THE EFFECT OF GREEN MARKETING, ENVIRONMENT AND HEALTH ON GREEN PURCHASE BEHAVIOUR: STUDY ON BANDUNG CITY'S GOVERNMENT POLICY 'KANG PISMAN'

Currently the impact of global warming is starting to be felt, it was stated from the report of the Intergovernmental Panel on Climate Change (IPCC). The issue of the environment is a problem that is being highlighted by the wider community. The problem of air pollution, water pollution, and the most highlighted is the problem of garbage. Waste becomes a big problem when the amount of waste is increasing and it is difficult to be recycled. This study aims to determine the effect of Green Marketing, Environment and Health after the Bandung City government policy regarding the Kang Pisman program. This research is a quantitative research with descriptive method. The sampling technique used is non-probability sampling with the type of purposive sampling. Respondents of this study are people in the city of Bandung, with a total of 400 respondents. The method used is the SWOT analysis and using the Partial Least Square (PLS) method. Based on the results of the study, it can be concluded that Green Marketing, the environment and health have an influence on green purchase behavior. And there is a simultaneous influence on green purchase behavior after the Bandung city government policy regarding the Kang Pisman program. But there is still a need to improve the environmental and health variables because they have a low influence.