<![CDATA[This study aims to analyze the effect of green advertising and environmental quality awareness on the green purchase behavior of Generation Z in Tenggarong City, with environmental attitude as a mediating variable. The background of this study is the growing environmental awareness among young consumers, which is not yet fully reflected in their purchase of green products. The research used a quantitative approach, with a survey of 155 respondents who use Oatside products. Data analysis was conducted using SmartPLS 4.1.5. The results show that green advertising and environmental quality awareness have a significant positive effect on environmental attitude. Furthermore, environmental attitudes have a positive effect on green purchase behavior and act as a mediator. Environmental attitudes can also mediate the effects of green advertising on Green Purchase Behavior. However, environmental quality awareness does not affect green purchasing behavior. The R² values of 0.588 for environmental attitude and 0.556 for green purchase behavior are good. This study emphasizes the importance of authentic green communication strategies to build positive attitudes and encourage sustainable consumption behavior among Generation Z. These findings have practical implications for marketers, who should design campaigns that focus on the value and authenticity of sustainability messages.]]>
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