Examining the relationship between green marketing and green purchasing intentions: UNIQLO customers in Jabodetabek
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Feb 28, 2025
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Abstract
This research examines the impact of green marketing on green purchasing intentions among UNIQLO customers in Jabodetabek. With growing environmental awareness, fashion companies like UNIQLO are adopting eco-friendly marketing to attract conscious consumers. Key factors explored include environmental sensitivity, attitudes toward green products, and green product quality, which influence purchase intentions. Data will be collected from UNIQLO customers in Jabodetabek and analyzed to identify the relationships between these variables. The research aims to provide actionable insights for UNIQLO to develop sustainable marketing strategies and understand how consumers' perceptions of eco-friendly products are shaped. Additionally, the study offers practical recommendations for companies aiming to enhance the adoption of green products
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How to Cite
Kevin, K., & Ginting, A. M. (2025). Examining the relationship between green marketing and green purchasing intentions: UNIQLO customers in Jabodetabek. Enrichment : Journal of Management, 14(6), 1005-1015. https://doi.org/10.35335/enrichment.v14i6.2174
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Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer Nature. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
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Isac, N., Javed, A., Radulescu, M., Cismasu, I. D. L., Yousaf, Z., & Serbu, R. S. (2024). Is greenwashing impacting on green brand trust and purchase intentions? Mediating role of environmental knowledge. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-023-04352-0
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Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education Limited.
Laheri, V. K., Lim, W. M., Arya, P. K., & Kumar, S. (2024). A multidimensional lens of environmental consciousness: towards an environmentally conscious theory of planned behavior. Journal of Consumer Marketing, 41(3), 281–297. https://doi.org/10.1108/JCM-03-2023-5875
Lopes, J. M. M., Gomes, S., & Trancoso, T. (2024). Navigating the green maze: insights for businesses on consumer decision-making and the mediating role of their environmental concerns. Sustainability Accounting, Management and Policy Journal. https://doi.org/10.1108/SAMPJ-07-2023-0492
Moslehpour, M., Chau, K. Y., Du, L., Qiu, R., Lin, C. Y., & Batbayar, B. (2023). Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. Economic Research-Ekonomska Istrazivanja , 36(2). https://doi.org/10.1080/1331677X.2022.2121934
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Vijai, C., & Anitha, P. (2020). The Importance Of Green Marketing. International Journal of Future Generation Communication and Networking, 13(3), 4137–4142. https://www.researchgate.net/publication/343836865_The_Importance_Of_Green_Marketing
Yaputra, H., Kurniawati, K., Risqiani, R., Lukito, N., & Sukarno, K. P. (2023). The Effect of Green Marketing, Sustainable Advertising, Eco Packaging/Labeling Towards Green Purchasing Behavior (Study on Electric Vehicles in Indonesia). Advances in Economics, Business and Management Research, 319–330. https://doi.org/10.2991/978-94-6463-350-4_31
Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Abu Samah, A. (2021). The effects of consumer attitude on green purchase intention: A meta-analytic path analysis. Journal of Business Research, 132, 732–743. https://doi.org/10.1016/j.jbusres.2020.10.053
Chen, L., Wu, Q., & Jiang, L. (2022). Impact of Environmental Concern on Ecological Purchasing Behavior: The Moderating Effect of Prosociality. Sustainability (Switzerland), 14(5). https://doi.org/10.3390/su14053004
Cohen, G. (2023). ESG risks and corporate survival. Environment Systems and Decisions, 43(1), 16–21. https://doi.org/10.1007/s10669-022-09886-8
De Canio, F., Martinelli, E., & Endrighi, E. (2020). Enhancing consumers’ pro-environmental purchase intentions: the moderating role of environmental concern. International Journal of Retail and Distribution Management, 49(9), 1312–1329. https://doi.org/10.1108/IJRDM-08-2020-0301
de Oliveira, U. R., Menezes, R. P., & Fernandes, V. A. (2024). A systematic literature review on corporate sustainability: contributions, barriers, innovations and future possibilities. In Environment, Development and Sustainability (Vol. 26, Issue 2, pp. 3045–3079). Springer Science and Business Media B.V. https://doi.org/10.1007/s10668-023-02933-7
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 (3rd ed.). Sage Publications.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R. Springer Nature. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
Iqbal, A., Syeda, D., Kazmi, Q., Anwar, A., Ramish, M. S., & Salam, A. (2023). Impact Of Green Marketing On Green Purchase Intention And Green Consumption Behavior: The Moderating Role Of Green Concern. Journal of Positive School Psychology, 2023(2), 975–993. http://journalppw.com
Isac, N., Javed, A., Radulescu, M., Cismasu, I. D. L., Yousaf, Z., & Serbu, R. S. (2024). Is greenwashing impacting on green brand trust and purchase intentions? Mediating role of environmental knowledge. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-023-04352-0
Kanivasagan, R., & Suganya, R. V. (2023). Green Marketing and Its Influence on Consumer Purchasing Behaviour. Journal of Propulsion Technology, 44(4), 3592–3601. https://doi.org/https://doi.org/10.52783/tjjpt.v44.i4.1501
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education Limited.
