The current increase public awareness of the environment against environmental degradation , environmental awareness is also affecting people\u27s habits as consumers . People tend to want products that are environmentally friendly . These conditions resulted in the company adapting environmental problems . One of the concepts that currently can be adapted by the company is green marketing . Companies that create products are green can pave the way for manufacturers to enter the market , especially green product market . This study used a survey method . Factors examined include factors perceived product price and quality ( PQ ) , organization \u27s green image ( OGI ) , environmental concerns ( EC ) , and environmental knowledge ( EK ) against green purchase intention ( GPI ) . The research found that before dimoderating by PQ all independent factors have a significant influence on purchase intentions green . After dimoderating by PQ all independent factors did not have a significant effect on purchase intentions green because consumers are sensitive to price causes consumer intentions to buy the product is reduced . Businessmen are advised to consider the factors in order to improve the cosmetic green business .
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