Track: Business Management

Abstract

The purpose of this study is to examine sustainability by understanding green marketing strategy through consumer behavior. So that the focus of research on the concept of green awareness of consumers as part of consumer behavior. The research was conducted in a descriptive quantitative by explaining the study of green awareness based on previous theories to find new concepts and hypothesis test. The data is obtained from consumers through questionnaires and processed through SmartPLS. The research findings conveyed that green awareness is a consumer assessment of a product that can meet the need for product safety when consumed and in environmental sustainability. Green awareness can be measured through several indicators including effort, label, slogan, symbol, and brand. In addition, green awareness can form several behaviors conveyed in the green awareness model in influencing word-of-mouth, trust and purchase intention. This research is useful as information before deciding on a green marketing strategy for the company.