<![CDATA[Mass clothing production and human consumerism cause environmental degradation due to industrial waste. As environmental degradation increases, humans realize and consider minimizing their consumption. This research examines the impact of environmental concern, green products, and green innovation on green purchase intention through green product knowledge in purchasing environmentally friendly clothing products. There were 366 samples used in the study spread across the Jabodetabek area using non-probability sampling, specifically purposive sampling. The findings show that environmental concern, green products, and green innovation significantly affect green purchase intention. In addition, the indirect effect of green products and green innovation also affects green purchase intention through the mediating role of green product knowledge. The connection between green marketing and green innovation on green purchasing intention is mediated by green product knowledge. These results indicate that in addition to green product knowledge, green buying intention is directly impacted by several different factors, including green products and green innovation. This research offers an understanding for marketers to increase green purchase intention by optimizing green product knowledge and green innovation. The study's managerial implications imply that eco-friendly clothing companies must increase consumer environmental awareness through effective green marketing campaigns and sustainable product innovation. In addition, increasing consumer knowledge of eco-friendly products can strengthen their purchase intention towards these products.]]>
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