摘要：Demand on eco-friendly products is burgeoning, as a form adaptation to climate change mitigation strategy. Hence, environmental issues are still considered as an emerging topic that concerns the tourism sector. Planned Behavior Theory (TPB) describes the formation of environmentally friendly behavior intentions in green purchase intentions of natural batik dyes. Data were obtained from 200 visitors who ever purchased natural dyed batik during their craft shopping tours to the city of Batik, Pekalongan Indonesia. The data were further analyzed using the structural equation modeling (SEM) approach. The initial model's calculation results reveal that green subjective norm has no significant relationship on green purchase intention. Furthermore, green product knowledge and attitude positively impact green purse intention of batik products made from natural ingredients. The results showed that INELOC does not moderate the relationship between attitude (ATT) on green purchase intention. Craft shopping tour is becoming popular choice of sightseeing bundling offered by travel agents. Besides its positive value, increasing demand on the handicraft shopping also has a negative consequence on the environment. The destruction occurs as a result of rapid growth in consumption, hence, purchasing environmentally friendly products can be a way to minimize the climate change and balancing the ecosystems. Demand on eco-friendly products is burgeoning, as a form adaptation to climate change mitigation strategy. Realizing that the river pollution can endanger people's health, MSMEs have started producing batik with natural dyes. Although the number of MSMEs that produce natural dyed batik products is not high, the Pekalongan City Government is continually socialize the importance of reducing chemical waste and river pollution. These findings have important implications for marketers and policymakers of natural dye batik
