This study aims to examine the factors influencing the purchase intention of Zara Indonesia's green apparel. 224 respondents who purchased Zara Indonesia, especially the eco-friendly clothing collection (JOIN LIFE), in the last six months and live in Indonesia were involved in this study. The analytical method used in this study was SEM (Structural Equation Modeling) AMOS which goes through two stages: the Measurement Model and the Structural Model. The results of this study indicate that there are two unsupported hypotheses and three supported hypotheses. Two unsupported hypotheses are H3(+) PBC -> PI, H5(+) EC -> PI. Three supported hypotheses are H1(+) ATT -> PI, H2(+) SN -> PI, and H4(+) WTP -> PI. The variable that has the greatest influence or significance on Purchase Intention (PI) is the Subjective Norm (SN).