<![CDATA[The increasing environmental problems caused by plastic waste have encouraged consumers to become more environmentally conscious in their purchasing behavior. In the bottled drinking water industry, companies are increasingly integrating sustainability values into marketing communication strategies, including the use of advertising slogans. This study aims to analyze the effect of Advertising Slogan on Purchase Decision through Environmental Awareness as a mediating variable among consumers of Le Minerale bottled drinking water products in Balikpapan City. This study employed a quantitative approach using a survey method. Data were collected from 100 respondents selected through purposive sampling and analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The results revealed that Advertising Slogan had a positive and significant effect on Environmental Awareness, while Environmental Awareness significantly influenced Purchase Decision. However, Advertising Slogan did not have a significant direct effect on Purchase Decision. Furthermore, Environmental Awareness was proven to fully mediate the relationship between Advertising Slogan and Purchase Decision. These findings indicate that sustainability-oriented advertising communication becomes effective in influencing purchasing decisions only when it successfully increases consumers’ environmental awareness. This study contributes to the development of Green Marketing and sustainable consumer behavior literature by emphasizing the important mediating role of Environmental Awareness in shaping purchasing decisions toward environmentally responsible products.]]>
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