<![CDATA[Objective: The purpose of this research is to explain the role of green knowledge in influencing green purchase behavior and to examine the role of green attitude and green self-identity as mediating variables. This research also examines the relationships among green knowledge, green attitude, green self-identity, and green purchase behavior between male and female consumers, as well as across generations (Generation X, Y, and Z). Research Design & Methods: This study used in quantitative methodology. Data (n=508) were collected using a self-administered questionnaire. The respondents were purchasers of eco-friendly products selected through purposive sampling. This research uses an explanatory research design with structural equation modeling to test the hypothesized relationships. Descriptive statistics were analyzed using IBM SPSS ver. 26, and the research model was tested using SmartPLS 3. Findings: The results indicate that green attitude and green self-identity function as the crucial mediators in the relationship between green knowledge and green purchase behavior. Internalizing green attitude and green self-identity is needed to encourage green behavior, especially among younger generations. Results differ by gender and generation. Implications & Recommendations: For male consumers, the campaign may emphasize the rational aspects of green knowledge. For female consumers, the strategy should place more emphasis on forming a green attitude and identity through emotional aspects. Contribution & Value Added: Green knowledge is not universal in influencing green behavior. Instead, it depends on psychological and demographic factors.]]>
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