outer model, namely the numbered EK1 through EK3. The value of the
relationship between latent variables and statement outer model or correlation between statement items
items. As a result, all of the items that are now and latent variables or constructs that typically do
available are suitable and suitable to represent the not meet convergent validity is revealed by data
Purchase Intention variable in subsequent testing. processing utilizing SmartPLS 4. Items EK1, EK2,
Green Marketing Mix and EK3 are examples of statement items where
There are 12 statement items or question items the processing results still do not uncover items
in the green marketing mix variable in this that are still not practical or valid since they have a
instance, and they are all represented by the letters Convergent Validity value of 0.7. Therefore, it
GM, numbered from GM1 to GM12. Data
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may be said that all of the variable elements are legitimate or practicable (Ghozali, 2006).

Figure II. Purchase Intention, Green Marketing Mix, and Environmental Knowledge as an Outer
Model Variable

Figure III. Test results for the outer model Purchase Intention Variables Green Marketing Mix

Environmental Knowledge a construct's value has a composite reliability value

Test of reliability for all variables of greater than 0.70, it is said to be trustworthy
The next stage is to establish the degree of (Werts et al. 1979 in Ghozali, 2006). The
data dependability, or the degree of reliability of reliability test results are shown in the following
each variable, using the composite reliability value table:
produced by PLS calculations for each construct. If
Table III. Results of the Variable Reliability Test
Composite
No Variable AVE Cronbachs Alpha Explanation
Reliability

Purchase
1 0.654 0.837 0.823 Reliable
Intention

Green Marketing
2 0.608 0.846 0.839 Reliable
Mix

Environmental
3 0.685 0.793 0.793 Reliable
Knowledge

Source: output PLS 4

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All research factors, including purchase Inner Model (Structural Model Testing)
intention, the green marketing mix, and The inner model or structural model is put
environmental understanding, had an AVE value to the test to determine whether the relationship
of greater than 0.5, according to the test results in between the constructs, as proposed in this study,
Table III. The Composite Reliability score is below is real. The t-test, the significance of the structural
0.70 as a cutoff value for the Environmental path parameter coefficients, the Stone-Geiser Q-
Knowledge variable, while the Cronbachs Alpha square test for predictive relevance, and the R-
value is less than 0.7. As a result, not all constructs Square for the dependent construct were all used to
or research variables have demonstrated to be fit assess the structural model. The value of each
measures; for example, the environmental variable's coefficient of direct effect is shown by
knowledge variable. This implies that not all of the the direction of an arrow pointing from some
employed question items are valid and dependable. exogenous variables to endogenous variables.

Figure IV. Model Fit Effect of Green Marketing Mix on Purchase Intention: Moderating The Role of
Environmental Knowledge

The R-Square for each dependent latent significant impact on the dependent latent variable,
variable is the first thing to be considered when changes in the R-Square value can be used. The
evaluating the model with PLS. To determine if a outcome of R-Square estimation using Visual-PLS
certain set of independent latent variables has a is shown in Table IV.

Table IV. Value of R-Square

Variable R-Square

Purchase Intention 0.592

Source: output PLS 4

In Table IV, the R-Square of the Purchase Structural Equation Modeling (SEM) was
Intention construct is shown to be 0.592, or 59.2%, used as the analytical approach in this
which illustrates the influence that the Green investigation. The Smart PLS version 4 application
Marketing Mix variable has when other was used to conduct the test. The PLS Algorithm
components, which account for 40.8% of the data, test yielded the following results: Information
are not taken into account by the research model. regarding the link between the research variables is
With rising R-Square, independent or exogenous given by the significance of the calculated
variables' capacity to characterize dependent or parameters. The t-statistic value must be between -
endogenous variables becomes stronger, which 1.96 and 1.96 in order to reject the suggested
improves structural equations. hypothesis; otherwise, the null hypothesis (H0)
Testing of Structural Equation Models (SEM) will be accepted. Below this number, the
using PLS Version 4 hypothesis will be rejected.
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Figure V. Model FIT Boostroping Environmental Knowledge's Moderating Effect on the Green
Marketing Mix's Effect on Purchase Intention

Outer Model Analysis Results path coefficient values, standard errors, and t-
The Outer Model Output from the Smart statistics. As a rough estimate for evaluating
PLS 4 program for inner weights is shown in table structural models.
V below, and it includes information about the

Table V. Direct Effects of Exogenous Variables on Endogenous Variables

Sample Standard
Original
Variable Mean Deviation P Values
Sample (O)
(M) (STDEV)

environmental knowledge ->

0.324 0.334 0.090 0.000
purchase intention

green marketing mix ->

0.370 0.380 0.107 0.001
purchase intention

environmental knowledge x
green marketing mix -> -0.112 -0.091 0.057 0.050
purchase intention

