Analysis of green marketing, green brand image, green perceived value, and environmental knowledge on green purchase decision at The Body Shop customers in Jabodetabek
##plugins.themes.academic_pro.article.sidebar##
Published
Dec 30, 2023
Download
Statistic
Downloads
Download data is not yet available.
##plugins.themes.academic_pro.article.main##
Abstract
The increasing amount of waste generated from the use of cosmetic products makes people pay more attention to their purchasing decisions. This study aims to test and analyze the effect of green marketing, green brand image, green perceived value, and environmental knowledge on green green purchase decisions for The Body Shop customers in JABODETABEK. This study uses primary data collected from 150 respondents of The Body Shop customers in JABODETABEK. The construction of the relationship model in this research was tested with partial least square-structural equation modeling (PLS-SEM) with the Smart PLS 3.2.9 program. The results showed that green marketing has a positive and significant effect on green brand image, green brand image has insignificant effect on green purchase decision, green marketing has a significant positive effect on green perceived value, green perceived value has a significant positive effect on green purchase decision, green marketing has a significant positive effect on green purchase decision, and environmental knowledge plays a significant role in mediating the effect of green marketing on purchase decision. This model can also be used by other environmentally friendly cosmetic companies in developing marketing strategies to increase customer green purchase decisions
##plugins.themes.academic_pro.article.details##
How to Cite
Juliana, S., & Sijabat, R. (2023). Analysis of green marketing, green brand image, green perceived value, and environmental knowledge on green purchase decision at The Body Shop customers in Jabodetabek. Enrichment : Journal of Management, 13(5), 3541-3551. https://doi.org/10.35335/enrichment.v13i5.1791
References
Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267. https://doi.org/10.1016/j.jclepro.2020.122053
Alamsyah, D. P., Aryanto, R., Utama, I. D., Marita, L. S., & Othman, N. A. (2020). The antecedent model of green awareness customer. Management Science Letters, 10(11), 2431–2436. https://doi.org/10.5267/j.msl.2020.4.007
Ansu-Mensah, P. (2021). Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective. Future Business Journal, 7(1). https://doi.org/10.1186/s43093-021-00094-5
Chen, C. C., Chen, C. W., & Tung, Y. C. (2018). Exploring the consumer behavior of intention to purchase green products in Belt and Road countries: An empirical analysis. Sustainability (Switzerland), 10(3). https://doi.org/10.3390/su10030854
Confente, I., Scarpi, D., & Russo, I. (2020). Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value. Journal of Business Research, 112, 431–439. https://doi.org/10.1016/j.jbusres.2019.10.030
dpr.go.id. (2022). Ditjen PSLB3 KLHK Didesak Miliki Langkah Terukur Tangani Volume Sampah.
Fatmawati, I., & Alikhwan, M. A. (2021). How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision? E3S Web of Conferences 316.
Fauzi, F., & Asri, R. (2020). PENGARUH ETNOSENTRISME, CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN BATIK (Studi pada Konsumen di wilayah Jakarta Barat). www.kemendag.go.id
Fletcher, C. (2023, February 13). The Environmental and Health Impacts of the Cosmetic Industry. Earth.Org.
Grant, J. (2012). The Green Marketing Manifesto . John Wiley & Sons Ltd .
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition.
Hasanah, A., Riana, F., & Toiba, H. (2023). Impact of Green Marketing to Food and Beverages on Purchasing Decisions and Brand Image as a Mediation Variable (Case Study: Millennial Consumers). HABITAT, 34(2), 167–177. https://doi.org/10.21776/ub.habitat.2023.034.2.15
Haudi, Santamoko, R., Rachman, A., Surono, Y., Mappedeceng, R., Musnaini, & Wijoyo, H. (2022). The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market. International Journal of Data and Network Science, 6(1), 67–72. https://doi.org/10.5267/J.IJDNS.2021.10.003
Hong, Z., Wang, H., & Yu, Y. (2018). Green product pricing with non-green product reference. Transportation Research Part E: Logistics and Transportation Review, 115, 1–15. https://doi.org/10.1016/J.TRE.2018.03.013
Humane Society International. (2023). Animals in Cosmetics Testing. Humane Society International.
