Fenomena pada penelitian ini adalah kerusakan yang semakin banyak terjadi mendorong pentingnya penerapan Green Marketing dan Green Product oleh Lion Star, produsen wadah makanan plastic, ditengah meningkatnya kesadaran konsumen terhadap produk ramah lingkungan. Apalagi dari sisi konsumen juga semakin banyak masyarakat yang menyadari pentingnya menggunakan produk ramah lingkungan. Penelitian ini bertujuan untuk menambah kajian empiris tentang sejauh mana kesadaran lingkungan, Green Marketing, Green Produk, Brand Loyalty dan Brand Image kdalam keputusan membeli ulang produk plastic container merek Lion Star. Dengan sampel 180 responden, data dikumpulkan melalui kuesioner yang di sebarkan melalui Google Form dan dianalisis menggunakan Structural Equation Modeling (SEM). Hasil pada penelitian ini yaitu, (1) Green Marketing berpengaruh positif dan signifikan terhadap Brand Image. (2) Green Produk berpengaruh positif dan sognifikan terhadap Brand Image. (3) Green Marketing tidak berpengaruh terhadap Brand Loyalty. (4) Green Produk berpengaruh positif dan signifikan terhadap Brand Loyalty. (5) Brand Loyalty berpengaruh positif dan signifikan terhadap Brand Image. (6) Variabel Green Marketing tidak berpengaruh terhadap Brand Loyalty melalui Brand Image sebagai variabel intervening. (7) Variabel Green Product berpengaruh positif dan signifikan terhadap Brand Loyalty melalui Brand Image sebagai variabel Intervening.
Kata Kunci : Green Marketing, Green Product, Brand Image, Brand Loyalty

The phenomenon in that study shows that increasing environmental damage and consumer awareness of the importance of eco-friendly products have driven Lion Star, a plastic food container manufacturer, to implement Green Marketing and Green Product strategies. This study aims to empitically examine how environmental awareness, Green Marketing, Green Product, Brand Loyalty and Brand Image influence consumers decisions to repurchase Lion Star plastic container. Involving 180 respondents, the data were collected through questionnaires distributed via Google Forms and analyzed using Structural Equation Modeling (SEM). The study’s findings (1) Green Marketing had a positive and significant effect on Brand Image. (2) Green Product had a positive and significant effect on Brand Image. (3) Green Marketing did not have a significant effect on Brand Loyalty. (4) Green Product had a positive and significant effect on Brand Loyalty. (5) Brand Loyalty had a positive and significant effect on Brand Image. (6) The Green Marketing variabel does not affect Brand Loyalty through Brand Image as an intervening variabel. (7) The Green Product variabel has a positive and significant effect on Brand Loyalty through Brand Image as an intervening variabel.
Keywords: Green Marketing, Green Product, Brand Image, Brand Loyalty