Abstract:
The objective of this study is to examine the direct and indirect effect between
consumer purchase intention and the variables of green marketing, product
packaging quality, and brand image. The hypothesis elucidates the direct and indirect
impact of the independent variable on the dependent variable. The findings of this
study indicate that all of the independent variables have a statistically significant and
positive effect on the dependent variable. Furthermore, the study reveals that the
indirect influence of Product Packaging Quality on Purchase Intention, mediated by
brand image, has been determined to be statistically significant. Following the data
collection process, the researcher proceeded to assess the outer and inner models
utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM).
