ABSTRAK
Pandangan manusia telah bergeser seiring dengan meningkatnya kepedulianterhadap lingkungan, sehingga menimbulkan tuntutan bagi pelaku bisnis untukmemberikan solusi dalam menghadapi berbagai permasalahan lingkungan melaluipengembangan green product. Eco-label sebagai jaminan mutu green productmerupakan isu di dunia bisnis dan perdagangan global saat ini. Penelitian inibertujuan untuk mengetahui pengaruh eco-label terhadap kesadaran mahasiswauntuk membeli green product. Variabel-variabel yang digunakan dalam penelitianini adalah eco-label awareness, attitude towards the environment, belief inenvironment-friendly buying, eco-label knowledge, eco-label availability,attention towards eco-label, dan purchase intention. Dengan menggunakanStructural Equation Modeling, diperoleh bahwa variabel belief in environmentfriendlybuying, eco-label knowledge, dan attention towards eco-label memilikipengaruh langsung terhadap purchase intention, sementara variabel eco-labelawareness dan eco-label availability hanya menunjukkan pengaruh tidaklangsung terhadap purchase intention.

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ABSTRACT
The society?s viewpoint has shifted along with the increasing concern for theenvironment, causing the rise of demand for the businessman to provide aconcrete solution to deal with the current environmental problems through thedevelopment of green products. Eco-label, as a quality assurance of greenproducts, has been a global trade-related issue for years. This research aims todetermine the effect of eco-labels on students? awareness to purchase greenproducts. The variables used in this research consist of eco-label awareness,attitude towards the environment, belief in buying environment-friendly, eco-labelknowledge, eco-label availability, attention towards eco-label, and purchaseintention. Using Structural Equation Modeling, some of key findings from thedata analysis are highlighted: belief in environment-friendly buying, eco-labelknowledge, and attention towards eco-label show a direct influence on purchaseintention, while eco-label awareness and eco-label availability only show theindirect effect on purchase intention