The development of industry in Indonesia is increasing rapidly, but it is not based on environmentally friendly activities, which causes many problems in the environment. There are still many companies using plastic materials to make a product and disposing of their waste carelessly, which causes environmental damage. That situation causes consumers to change their consumption patterns by buying environmentally friendly products. This research aims to examine the effect of environmental concern, personal norms, perceived value, and willingness to pay on the purchase intention of environmentally friendly products. This study used quantitative data with primary data sources obtained through an online questionnaire which spread by Google Forms. The sampling method used in this study was random sampling and obtained 298 respondents. The data is processed using PLS-SEM with SmartPLS software version 3. The results of the study stated that environmental concern, personal norm, perceived value, and willingness to pay had a positive and significant effect on the purchase intention of environmentally friendly products.

Keywords: Environmental concern, personal norms, perceived value, willingness to pay, purchase intention, environmentally friendly product