T The objective of this study is to examine and analyze the effect of Green Brand Positioning, Attitude Toward Green Bramds, Green Brand Knowledge through Green Product Purchase Intention. The samples being used in this study is 180 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structuctural Equation Model (SEM) analysis method. The findings of this study are: (1) Green Brand Positioning has a positive effect toward Green Product Purchase Intention, (2) Attitude Toward Green Brands has no positive effect toward Green Product Purchase Intention, (3) Green Brand Knowledge has no positive effect toward Green Product Purchase Intention, (4) Green Brand Knowledge has a positive effect toward Attitude Toward Green Bramds.