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Nowadays, customer's knowledge of the environment is very important, remember that its impact on customer behavior for product consumed. So the study of customer behavior for an environmentally friendly product which is environmental knowledge and green purchase intention become research focus through the correlation study among variable. This study focuses on the retail customer which are 100 customers, where it had experience before about environmental friendly product in Bandung City, Indonesia. Through experimental study is conducted hypothesis test with simple regression analysis, with data obtained from questionnaire distribution. The research finding is stated that there is a correlation from the improvement of green purchase intention as the impact of environmental knowledge of customer for the environmentally friendly product. It needs to be known that environmental knowledge still focuses on the impact of product production on the environment, while knowledge of product characteristic has not become important attention. It explains that environmental knowledge needs become attention if it is related to the customer purchasing behavior of an environmentally friendly product.
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