Laheri, V. K., Lim, W. M., Arya, P. K., & Kumar, S. (2024). A multidimensional lens of environmental consciousness: towards an environmentally conscious theory of planned behavior. Journal of Consumer Marketing, 41(3), 281–297. https://doi.org/10.1108/JCM-03-2023-5875
Lopes, J. M. M., Gomes, S., & Trancoso, T. (2024). Navigating the green maze: insights for businesses on consumer decision-making and the mediating role of their environmental concerns. Sustainability Accounting, Management and Policy Journal. https://doi.org/10.1108/SAMPJ-07-2023-0492
Moslehpour, M., Chau, K. Y., Du, L., Qiu, R., Lin, C. Y., & Batbayar, B. (2023). Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. Economic Research-Ekonomska Istrazivanja , 36(2). https://doi.org/10.1080/1331677X.2022.2121934
Putri, S. M. (2023, September 25). Uniqlo vs. Indonesia: A Battle of Bargaining Power Position. Modern Diplomacy. https://moderndiplomacy.eu/2023/09/25/uniqlo-vs-indonesia-a-battle-of-bargaining-power-position/
Saut, M., & Saing, T. (2021). Factors affecting consumer purchase intention towards environmentally friendly products: a case of generation Z studying at universities in Phnom Penh. SN Business & Economics, 1(6). https://doi.org/10.1007/s43546-021-00085-2
Sekaran, U., & Bougie, R. (2016). Research Methods for Business A Skill-Building Approach. www.wileypluslearningspace.com
Snapcart. (2024, August). Indonesian Consumers’ Interest Toward Sustainable Products: Part 2. Snapcart. Indonesian Consumers’ Interest Toward Sustainable Products: Part 2
Sugiyono. (2015). Metode Penelitian Pendidikan : Pendekatan Kuantitatif, Kualitatif, dan R&D . Alfabeta.
Uniqlo. (2024). The Power of Clothing. Uniqlo. https://www.uniqlo.com/eu-at/en/spl/sustainability
Vijai, C., & Anitha, P. (2020). The Importance Of Green Marketing. International Journal of Future Generation Communication and Networking, 13(3), 4137–4142. https://www.researchgate.net/publication/343836865_The_Importance_Of_Green_Marketing
Yaputra, H., Kurniawati, K., Risqiani, R., Lukito, N., & Sukarno, K. P. (2023). The Effect of Green Marketing, Sustainable Advertising, Eco Packaging/Labeling Towards Green Purchasing Behavior (Study on Electric Vehicles in Indonesia). Advances in Economics, Business and Management Research, 319–330. https://doi.org/10.2991/978-94-6463-350-4_31
Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Abu Samah, A. (2021). The effects of consumer attitude on green purchase intention: A meta-analytic path analysis. Journal of Business Research, 132, 732–743. https://doi.org/10.1016/j.jbusres.2020.10.053