<![CDATA[This study aims to examine the relationship between green marketing and consumer behavior, and to analyze the mediating role of environmental awareness in the context of North Sumatra, Indonesia. A quantitative explanatory design was employed using a cross-sectional survey of 220 consumers with experience purchasing environmentally friendly products. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0, applying bootstrapping with 5,000 resamples. The results indicate that green marketing is positively associated with consumer behavior (β = 0.312, p < 0.001) and environmental awareness (β = 0.648, p < 0.001). Environmental awareness is also significantly associated with consumer behavior (β = 0.421, p < 0.001). Mediation analysis reveals a significant indirect effect (β = 0.273, p < 0.001), indicating partial mediation. The model demonstrates moderate explanatory power (R² = 0.420 for environmental awareness; R² = 0.563 for consumer behavior) and satisfactory predictive relevance (Q² = 0.301; 0.389). This study is based on a cross-sectional design, which limits causal inference. Additionally, the use of self-reported data may introduce common method bias, although collinearity diagnostics indicate acceptable levels. This study contributes to the literature by providing empirical evidence of a dual-path mechanism linking green marketing to consumer behavior through environmental awareness in a regional Indonesian context, which remains underexplored in prior studies.]]>
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