The impacts of green marketing elements towards consumer-green buying behavior in Indonesia

The purpose of this study is to provide a clear understanding of how green marketing elements infl uence customers’ buying behavior. To support this study, a survey research method is utilized to collect data on a questionnaire adapted from previous research. The questionnaire is distributed online through various social platforms such as WhatsApp groups and Instagram. A total of 195 respondents that have been exposed to green marketing elements and are green products buyers were collected using a purposive sampling method. The data collected have been analyzed with SmartPLS to assess the measurement model for reliability and validity and structural model for hypothesis testing and confirmation. The results may show that there is a positive and signifi cant relation between green marketing, and customer buying behavior. Given that, the customer buying behavior is highly infl uenced by the environmental knowledge and green consumption, and the company’s green marketing