The development of green marketing has received the attention of various levels of business around the world. The promotion of green marketing is now shaping all business sectors' practices, including the property industry. Yogyakarta is one of the cities whose industry has been developing so fast. This study explored green purchase intention to succeed in green marketing promotion. It examined how the relationship between green purchase intention with the variables supporting it and measuring its value. This research was completed with two methods: identifying the relationship between the green purchase intention variables (endogenous) with variables and their indicators (exogenous) that affect the value of green purchase intention. The identification using structural equation modelling. While the measurement of green purchase intention values was carried out using a dynamic system simulation. The data was collected through the survey method on 400 sample sizes. The results obtained, a significant relationship between 4 exogenous variables and the endogenous variable and also obtained some prediction value per unit time.

The study discusses the influence of greenwash on green purchase intention and explores the me-diation roles of green confusion, green perceived risk and green trust. The research object of this study focuses in Jordanian food and beverage corporations. This research utilizes structural equa-tion modeling to undertake an empirical study. The results indicate that greenwash positively effects green confusion and green perceived risk. Besides, this study demonstrates that green confusion and green perceived risk mediate the negative relationship between greenwash and green purchase intention. It means that greenwash does not only have a directly negative effect on green purchase intention, but also have an indirectly negative effect on it via green confusion and green perceived risk. Finally, green trust does not influence green purchase intention and does not mediate the greenwash and green purchase intention relationship. Thus, this study suggests that companies should decrease their greenwash behaviors and should not only claim their "greenness" but also show the proof of their green products. These policies would reduce customer confusion and risk. It will raise the likelihood of green practices and claims by businesses, and contribute to improved green food and beverage purchasing intention.

Green consumption trends are changing the intention of consumers' choices and purchases. Ecological labels form the role of stimulating acts of purchasing environmentally friendly products and transmitting green product messages. Based on synthetic of intentional behavioral models and theory, this paper presents the results of an empirical study investigating the relationship between eco-label knowledge, consumer’s trust, perceived value, environmental concern, and consumer attitudes from one side and green purchase intention of agricultural products of Hanoi consumers from the other side. Correlation and path analysis are applied to analyze the data collected from the questionnaire survey in Hanoi, Vietnam from December 2018 to March 2019. The analytical results reveal the significant impact of perceived value and environmental concern on consumer attitude which leads to higher green purchase intention. This study helps to clarify new marketing forms through eco-labels, propose management solutions to governments and businesses in such developing countries as Vietnam.

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.

In this article, the impacts that moral intelligence has on green purchasing intentions in Jordan was investigated based on three moral theories (Utilitarianism, Deontology, Virtue Ethics), as well as the theory of Planned Behavior. Furthermore, four key areas of moral intelligence (compassion, forgiveness, responsibility and integrity) were discussed. A questionnaire was used to obtain the necessary primary data from 191 customers in Jordan. To analyze the results, partial least squares structural equation modeling was carried out. It was concluded that the four key aspects of moral intelligence (compassion, forgiveness, responsibility and integrity) positively impact green purchasing intentions. This research has practical significance in the fields of green marketing and moral intelligence, especially with regard to the dimensions of compassion, forgiveness, responsibility and integrity. These dimensions can thus serve as a guide for improving customers’ green purchase intentions in future. Moreover, the research is important for investigations into individual and company-based environmental sustainability.