<![CDATA[AbstractThe purpose of this research is to help the business to have better understanding about the trend of green purchasing in Pontianak. This research is a survey research that is conducted to understand the causal relationships between variables with the use of questionnaire as the instrument to obtain data. For the conceptual framework for this research was adopted by Yatish Joshi and Zillur Rahman (2015) with the additional of gender toward green purchase moderating variables. In order to assess the relationships between variables, a questionnaire-based approach was applied specifically designed for this study utilizing convenient sampling technique. Responses were randomly drawn as much as 100 respondents and for the location we choose Pontianak City. In this research, the data analysis method used is Structural Equation Model Partial Least Square (SEMPLS) method. 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