This research aims to examine young consumer's behavior in Indonesia, about the attitude toward green products, subjective norm, perceived behavioral control, environmental concern, environmental knowledge and its influence on their purchase intention. This study was analyzed using Structural Equation Modeling (SEM) with the help of the Social Sciences Statistical Package (SPSS) program version 18.0 and AMOS 22.0.0. The study used 157 respondents who are interested in buying and consuming environmentally friendly products. The findings of this study found that most constructs of the Theory of Planned Behavior (TPB) framework had a positive relationship and significant results on the purchase intention of young consumers in Indonesia. Environmental concern and environmental knowledge had an insignificant positive effect on purchase intention.
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