The Effect of Perceived Environmental Knowledge, Perceived Environmental Responsibilities, Environmental Concern, Subjective Norms, and Attitudes on Green Buying Behavior

Awareness of environmental issues has started to grow in Indonesia, making this issue interesting to discuss. The younger generation of consumers are chosen because they are more concerned about and responsible for the environment, and like environmental protection issues.This study aims to analyze the factors that influence consumer green buying behavior among the younger generation in Solo Raya. This type of research is quantitative with primary data obtained through a questionnaire. Total sample 242 Respondents. The method used to determine the sample is purposive sampling technique. Data processing techniques use the SEM-PLS 3.0 application. The tests used are the Outer Model Test and Inner Model Test. The results showed that (1) Perceptions of perceived environmental responsibility, subjective norms, and attitudes have a positive and significant effect on green purchasing behavior.(2) Perceived environmental knowledge and environmental awareness do not have a significant effect but have a positive direction on green purchasing behavior. The results of this research will be useful for policy strategists and government organizations to create campaigns to encourage green buying behavior among young consumers