<![CDATA[Rising environmental awareness among consumers has pushed businesses toward green marketing approaches. Within the outdoor gear sector, firms now face a dual challenge: meeting practical, functional demands while also embedding sustainable values into their products. This study examines the pathway through which green marketing strategy shapes purchase intention toward EIGER Green Label products, considering both its direct route and its indirect routes through brand image and brand equity. A quantitative explanatory design was employed in Sidoarjo Regency, drawing on 160 participants selected through purposive sampling based on predetermined criteria. Data were gathered via a Likert-scale survey and processed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) in SmartPLS. The analysis reveals that green marketing strategy exerts a positive and significant influence on both brand image (β = 0.914; p < 0.001) and brand equity (β = 0.857; p < 0.001); however, its direct effect on purchase intention proves statistically insignificant (β = 0.083; p = 0.343). Brand image likewise fails to significantly shape purchase intention and does not operate as a mediator within this framework. Brand equity, by contrast, shows a significant and positive effect on purchase intention (β = 0.916; p < 0.001) and serves as a significant mediating variable linking green marketing strategy to purchase intention (β = 0.785; p < 0.001). Taken as a whole, these results point to brand equity as the more effective channel through which green marketing strategy drives purchase intention. EIGER is therefore encouraged to keep strengthening the value proposition, quality standards, competitive edge, and distinctiveness of its Green Label line in order to boost consumers' purchase intentions.]]>
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