The influence of green brand image, green awareness, green advertising, and ecological knowledge on green purchase intention and green purchase behaviour of beer Bintang and Heineken products in DKI Jakarta
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Dec 7, 2023
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Abstract
Green marketing strategies have become increasingly important in addressing the pressing issue of global warming. Companies are adopting green marketing to shape a positive and competitive brand image in offering environmentally conscious products, which ultimately affects consumer purchasing decisions. This study examines the impact of green brand image, green awareness, green advertising, and ecological knowledge on green purchase intention and green purchase behaviour among Beer Bintang/Heineken consumers in DKI Jakarta. The research collected data from 206 respondents who have purchased and seen advertisements for the beer brand. The research findings indicate that green brand image, green advertising, and ecological knowledge significantly and positively influence green purchase intention. Conversely, green awareness has a negative impact on green purchase intention. Additionally, green purchase intention significantly influences green purchase behaviour. The uniqueness of this study lies in its empirical model for predicting green purchasing decisions in the beer industry in Indonesia. It is hoped that this model can also be used by other environmentally friendly FMCG companies and retail industries to develop marketing strategies to enhance customers' green purchasing decisions. This research contributes to global efforts in addressing climate change and environmental issues through consumer choices based on information
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How to Cite
Adelina, C., & Hutabarat, Z. (2023). The influence of green brand image, green awareness, green advertising, and ecological knowledge on green purchase intention and green purchase behaviour of beer Bintang and Heineken products in DKI Jakarta . Enrichment : Journal of Management, 13(5), 2750-2758. https://doi.org/10.35335/enrichment.v13i5.1660
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Sekaran, U., & Bougie, R. (2019). Research Methods for Business: A Skill Building Approach (7th ed.). John Wiley & Sons.
Severo, E. A., De Guimarães, J. C. F., Dellarmelin, M. L., & Ribeiro, R. P. (2019). The influence of social networks on environmental awareness and the social responsibility of generations. Brazilian Business Review, 16(5), 500–518. https://doi.org/10.15728/bbr.2019.16.5.5
Shabbir, M. S., Sulaiman, M. A. B. A., Al-Kumaim, N. H., Mahmood, A., & Abbas, M. (2020). Green marketing approaches and their impact on consumer behavior towards the environment—a study from the UAE. Sustainability (Switzerland), 12(21), 1–13. https://doi.org/10.3390/su12218977
Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 30(1), 694–704. https://doi.org/10.1002/bse.2648
Tretyak, O. A., & Sloev, I. (2013). Customer flow: Evaluating the long-term impact of marketing on value creation. Journal of Business and Industrial Marketing, 28(3), 221–228. https://doi.org/10.1108/08858621311302877
Wu, S.-I., & Chen, Y.-J. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6(5). https://doi.org/10.5539/ijms.v6n5p81
Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114–122. https://doi.org/10.1016/j.ecolecon.2016.12.019
Arshad, R., Mahmood, U., Siddiqui, H., & Tahir, A. (2014). An Empirical Study about Green Purchase Intentions. Journal of Sociological Research, 5(1). https://doi.org/10.5296/jsr.v5i1.6567
Barber, N., Taylor, C., & Strick, S. (2009). Wine consumers’ environmental knowledge and attitudes: Infl uence on willingness to purchase. In International Journal of Wine Research. https://www.dovepress.com/
Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal, 29(5), 798–812. https://doi.org/10.1108/MEQ-02-2018-0023
Chen, Y. S., Huang, A. F., Wang, T. Y., & Chen, Y. R. (2020). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management and Business Excellence, 31(1–2), 194–209. https://doi.org/10.1080/14783363.2018.1426450
Chen, Y. S., Lin, C. Y., & Weng, C. S. (2015). The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability (Switzerland), 7(8), 10135–10152. https://doi.org/10.3390/su70810135
Debora Indriani, I. A., Rahayu, M., & Hadiwidjojo, D. (2019). The Influence of Environmental Knowledge on Green Purchase Intention the Role of Attitude as Mediating Variable. International Journal of Multicultural and Multireligious Understanding, 6(2), 627. https://doi.org/10.18415/ijmmu.v6i2.706
Dietz, T., Stern, P. C., & Guagnano, G. A. (1998). Social structural and social psychological bases of environmental concern. Environment and Behavior, 30(4), 450–471. https://doi.org/10.1177/001391659803000402
Diryana, I., & Kurniawan, G. I. (2015). Brand Equity of Green Products through Customer Trust and Customer Value. First International Conference on Economics and Banking.
