Ryan Wiranata, The Influence of Green Marketing, Environmental Knowledge, and Green Perceived Value on Purchase Intention in Philips LED Lighting Product Among the Younger Generation in East Kalimantan. Under the guidance of Dr. Herry Ramadhani, S.E., M.M This study purpose is to analyze and explain The Influence of Green Marketing, Environmental Knowledge, and Green Perceived Value on Purchase Intention in Philips LED Lighting Product Among the Younger Generation in East Kalimantan. Population in this study is the generation Y and Z which is born between 1981 until 2012, that have interest to purchase Philips LED lighting product in the future. The sampling technique is using non-probability sampling with the method of purposive sampling with the total amount of sample needed is as much of 128 people. The data collection method is using the online questionnaire through google form. The statistical analysis is done with the analysis method of Structural Equation Modelling using the help of statistical tools of SmartPls. The analysis result in this research show that the Green Marketing is influencing the Purchase Intention with positively and significant; Environmental Knowledge is influencing the Purchase Intention with positively and significant; Green Perceived Value is influencing the Purchase Intention with positively and significant.