* Corresponding author. E-mail address: fauziyahnj@gmail.com (F. N. Jamal) © 2021 by the authors; licensee Growing Science, Canada doi: 10.5267/j.msl.2020.12.011 Management Science Letters 11 (2021) ***–*** Contents lists available at GrowingScience Management Science Letters homepage: www.GrowingScience.com/msl Green purchase intention: The power of success in green marketing promotion Fauziyah Nur Jamal a* , Norfaridatul Akmaliah Othman a , Raden Chairul Saleh b and Safira Chairunnisa b a Universiti Teknikal Malaysia Melaka, Malaysia b Universitas Islam Indonesia C H R O N I C L E A B S T R A C T Article history: Received: September 18, 2020 Received in revised format: November 18 2020 Accepted: December 12, 2020 Available online: December 15, 2020 The development of green marketing has received the attention of various levels of business around the world. The promotion of green marketing is now shaping all business sectors' practices, including the property industry. Yogyakarta is one of the cities whose industry has been developing so fast. This study explored green purchase intention to succeed in green marketing promotion. It examined how the rela- tionship between green purchase intention with the variables supporting it and measuring its value. This research was completed with two methods: identifying the relationship between the green purchase in- tention variables (endogenous) with variables and their indicators (exogenous) that affect the value of green purchase intention. The identification using structural equation modelling. While the measurement of green purchase intention values was carried out using a dynamic system simulation. The data was collected through the survey method on 400 sample sizes. The results obtained, a significant relationship between 4 exogenous variables and the endogenous variable and also obtained some prediction value per unit time. © 2021 by the authors; licensee Growing Science, Canada Keywords: Green Marketing Promotion Property Industry Green Purchase Intention Structural Equation Modelling (SEM) System Dynamics 1. Introduction Growing concerns about environmental sustainability and climate change bring all companies to the challenge of integrating environmental issues into business strategies and activities (Dangelico & Vocalelli, 2017). In order to respond to these envi- ronmental demands, companies should develop new strategies that can guarantee fulfilment with these green issues, such as green marketing. Every company competes to apply the green marketing concept in its business strategy that leads to activities that care about the environment. According to Polonsky (1994), the aim of green marketing is to meet human needs and desires, so that satisfaction with these needs and desires occurs without harming the natural environment. Consumer is one of the most important sides to consider in support green revolution. By better understanding their characteristics and consumption behaviour, companies could influence them to buy green product. To succeed in good promotion relating green product, determinants of consumers green purchase behaviour are need to be explored. Before the formation of the green purchase behaviour, there must be an intention to buy green products that commonly referred as green purchase intentions. According to Rashid (2009), green purchase intention is conceptualized as a person's probability and willingness to give preference to products that have environmentally friendly features compared to other traditional products in consideration of their purchases. By identifying this customer green purchase intention, it will bring to customer satisfaction. The development of green build- ing has received attention of various levels of business around the world. The promotion of green marketing is now shaping the practice of all business sectors including real estate development. Real Estate Indonesia (REI) is an association that houses several brand developers in real estate in Indonesia. Established on February 11, 1972, REI has a goal to fill Indonesia's