indonesia.go.id. (2019). Menenggelamkan Pembuang Sampah Plastik di Laut.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
Lee, E. J., Bae, J., & Kim, K. H. (2020). The effect of environmental cues on the purchase intention of sustainable products. Journal of Business Research, 120, 425–433. https://doi.org/10.1016/J.JBUSRES.2019.10.048
Li, J. (2021). An empirical study of green marketing on perceived value based on brand image in smart health care industry. Revista de Cercetare Si Interventie Sociala, 72, 149–161. https://doi.org/10.33788/rcis.72.10
Mahmoud, T. O., Ibrahim, S. B., Ali, A. H., & Bleady, A. (2017). The Influence of Green Marketing Mix on Purchase Intention: The Mediation Role of Environmental Knowledge. International Journal of Scientific & Engineering Research, 8(9), 1040. https://doi.org/10.14299/ijser.2017.09.006
Martana, I. M. Y., & Ardani, I. Gst. A. Kt. S. (2018). PERAN SIKAP DALAM MEMEDIASI PENGARUH KESADARAN LINGKUNGAN TERHADAP NIAT BELI ULANG PRODUK MINUMAN KEMASAN HIJAU.
Minderoo Foundation Limited. (2023). Global Plastic Watch. https://www.minderoo.org/global-plastic-watch/#explore-the-data
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
Rahayu, S., Limakrisna, N., Horas, J., & Purba, V. (2023). The Influence Of Brand Image, Online Service Quality , And Of Use On Purchase Decisions On With Trust As A Mediation Variable. In International Journal of Science. http://ijstm.inarah.co.id629
Ramli, Y., Permana, D., Soelton, M., Hariani, S., & Yanuar, T. (2020). THE IMPLICATION OF GREEN MARKETING THAT INFLUENCE THE CUSTOMER AWARENESS TOWARDS THEIR PURCHASE DECISION. MIX JURNAL ILMIAH MANAJEMEN, 10(3), 385. https://doi.org/10.22441/mix.2020.v10i3.005
Sekaran, U., & Bougie, R. (2016). An easy way t o help st udent s learn, collaborat e, and grow. www.wileypluslearningspace.com
Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162. https://doi.org/10.1016/J.JRETCONSER.2020.102162
Wowor, C., Lumanuw, B., Ogi, I., Wowor, C. A., Lumanauw, B., Ogi, I. W., Manajemen, J., & Ekonomi dan Bisnis, F. (2021). PENGARUH CITRA MEREK, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN KOPI JANJI JIWA DI KOTA MANADO THE INFLUENCE OF BRAND IMAGE, PRICE AND LIFESTYLE ON BUYING DECISION OF JANJI JIWA COFFEE IN MANADO CITY. 9(3), 1058–1068.
Zameer, H., Wang, Y., & Yasmeen, H. (2020a). Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China. Journal of Cleaner Production, 247, 119119. https://doi.org/10.1016/J.JCLEPRO.2019.119119
Zameer, H., Wang, Y., & Yasmeen, H. (2020b). Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China. Journal of Cleaner Production, 247, 119119. https://doi.org/10.1016/J.JCLEPRO.2019.119119
Alamsyah, D. P., Aryanto, R., Utama, I. D., Marita, L. S., & Othman, N. A. (2020). The antecedent model of green awareness customer. Management Science Letters, 10(11), 2431–2436. https://doi.org/10.5267/j.msl.2020.4.007
Ansu-Mensah, P. (2021). Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective. Future Business Journal, 7(1). https://doi.org/10.1186/s43093-021-00094-5
Chen, C. C., Chen, C. W., & Tung, Y. C. (2018). Exploring the consumer behavior of intention to purchase green products in Belt and Road countries: An empirical analysis. Sustainability (Switzerland), 10(3). https://doi.org/10.3390/su10030854
Confente, I., Scarpi, D., & Russo, I. (2020). Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value. Journal of Business Research, 112, 431–439. https://doi.org/10.1016/j.jbusres.2019.10.030
dpr.go.id. (2022). Ditjen PSLB3 KLHK Didesak Miliki Langkah Terukur Tangani Volume Sampah.
Fatmawati, I., & Alikhwan, M. A. (2021). How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision? E3S Web of Conferences 316.
Fauzi, F., & Asri, R. (2020). PENGARUH ETNOSENTRISME, CITRA MEREK DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN BATIK (Studi pada Konsumen di wilayah Jakarta Barat). www.kemendag.go.id
Fletcher, C. (2023, February 13). The Environmental and Health Impacts of the Cosmetic Industry. Earth.Org.
