ANALYSIS OF CONSUMERS' GREEN PURCHASE BEHAVIOR ON BOTTLED WATER THROUGH A GREEN BRAND IMAGE APPROACH

This study analyzes the effect of greenwash on consumer green purchasing behavior by a company mediated role company's brand image. was conducted consumers who know about bottled drinking water product brands in Indonesia. Primary data performed using questionnaire with total 385 data. The this is quantitative. uses Structural Equation Modeling (SEM). software used LISREL 8.8 and SPSS 22. results are that greenwashing has negative image companies, positive purchases. Green an essential mediating purchase behavior. Therefore, companies need to reduce activities enhance their increase