Excessive consumption behavior, hedonistic life style, lack of trust in green product claims, which ultimately affect the high amount of waste that continues to increase are a glimpse of the problems that will be examined in this study. The marketing concept start to shift to an environmentally oriented domain. The green phenomenon for many companies are usually just a term that ultimately becomes its objective bias (green washing). This study examines the existence of eco packaging, lifestyle patterns that are proxy for environmental concern, and green trust which will be exposed to environmentally oriented purchasing behavior, through of attitude variables and good purchase intentions as mediation. Respondents were collected as many as 225 people who are people whose live in city of Makassar by the condition that people understand environmentally friendly products and eco packaging. which is proven by mentioning at least two environmentally friendly products and the packaging as well. The research model was developed from theory of planned behavior. Data was analysis used a structural equation model (SEM) with the Amos analysis as a tool. One results of the 17 hypotheses shows that; Lifestyle variable did not directly affect on green purchase behavior, while the measurement of others variables both directly and indirectly had a positive and significant effect on green purchase behavior. The findings that are not significant indicate that an environmentally oriented lifestyle does not influence / shape a person's positive purchase to buy green products. The existence of a green community is considered not to be able to influence the community to grow green behavior. At the same time, the critical role of the community is very large to educate the public about the importance of understanding the dangers of residual waste products and where to go / what to do with the waste are.

Theory planned behavior, green trust, life style, eco packaging, urban society of Makassar