Presenting Green Purchase Intention Model as a Breakthrough New Marketing Strategy

Abstract

 Companies are starting to realize the importance of sustainable environmental management and are trying 
to implement environmentally friendly business practices. Which has adopted various initiatives to become a more 
sustainable company. So, Green Purchase Intention is needed which supports sustainable purchasing practices as well 
as factors that can support Green Purchase Intention in an effort to improve marketing strategies. There are supporting 
factors including Long Term Orientation, Perceived Consumer Effectiveness, and Environmental Knowledge. This 
research aims to determine the influence of these factors on Green Purchase Intention. The population in this research 
are all consumers who have experience buying Starbucks Coffee products in DIY,using of 65 samples. Hypothesis 
testing in this research uses Structural Equation Modeling (SEM-PLS). Based on the results obtained from this 
research, it indicates that long term orientation and environmental knowledge has influence on green purchase 
intention, perceived consumer effectiveness has no influence on green purchase intention. Discovery of Green 
purchase intention model can serve as a guide for companies in developing more effective marketing to target 
consumers who care about the environment. This research contributes to the Company as a marketing strategy and is 
beneficial for researchers for the development of science.