Hair, J. F. Jr., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition.
Hasanah, I., & Dewi, W. (2023). PURCHASE INTENTION: STRONG EFFECTS OF GREEN ADVERTISING ATTRIBUTES, PARA-SOCIAL RELATIONSHIPS, AND PERCEIVED CREDIBILITY (Vol. 11, Issue 1).
Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence and Planning, 32(3), 250–268. https://doi.org/10.1108/MIP-10-2012-0105
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69. https://doi.org/10.1016/j.jretconser.2017.11.008
Karababa, E., & Kjeldgaard, D. (2014). Value in marketing: Toward sociocultural perspectives. Marketing Theory, 14(1), 119–127. https://doi.org/10.1177/1470593113500385
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing Global Edition 17th Edition (17th ed.). Pearson.
Multi Bintang Indonesia. (n.d.). Multi Bintang Indonesia Sustainability Report 2022. 2022. https://www.multibintang.co.id/cfind/source/files/sustainability-report/sr-2022-1-ind.pdf
Plumeyer, A., Kottemann, P., Böger, D., & Decker, R. (2019). Measuring brand image: a systematic review, practical guidance, and future research directions. In Review of Managerial Science (Vol. 13, Issue 2, pp. 227–265). Springer Verlag. https://doi.org/10.1007/s11846-017-0251-2
Putri, V. D. A., & Suasana, I. G. A. K. G. (2017). PENGARUH ELEMEN EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN DI GERAI STARBUCKS COFFEE (Studi Pada Konsumen Domestik Starbucks Coffee di Wilayah Bali). E-Jurnal Manajemen Universitas Udayana, 7(1), 470. https://doi.org/10.24843/ejmunud.2018.v7.i01.p18
Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green Brand Image Relation Model, Green Awareness, Green Advertisement, and Ecological Knowledge as Competitive Advantage in Improving Green Purchase Intention and Green Purchase Behavior on Creative Industry Products. Journal of Economics, Business & Accountancy Ventura, 20(2). https://doi.org/10.14414/jebav.v20i2.1126
Sekaran, U., & Bougie, R. (2019). Research Methods for Business: A Skill Building Approach (7th ed.). John Wiley & Sons.
Severo, E. A., De Guimarães, J. C. F., Dellarmelin, M. L., & Ribeiro, R. P. (2019). The influence of social networks on environmental awareness and the social responsibility of generations. Brazilian Business Review, 16(5), 500–518. https://doi.org/10.15728/bbr.2019.16.5.5
Shabbir, M. S., Sulaiman, M. A. B. A., Al-Kumaim, N. H., Mahmood, A., & Abbas, M. (2020). Green marketing approaches and their impact on consumer behavior towards the environment—a study from the UAE. Sustainability (Switzerland), 12(21), 1–13. https://doi.org/10.3390/su12218977
Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 30(1), 694–704. https://doi.org/10.1002/bse.2648
Tretyak, O. A., & Sloev, I. (2013). Customer flow: Evaluating the long-term impact of marketing on value creation. Journal of Business and Industrial Marketing, 28(3), 221–228. https://doi.org/10.1108/08858621311302877
Wu, S.-I., & Chen, Y.-J. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6(5). https://doi.org/10.5539/ijms.v6n5p81
Yadav, R., & Pathak, G. S. (2017). Determinants of Consumers’ Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior. Ecological Economics, 134, 114–122. https://doi.org/10.1016/j.ecolecon.2016.12.019