<![CDATA[The problem of plastic waste drives the need for marketing strategies that can increase the use of eco-bag products, including eco-bags. This research is motivated by low consumer purchasing interest in eco-bags, even though the product can be reused and has the potential to reduce dependence on single-use plastic bags. Sales data shows that out of a total inventory of 2,260 units, only 1,504 eco-bags were sold throughout 2024. The purpose of this study is to determine how product variants and green marketing influence consumer intention to purchase eco-bags. Using a sample of one hundred respondents, this study employed a quantitative methodology. Questionnaires, observation, and documentation were used as data collection methods. Multiple linear regression was used to analyze the data using SPSS 25. With a calculated t-value of 8.688 and a significance level of 0.000, the findings indicate that green marketing has a beneficial and substantial impact on purchase intention. With a calculated t-value of 2.794 and a significance level of 0.006, product variations also have a beneficial and significant impact. With a calculated F value of 94.367 and an R Square of 0.661, both variables simultaneously have a significant impact on purchase intention.]]>
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