The company has currently started to develop eco-friendly innovation products. It does drive by one of the emerging environmental issues in Indonesia, specifically plastic waste. Theory of Planned Behavior was used as a theoretical framework in this research and has been widely used in several previous researches to measure the attitude in affecting consumer purchase intention and the concept of marketing public relations. This research was intended to evaluate the effect of green packaging on purchase intention in AQUA Life products mediated by pro-3R attitudes. The object of this research was the green packaging of AQUA Life products which is referred to as Danone AQUA’s MPR program innovation. This research was conducted in the metropolitan area of DKI Jakarta. This research using the method of non-probability sampling through a purposive sampling technique. Data were collected using an online questionnaire with a Likert scale (with a point scale: (1) strongly disagree to (5) strongly agree). The number of respondents in this research has amounted to 347 respondents. The data in this research were then analyzed using path analysis by means of structural equation modeling (SEM). The results showed that: (1) Green packaging had a significant effect on the pro-3R attitude; (2) Green packaging had a significant effect on the purchase intention (3) The pro-3R attitude did not
successfully mediate the effect of green packaging on purchase intention. Consequently, further research is recommended to raise the pro-3R attitude variable as a moderator variable, not a mediator variable.