Green Marketing Mix on Green Buying Intention: Consumer Purchasing Behavior as a Moderating

Technological developments not only affect people's lives but al-so affect the environment. Public awareness in maintaining environmental health which has become an issue every year. This study aims to determine the effect of green marketing mix on greend buying intention, the impact of green marketing mix on consumer purchasing behaviour, the result of con-sumer purchasing behaviour on green buying intention, and the effect of green marketing mix on green buying intention mediated by consumer pur-chasing behaviour. This research is quantitative research using partial least squares (PLS). The population of this study is a large company that has been established for 20 years in the city of Surabaya. The sample in this study was determined using purposive sampling. The entire selection used is 205 respondents. From the results of the study, it was found that the green marketing mix has a significant positive effect on green buying inten-tion, the green marketing mix has a significant positive effect on consumer purchasing behaviour, the consumer purchasing behaviour has a significant positive impact on green buying intention, and the green marketing mix has an influence significant positive effect on green buying intention mediated by consumer purchasing behaviour