This research was conducted to examine the effect of perceived marketerdominated information quality, perceived interaction quality, perceived service content quality on perceived customer retention orientation and its impact on green patronage intention which was moderated by green consciousness. The target population used is consumers aged 18-35 years, have sought information about H&M through social media, and have done at least 1 purchase in the 2017-2018 period. Sampling used is a non¬ probability sampling technique with the snowball sampling method. The number of respondents was 210 respondents and the data were analyzed by statistical analysis of Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this study indicate that perceived marketer-dominated information quality, perceived interaction quality, perceived service content quality have a positive effect on the perceived customer retention orientation. In addition, perceived customer retention orientation has a positive effect on green patronage intention. However, green consumption does not moderate the relationship between perceived customer retention orientation and green patronage intention. / Penelitian ini dilakukan untuk menguji pengaruh perceived marketer-dominated information quality, perceived interaction quality, perceived service content quality terhadap perceived customer retention orientation dan dampaknya pada green patronage intention yang dimoderasi oleh green consciousness. Populasi sasaran yang digunakan adalah konsumen yang berusia 18-35 tahun, pemah mencari informasi mengenai H&M melalui media sosial, dan pemah melakukan minimal 1 kali pembelian dalam kurun waktu tahun 2017-2018. Penarikan sampel yang digunakan adalah teknik non-probability sampling dengan metode snowball sampling. Jumlah responden adalah sebesar 210 responden dan data dianalisis dengan analisis statistik Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian ini menunjukkan bahwa perceived marketer-dominated information quality, perceived interaction quality, perceived service content quality berpengaruh positif terhadap perceived customer retention orientation. Selain itu, perceived customer retention orientation berpengaruh positif terhadap green patronage intention. Akan tetapi, green consiousness tidak memoderasi hubungan antara perceived customer retention orientation dan green patronage intention. / This research was conducted to examine the effect of perceived marketer- dominated information quality, perceived interaction quality, perceived service content quality on perceived customer retention orientation and its impact on green patronage intention which was moderated by green consciousness. The target population used is consumers aged 18-35 years, have sought information about H&M through social media, and have done at least I purchase in the 2017-2018 period. Sampling used is a non- probability sampling technique with the snowball sampling method. The number of respondents was 210 respondents and the data were analyzed by statistical analysis of Partial Least Square-Structural Equation Modeling (PLS-SEM). The results of this study indicate that perceived marketer-dominated information quality, perceived interaction quality, perceived service content quality have a positive effect on the perceived customer retention orientation. In addition, perceived customer retention orientation has a positive effect on green patronage intention. However, green consumption does not moderate the relationship between perceived customer retention orientation and green patronage intention.