摘要：This study aims to determine the influence of environmental awareness of the conscious purchasing behavior. Therefore, quantitative approach was adopted and survey with a sample of 526 respondents. Data analysis was used Confirmatory Factor Analysis and Structural Equation Modeling, resulting in two constructs. The construct “Environmental Awareness” includes the dimensions of consciousness to nature and Limited Resources and the “Purchase Behavior” consists of four dimensions, Products Less Harmful, Recycled Products, Natural Products and Packaging. The results provide empirical evidence that environmental awareness was not significantly related to purchasing behavior. While there is some support in the literature for such a relationship, this study uses an integrative perspective to test the relationship. The model can be used as a measuring instrument for future research on environmental awareness.
