THE EFFECT OF ECO BRAND, ECO LABEL, AND ENVIRONMENTAL ADVERTISEMENT ON GREEN PURCHASE BEHAVIOR MEDIATED BY ECO FRIENDLY ATTITUDE (A STUDY ON TOURISTS IN RURAL TOURISM DESTINATIONS IN NORTH SUMATERA)

Abstract

This study aims to analyze the effect of eco brand, eco label, and environmental advertisement on green purchase behavior through eco friendly attitude as a mediating variable among tourists in rural tourism destinations in North Sumatera. The research method used is a quantitative approach with an associative research type. Data were collected through distributing questionnaires to respondents who visited rural tourism destinations in North Sumatera and were analyzed using the Structural Equation Modeling (SEM) method based on Partial Least Square (PLS). The results show that eco label and environmental advertisement have a significant effect on eco friendly attitude, while eco brand does not have a significant effect on eco friendly attitude. Furthermore, eco label and environmental advertisement have a significant effect on green purchase behavior, whereas eco brand does not have a significant effect on green purchase behavior. Eco friendly attitude has a significant effect on green i purchase behavior. However, eco friendly attitude only mediates the relationship between environmental advertisement and green purchase behavior, while it does not mediate the relationship between eco brand and eco label on green purchase behavior. These findings indicate that credible eco labels and environmental communication strategies play a more important role in encouraging environmentally responsible purchasing behavior among tourists compared to brand image alone.