The Role of Consumers’ Attitude Mediating Green Marketing on Purchase Intention (Study Case at Indonesian Beauty Brand “Bali Tangi”)

ABSTRACT : The emergence of demands for environmental sustainability by using environmentally friendlyproducts is a challenge for marketers. Educating the wider community regarding the concept of green marketingcan increase consumer interest in buying products, which is also driven by positive attitudes or responses givenby the consumers themselves. This research was conducted in Denpasar City with 100 respondents throughpurposive sampling. Data collection was obtained from questionnaires via google form with a five-point Likertscale. The data analysis technique used is path analysis and single test. The results show that green marketingand consumer attitudes have significant positive effect on product purchase intention in Bali Tangi. Attitude issignificantly able to mediate green marketing and purchase intention. Attitude plays an important role in greenmarketing which will have an impact on the emergence of purchase intention of Bali tangi products.

Keywords: green marketing, consumer attitude, purchase intention