Source: output PLS 4

Sequentially, the information in the table sample distribution's standard deviation levels in a
above can be described as follows: A standardized measurement or estimate procedure are called
beta score called Original Sample (O) is used to standard deviation and standard error, respectively.
determine if a variable's ability to predict the Analyses of Direct Influence Results
dependent (endogenous) variable is positive or The value of the direct and total variable
negative. The average value of the sample as a influences will be seen, along with an explanation
result of the iterative procedure is known as the in table VI below: In the meantime, the direct and
sample mean. The t-statistic, which is >1.96 for a indirect effects as well as the total environmental
two-way hypothesis and >1.64 for a one-way knowledge variables are able to play a role in
hypothesis, is a significant parameter of the maximizing the influence of the green marketing
predictive influence between latent variables mix on purchase intention.
measured based on the kind of hypothesis. The

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Table VI. Direct Effect

Variable Original Sample (O) Decision

Accepted
environmental knowledge -> purchase intention 0.328
Hypothesis

Accepted
green marketing mix -> purchase intention 0.370
Hypothesis

environmental knowledge x green marketing mix Accepted

-0.112
-> purchase intention Hypothesis

Source: output PLS 4

Test Results for Hypotheses environmental awareness. means that customer

Testing hypotheses was done to address knowledge will increase if they are aware of their
research issues. After the model's presumptions are needs and purchasing intentions.
satisfied, the estimation results with SEM can be This study's second hypothesis seeks to
interpreted. The t-statistic's value shows whether determine whether the green marketing mix
the given hypothesis was tested. Information significantly improves purchase intention.
regarding the link between the research variables is The Original Sample Value from SEM
given by the significance of the calculated PLS 4 was used to conduct this test. The test
parameters. The t-statistic result must fall between results listed below are shown in table v above.
-1.96 and 1.96 in order for the proposed hypothesis According to the original sample's beta coefficient
to be rejected or accepted, respectively. Otherwise, value of 0.370 and the t-count value of 3.463
the null hypothesis (H0) will be accepted. above the t-table value of 1.96, the second
The following can be conveyed based on hypothesis is suggested to be accepted while Ho is
the PLS (Inner Model) analysis results shown in rejected at the 5% error/significance level (0.05).
tables IV and V and image VI: This discovery is supported by analysis done with
This study's first hypothesis examines whether the Smart PLS 4 program, which is shown in table
purchasing intention is significantly influenced V. As a result, if the environmentally friendly
favorably by environmental information. marketing mix becomes better, the purchase
By examining the Original Sample Value intention will go up by 0.370, and vice versa, if it
from SEM PLS 4, this test was conducted. Table v gets worse, the purchase intention will go down by
above contains the test findings shown below. It 0.370. As a result, it can be concluded that the
may be inferred from the analysis's findings, which green marketing mix has a big impact on
are presented in table v, that variables relating to consumers' intents to buy. In line with (Mahmoud,
environmental knowledge have an impact on 2018) research which shows that four forms of
buyers' intentions. The estimated t value was 3.591 green marketing mix, namely: (green product,
above the t table value (1.96) and the beta green price, green place and green promotion) have
coefficient value (original sample) was 0.328, a significant positive relationship with purchase
indicating that Ho was rejected at the 5% intention.
error/significance level (0.05) and that the first This study's third hypothesis is to determine
hypothesis suggested was accepted. Therefore, whether the green marketing mix significantly
purchasing intention will increase by 0.328 if improves purchase intention, with the impact of
environmental knowledge grows, and vice versa if environmental knowledge acting as a
environmental knowledge drops by 0.328. This moderator.
supports the finding that purchasing intentions are sExamining the Original Sample Value
significantly influenced by environmental from SEM PLS 4 was done as part of this test. The
knowledge. Supported by research (Hariyanto & table above, column v, displays the test findings
Alamsyah, 2019) environmental knowledge is listed below. It can be inferred from the research
related to understanding and concern about the carried out with the help of the Smart PLS 4
natural environment, and encourages stronger software and the findings presented in table v that
individual responsibility to protect the environmental awareness reduces the effect of the
environment. Environmental knowledge can be green marketing mix on consumers' intentions to
improved by means of customer understanding of buy. The first hypothesis was rejected at the 5%

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level of significance (0.05) and the third hypothesis researcher has no control over. As a result, the
was accepted, as indicated by the beta coefficient researcher must make the assumption that the
(original sample) of -0.112 and the t-value of 1.963 responses to the instrument can typically produce
above the t-table (1.96). This demonstrates that, in an actual picture that is compatible with what the
contrast to environmental awareness, a high level research instrument claims to reflect.
of religiosity tends to reduce the influence of green
marketing mix on purchase intention at a high level BIBLIOGRAPHY
more considerably (f square = 0.092). According to Carrasco, J. L. (2010). Structural Equation Model.
Kenny (1998), when the f square moderation test Encyclopedia of Biopharmaceutical
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apparent. This is supported by research (Mahmoud https://doi.org/10.3109/9781439822463.209
et al., 2017) which addresses environmental
knowledge and the theory of planned behaviour by Duryadi. (2021). Metode Penelitian Ilmiah Metode
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