PENGARUH GREEN ADVERTISING, DAN GREEN BRAND IMAGE TERHADAP GREEN AWARENESS DAN GREEN PURCHASE INTENTION PADA PRODUK RUNA BEAUTY DI INDONESIA

At this time, many issues in global society about environmentally issue. The issue is like global warming, illegal logging, environmental pollution and many more. Reason of that environmental damage is mostly come from industrial sector. Therefore many companies use green advertising and green brand image strategy. The purpose of this research is to find impact of green advertising and green brand image to green aware- ness and green purchase intention on Runa Beauty product in Indonesia. This re- search is causal research with using non probability sampling technique, using ques- tioner to collect data from Runa Beauty consumer in Indonesia. Analysist tools that used in this research is SmartPLS 3 with 150 total respondent. Outcome of this re- search is showed that green advertising and green awareness have a positives and significant relation with green awareness and green purchase intention. Besides that, green brand image and green advertising have a positives and significant have posi- tives and significant relation with green purchase intention too. There is different result that has not positives and significant relation with green purchase intention