Grant, J. (2012). The Green Marketing Manifesto . John Wiley & Sons Ltd .
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Third Edition.
Hasanah, A., Riana, F., & Toiba, H. (2023). Impact of Green Marketing to Food and Beverages on Purchasing Decisions and Brand Image as a Mediation Variable (Case Study: Millennial Consumers). HABITAT, 34(2), 167–177. https://doi.org/10.21776/ub.habitat.2023.034.2.15
Haudi, Santamoko, R., Rachman, A., Surono, Y., Mappedeceng, R., Musnaini, & Wijoyo, H. (2022). The effects of social media marketing, store environment, sales promotion and perceived value on consumer purchase decisions in small market. International Journal of Data and Network Science, 6(1), 67–72. https://doi.org/10.5267/J.IJDNS.2021.10.003
Hong, Z., Wang, H., & Yu, Y. (2018). Green product pricing with non-green product reference. Transportation Research Part E: Logistics and Transportation Review, 115, 1–15. https://doi.org/10.1016/J.TRE.2018.03.013
Humane Society International. (2023). Animals in Cosmetics Testing. Humane Society International.
indonesia.go.id. (2019). Menenggelamkan Pembuang Sampah Plastik di Laut.
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.
Lee, E. J., Bae, J., & Kim, K. H. (2020). The effect of environmental cues on the purchase intention of sustainable products. Journal of Business Research, 120, 425–433. https://doi.org/10.1016/J.JBUSRES.2019.10.048
Li, J. (2021). An empirical study of green marketing on perceived value based on brand image in smart health care industry. Revista de Cercetare Si Interventie Sociala, 72, 149–161. https://doi.org/10.33788/rcis.72.10
Mahmoud, T. O., Ibrahim, S. B., Ali, A. H., & Bleady, A. (2017). The Influence of Green Marketing Mix on Purchase Intention: The Mediation Role of Environmental Knowledge. International Journal of Scientific & Engineering Research, 8(9), 1040. https://doi.org/10.14299/ijser.2017.09.006
Martana, I. M. Y., & Ardani, I. Gst. A. Kt. S. (2018). PERAN SIKAP DALAM MEMEDIASI PENGARUH KESADARAN LINGKUNGAN TERHADAP NIAT BELI ULANG PRODUK MINUMAN KEMASAN HIJAU.
Minderoo Foundation Limited. (2023). Global Plastic Watch. https://www.minderoo.org/global-plastic-watch/#explore-the-data
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
Rahayu, S., Limakrisna, N., Horas, J., & Purba, V. (2023). The Influence Of Brand Image, Online Service Quality , And Of Use On Purchase Decisions On With Trust As A Mediation Variable. In International Journal of Science. http://ijstm.inarah.co.id629
Ramli, Y., Permana, D., Soelton, M., Hariani, S., & Yanuar, T. (2020). THE IMPLICATION OF GREEN MARKETING THAT INFLUENCE THE CUSTOMER AWARENESS TOWARDS THEIR PURCHASE DECISION. MIX JURNAL ILMIAH MANAJEMEN, 10(3), 385. https://doi.org/10.22441/mix.2020.v10i3.005
Sekaran, U., & Bougie, R. (2016). An easy way t o help st udent s learn, collaborat e, and grow. www.wileypluslearningspace.com
Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162. https://doi.org/10.1016/J.JRETCONSER.2020.102162
Wowor, C., Lumanuw, B., Ogi, I., Wowor, C. A., Lumanauw, B., Ogi, I. W., Manajemen, J., & Ekonomi dan Bisnis, F. (2021). PENGARUH CITRA MEREK, HARGA DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN KOPI JANJI JIWA DI KOTA MANADO THE INFLUENCE OF BRAND IMAGE, PRICE AND LIFESTYLE ON BUYING DECISION OF JANJI JIWA COFFEE IN MANADO CITY. 9(3), 1058–1068.
Zameer, H., Wang, Y., & Yasmeen, H. (2020a). Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China. Journal of Cleaner Production, 247, 119119. https://doi.org/10.1016/J.JCLEPRO.2019.119119
Zameer, H., Wang, Y., & Yasmeen, H. (2020b). Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China. Journal of Cleaner Production, 247, 119119. https://doi.org/10.1016/J.JCLEPRO.2019.119119