Green awareness is worth researching to determine the customer consumption pattern of environment-friendly products. Several research models are showing the importance of green awareness of customer behavior. This paper studies the role of information in marketing decisions related to customer green awareness. Based on the phenomenon of green awareness, this research work aims to study the role of customer green awareness built through eco-label, environmental knowledge, and perceived quality. This experimental research is conducted on 200 supermarket customers who had experience with green products. The data is collected through a questionnaire and analyzed using the Structural Equation Model approach. SmartPLS is conducted to test the research hypotheses. The findings show that there was a relationship between the eco-label credibility of environment-friendly products on the customers' increased environmental knowledge and perceived quality of the products. Besides, both environmental knowledge and perceived quality are identified to play an essential role in controlling green awareness. Eco-label in product attributes is found to be capable of changing the positive side of green awareness. These findings describe a model in developing green awareness through environmental knowledge and perceived quality with the support of environment-friendly product eco-label. The model also can predict customer green awareness and support the green marketing strategy. Therefore, further research works on green customer behavior are welcome, as green customer behavior must impact on the implementation of green marketing strategies. Also, we may predict the customer behavior of environment-friendly products, and implement better business strategies.

This study aims to review the factors which influence the form of green advertising and their impacts on green awareness improvement. The study is conducted with 200 students from Indonesia and Malaysia as respondents. Data from respondents is obtained through a questionnaire, and it is analyzed by two stages, which are confirmatory factor analysis and structural equation model. It emphasizes the results conducted two research hypotheses based on the t-value. The research results state that respondents’ point of view associated with the media of green advertising was different between Indonesia and Malaysia, but the issue used in green advertising had similarities. It has known that green advertising is advertising media, which is formed from three dimensions; namely green theme, green impact, and green message. Furthermore, it is found that green advertising had an impact on green awareness improvement. The finding of this research is useful for a company that uses green marketing strategy, considering the factors assumed to be important from green advertising to improve customer green awareness on environmentally friendly products.

This study aims to review the correlation of environmental knowledge, eco-label, and perceived quality of green awareness customers with environmentally friendly products. Research method is based on a survey on 100 customers of a supermarket who are familiar with environmentally friendly products. The analysis technique conducted uses linear regression with smart tools of SPSS for testing the hypotheses of the paper. The research finding demonstrates that environmental knowledge, eco-label, and perceived quality had positive correlations with green awareness customers. Out of all the factors that influence green awareness, eco-label of the customer maintains the most determining impact on green awareness improvement. Research finding emphasizes that antecedent of green awareness includes environmental knowledge, eco-label, and perceived quality. The results are useful information for stakeholders since they may use green marketing strategy and government in decision making to the green products.

Nowadays, customer awareness on environment friendly products is getting improved and there is an increase trend on green marketing strategy. The carried-out strategy has an objective of improving the customer care and purchasing intention on environment friendly products. Reviewing the issue of customer behavior, this study aims to review the correlation among green advertising, green brand image and customer green awareness on environment friendly products and their impacts to purchase intention. The study was conducted through a survey among 102 customers of Supermarket in Bandung City who have experience on friendly products. Data from the customers were obtained through a questionnaire, tabulated and processed by path analysis using SmartPLS. In order to emphasize research result, the research hypothesis test was conducted. Research finding explains that green advertising was assessed to be important by the customer and it can improve the customers’ green awareness. On the other hand, it is stated that there was an impact of green awareness on improving customer purchasing intention on the environmentally friendly product. This study is useful for the supermarket in Indonesia particularly in understanding customer behavior to the environmentally friendly product. So, the implementation of the marketing strategy is more precise. Besides, this study can be an input for the Indonesian Government in implementing a regulation associated with the global warming issue through research on environmental friendly product.

As part of their corporate social responsibility (CSR) and sustainable products, many big players in the industry have now reduced plastic through the design, manufacturing and packaging of products and their ultimate disposal. This paper investigates the direct and indirect relationships between awareness, trust, and brand preference on purchase intention in green marketing. Based on a review of the literature, a series of hypotheses are derived and tested using regression analysis. The research employs an online survey-based method to test a theoretically grounded set of proposed hypotheses. The data were collected from 348 young adults living in Jakarta, Indonesia. The results show that green awareness does not influence purchase intention directly. On the other hand, the indirect effect of green awareness through green brand preference on purchase intention was greater compared with the indirect effect through green trust. Therefore, this study draws attention to the importance of green brand preference and green trust on purchase intention. Given that the consumption of organic products has the potential to elicit awareness, trust, and preference of eco-friendly consumers, these findings have significant management implications for corporate managers when considering the production of organic commodities.