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products and emphasizing the company’s commitment to sustainability (Baca & Reshidi,
2025). When companies highlight eco-friendly production processes, recyclable packaging,
or the use of environmentally friendly materials, consumers are more likely to perceive
these products as responsible choices, which can encourage them to select such products
during the purchasing process (Xiao et al., 2023). Second, consumers’ awareness of a
brand’s environmental attributes also plays an important role in shaping their purchasing
decisions (Mourad & Ahmed, 2012). When individuals are able to recognize and recall a
brand’s green commitments and environmental values, they tend to develop stronger
trust and more favorable perceptions toward the brand, thereby increasing the likelihood
of choosing its environmentally friendly products (Simanjuntak et al., 2023). Finally, the
cultural environment surrounding consumers can further reinforce environmentally
responsible purchasing behavior. When green values are widely accepted and encouraged
within families, communities, and social groups, individuals are more likely to internalize
these values and incorporate them into their consumption habits (Vysotska & Vysotskyi,
2022). As a result, a strong green consumer culture can motivate consumers to prioritize
environmentally friendly products and adopt more sustainable purchasing patterns.Based
on these arguments, the study develops the following research hypotheses:
H3: Green Marketing has a significant positive impact on Green Purchase Behavior.
H4: Green Brand Awareness has a significant positive impact on Green Purchase
Behavior.
H5: Green Consumer Culture has a significant positive impact on Green Purchase
Behavior.
Previous studies suggest that both green marketing activities and green consumer
culture can influence consumers’ environmentally responsible purchasing decisions
through cognitive and psychological mechanisms. On the one hand, green marketing
provides information and signals regarding a firm’s environmental commitments, such as
the use of eco-friendly materials, sustainable production processes, and environmentally
responsible branding strategies (Simanjuntak et al., 2023). These activities help increase
consumers’ awareness and recognition of environmentally friendly brands, thereby
making them more likely to associate the brand with environmental responsibility and
sustainability. On the other hand, green consumer culture reflects the social values and
norms that encourage individuals to adopt environmentally responsible consumption
behaviors. When consumers are surrounded by communities and social groups that
support green values, they are more likely to develop stronger awareness of brands that
promote environmentally friendly practices. In this context, green brand awareness plays
an important role in shaping consumers’ perceptions and guiding their purchasing
decisions toward environmentally responsible products (Vysotska & Vysotskyi, 2022). This
mechanism can also be explained through the Stimulus-Organism-Response (SOR) theory,
which suggests that external stimuli, such as marketing activities and social cultural
influences, affect individuals’ internal cognitive states before leading to behavioral
responses. Therefore, based on this reasoning, the study proposes:
H6: Green Brand Awareness mediates the relationship between Green Marketing
and Green Purchase Behavior.
H7: Green Brand Awareness mediates the relationship between Green Consumer
Culture and Green Purchase Behavior.
Based on the hypotheses and the two theoretical frameworks discussed above, the
study proposes the following research model:

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