<![CDATA[This research aims to analyze the factors influencing the purchase decisions of ecological products and their relationship with the environment among consumers in Singingi Hilir District, Kuantan Singingi Regency. The research uses a quantitative approach with a survey method. Data were collected through questionnaires using a Likert scale and analyzed with the help of SPSS through t-tests, F-tests, and the coefficient of determination (R²). The results of the simulation analysis show that environmental concern, environmental knowledge, green image, and eco-label partially have a significant effect on the purchase decision of ecological products. These four variables also simultaneously have a significant effect on the purchase decision, with an R² value of 0.664 or 66.4%. These results indicate that the purchase decision of ecological products is influenced by internal consumer factors and external factors such as information and the environmental image of the product. This research implies that increasing environmental knowledge and concern, as well as providing credible ecological information, can encourage more sustainable consumption behavior.]]>
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