Abstract:
This study investigates the effect of environmental knowledge, green price, and eco-
labels on green purchase intention among consumers of The Body Shop in DKI Jakarta.
Using a quantitative approach, data were collected through an online survey with 180
valid respondents aged 18340 who were either familiar with or had purchased The
Body Shop products. Multiple linear regression analysis was employed to test the
hypotheses. The findings reveal that environmental knowledge and green price have a
positive and significant effect on green purchase intention, while eco-labels show a
positive but insignificant effect. Furthermore, when analyzed simultaneously, the three
variables collectively demonstrate a significant impact on consumers9 green purchase
intention. These results indicate that knowledge and pricing strategies play a more
critical role than labeling in influencing consumer behavior. The study contributes to
the existing literature by highlighting the importance of consumer education and
transparent green pricing strategies in promoting sustainable purchasing behavior. It
also suggests that companies should integrate eco-labels with effective awareness
campaigns to strengthen consumer trust and mitigate skepticism.
