PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN DENGAN PENGETAHUAN KONSUMEN SEBAGAI VARIABEL MODERASI (STUDI PADA KONSUMEN PRODUK SEJAUH MATA MEMANDANG DI BALI)

The fashion industry is one of the most significant environmental polluters today. Therefore, several fashion companies have started implementing green marketing. Consumer knowledge greatly helps in increasing consumer purchase intentions. This study aims to determine whether green marketing has a significant effect on purchasing decisions, moderated by consumer knowledge, using the structural equation modeling technique with the help of Smart PLS 4 analysis tool. This research is quantitative, with a sample size of 180 respondents who meet the sample criteria and are selected using purposive sampling technique. The research data was obtained through a questionnaire in the form of a Google form distributed to consumers of Sejauh Mata Memandang products. The results show that consumer knowledge successfully influences purchasing decisions. Green marketing has a significant effect on purchasing decisions for Sejauh Mata Memandang products, and consumer knowledge can moderate the impact of green marketing on purchasing decisions.