The main purpose of this research is to analyze the relation between green
marketing awareness with the consumer’s purchase intention toward green
products, Cassava bioplastics as the object of this research in Bali. Implementing
the green lifestyle by purchase and use green products seen to be an action the
people can do in order to contribute save the environment This research uses online
questionnaire to collect the data, which is distributed to 164 respondents. This
research is using SEM-PLS as the analysis tools for hypothesis testing and SPSS as
the analyzing tool for independent sample t-test.
The results show that Green marketing awareness and perceived risk
positively influence the consumer’s perceived value and purchase intention on
Cassava bioplastics. Perceived innovation has an influence on consumer’s
perceived value and has no influence on consumer’s purchase intention. The
perceived quality and perceived price have no influence on consumer’s perceived
value and purchase intention. The result of this research can help the organizations
which focus to produce Cassava bioplastics especially in Bali for their managerial
decision related to strategy support of a cassava bioplastics or other green products.