European Journal of Business and Management
The Influence of Green Awareness, Green Knowledge, and Green Advertising to Enhance Purchase Decisions
Abstract
This study aims to analyze the influence of Green Awareness, Green Knowledge, and Green Advertising on Purchase Decisions on the Blibli E-Commerce platform. The subjects of this research are individuals who have made a purchase on Blibli E-Commerce within the past year and reside on the island of Java, Indonesia. The sample consists of 120 respondents selected using a purposive sampling technique. The research employs a Structural Equation Modeling (SEM) approach using Partial Least Squares (PLS) with the SmartPLS 3 software as the analytical tool. The findings reveal that Green Awareness, Green Knowledge, and Green Advertising have a positive and significant influence on Purchase Decisions on Blibli E-Commerce.
Keywords: Green Awareness, Green Knowledge, Green Advertising, Blibli E-Commerce
DOI: 10.7176/EJBM/17-9-06
Publication date: October 30th 2025
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ISSN (Paper)2222-1905 ISSN (Online)2222-2839
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