@thesis{thesis,
		author={PARAMITHA  TIARA SASADARA},
		title ={PENGARUH GREEN MARKETING MIX MELALUI CONSUMER 
ATTITUDE TERHADAP GREEN PURCHASE INTENTION
(Survei pada calon konsumen Gen Z Sayuran dan Buah-buahan organik 
Superindo di Yogyakarta)},
		year={2024},
		url={http://eprints.upnyk.ac.id/41410/},
		abstract={This research aims to test the influence of green marketing mix through consumer 
attitude on green purchase intention. This research uses a quantitative approach 
by collecting data using a questionnaire. The population in this study was all 
potential generation Z consumers of Suprindo vegetables and fruit in the Special 
Region of Yogyakarta with a sample of 105 respondents. The data obtained is 
primary data originating from respondents' answers. The data collection technique 
used was non-probability sampling with a purposive sampling technique. Data 
collection in this research was calculated using a Likert scale, then processed and 
analyzed using PLS on SmartPLS 4.1 Software. The results of this research show 
that: 1) Green Product has a positive and significant effect on green purchase 
intention through consumer attitude, 2.) Green Price has a positive and significant 
effect on green purchase intention through consumer attitude, 3.) Green Place has 
a positive and significant effect on green purchase intention through consumer 
attitude, 4.) Green Promotion has a positive and significant effect on green 
purchase intention through consumer attitude, 5.) consumer attitude has a positive 
and significant effect on green purchase intention.
Keyword : green marketing mix, green product, green price, green place, green 
promotion, consumer attitude, green purchase intention}
		}