C urrently, the number of environmental issues is increasing which resultedpeople to be more concern about the environment and try to live a healthy life bypurchasing organic and green products which would not damage the environment. In addition, since 2002, Forum Fair Trade Indonesia (FTTI) works restless to uplift socioeconomic status of underprivileged and marginalized artisans, farmers andorganizations in Indonesia. One of the way is create Rumah Fair Trade that have theaim to help and support farmers and at the same time preserving the environment. The thesis discussed whether there is a significant impact of attitude, norm, and willingness to pay toward green purchase behavior intention.This is a hypothesis testing study, of which was conducted in Indonesia. Dataobtained by distributing questionnaires to 150 respondents who came from age range of 20 years old to ≥ 37 years old. The sampling technique in this research is using convenience sampling. Statistical Package for the Social Science (SPSS) was employed to test the data.The result of this study shows that attitude does not positively affects greenpurchase behavior intention. However, personal norms and willingness to paypositively affects green purchase behavior intention. Moreover, the producer oforganic and green product should conduct promotion so that the customer be moreunderstand about the importance and the benefit of its products along with theincreasing of organic and green product distribution.