The Influence of Green Marketing on Purchasing Decisions Mediated by Purchase Intention

Authors

  • Rita Zahara College of Economics Business Development and Management (STIE PBM)

DOI:

https://doi.org/10.38035/gijea.v2i2.172

Keywords:

Green Marketing, Purchase Decision, Purchase Intention

Abstract

This study aims to determine: (1) The direct effect of green marketing on purchasing decisions for The Body Shop customers at Paskal Hyper Square Bandung (2) The effect of green marketing on buying interest in The Body Shop customers at Paskal Hyper Square Bandung (3) The effect of buying interest on purchasing decisions for The Body Shop customers at Paskal Hyper Square Bandung (4) The effect of green marketing on purchasing decisions mediated by buying interest in The Body Shop customers at Paskal Hyper Square Bandung. This research design is survey research. The population in this study were all customers who knew The Body Shop products. The sampling technique used purposive sampling method with a sample size of 180 people. Data collection techniques using questionnaires that have been tested for validity and reliability. The data analysis technique used to answer the hypothesis of this study is the path analysis test. The results of this study indicate that: (1) there is a positive and significant direct effect of green marketing on purchasing decisions on The Body Shop customers at Paskal Hyper Square Bandung, as evidenced by the significance value of 0.000 <0.05 and the regression coefficient has a positive value of 0.686; (2) there is a positive and significant effect of green marketing on buying interest in The Body Shop customers at Paskal Hyper Square Bandung, as evidenced by the significance value of 0.000 <0.05 and the regression coefficient has a positive value of 0.561; (3) there is a positive and significant effect of buying interest on purchasing decisions for The Body Shop customers at Paskal Hyper Square Bandung, as evidenced by the significance value of 0.000 <0.05 and the regression coefficient has a positive value of 0.567; and (4) there is a positive and significant effect of green marketing on purchasing decisions mediated by buying interest in The Body Shop customers at Paskal Hyper Square Bandung, as evidenced by the mediation coefficient of 0.2087 with a significance value of 0.000 less than 0.05.

References

Arikunto, Suharsimi. (2006). Research Procedure. Jakarta: Rineka Cipta

Astuti, S., W. and Cahyadi, I., G. (2007). The Influence of Brand Equity Elements on Customer Confidence in Surabaya on Purchasing Decisions for IM3 Prime Cards. Economic Magazine No. 2.

Ayu, Nursyamsi. 2013. The Effect of Green Marketing Strategy on Marketing Mix on Consumer Decisions in Buying a House in PT Asta Karya Pekanbaru Housing. Journal of Management.

Azwar, Saifuddin. 2009. Compilation of Psychological Scales. Yogyakarta: Student Library.

Boztepe, Aysel. 2012. Green Marketing and Its Impact on Consumer Buying Behavior. European Journal of Economic and Political Studies. Fatih Universtity,

Byrne, M. 2003. "Understanding Consumer Preferences Across Environmental Marketing Mix Variations". OIKOS University of Newcastle.

Charter, M. 1992. Greener Marketing: A Responsible Approach to Business.

Greenleaf: Sheffield.

Cobb, Cathy J. and Wayne D. Hoyer. 1986. Planned Versus Impulse Purchase Behavior. Journal of Retailing. Vol 62. No 4.

Cobb-Walgren, Cathy, Chyntia A, Ruble, and Naveen Donthu. (1995).Brand Equity, Brand Preference, and Purchase Intent. Journal of Marketing Research, Vol. 19, November.

Dodds, William B; Monroe, Kent B; Grewal, Dhruv. (1991). Effects of Price, Brand, and Store Information on Buyers Product Evaluation. Journal of Marketing Research, Vol. 28 August.

Engel, J.F, Blackwell, R.D., and Miniard, D.W. (1995). Consumer Behavior. Volume I. (Boediono. Translation). Jakarta: Bina Rupa Aksara.

Gozali, Imam. 2009. Application of Multivariate Analysis with SPSS. Semarang: Diponegoro University Publishing Agency.

Hair, et al. 1995. Multivariate Data Analysis 6th Ed. New Jersey: Pearson Education.

Jogiyanto (2004). Business Research Methods. Yogyakarta: BPFE

Kalafatis, S., Pollard, M., East, R. and Tsogas, M.H. 1999, "Green marketing and Ajzen's theory of planned behavior: a cross-market examination", Journal of Consumer Marketing, Vol. 16 No. 5, pp. 441-60.

Kotler Philip. 2000. Marketing Management. Millennium Edition. Volume 2: PT Prehallindo.

Kotler Philip. 2007. Marketing Management. (Hendra Teguh and Ronny A. Rusli.

Translation. Jakarta: PT Prehallindo.

Kotler, Philip & Keller, Kevin Lane. (2003). Marketing Management. Thirteenth edition in Bahasa Indonesia. Volume 1 and 2. Jakarta: Fourth Edition.

Kumastuti, Fitri. (2011). The Effect of Price, Product Attributes and Promotion on Purchasing Decisions for Sony Ericsson Cellular Phone Products (Case Study in Temanggung Regency). Unpublished Thesis. Semarang: UNDIP

Lozada, H.R. 2000. Ecological Sustainability and Marketing Strategy: Review and Implication. Seton Hall University.

Manongko, Allen A. CH. 2011. "Green Marketing and Its Effect on Purchasing Decisions Through Interest in Buying Organic Products (Study on Organic Product Customers in Manado City)", Thesis. Malang: Brawijaya University.

Muhson, Ali. (2005). Computer Applications. Yogyakarta: FISE UNY.

Nanere, M. 2010. What Green Marketing Has to Offer. International Conference Indonesian Management Scientist Ass (AIMI). La Trobe University: Bendigo, Australia.

Noiseux, Krystal and Mark E Hostetler, 2008, Do homebuyers want features in their communities. Journal of Environment and Behavior, Vol 20 No. 10, page 2.

Ottman, J.A., et al. 2006. Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products. Environment Volume 48, Number 5 pp 22-36 Heldref Publications.

Prothero, Adrea and James A Fitchett. 2000. Greening capitalism: Opportunities for a Green Commodity. Journal of Macromarketing, Vol 20 No.1, page 51.

Prothero, Adrea and James A Fitchett, 2000, Greening capitalism: Opportunities for a Green Commodity, Journal of Macromarketing, Vol 20 No.1, page 51.

Sugiyono (2008). Statistics for Research. Bandung: Alfabeta

Swastha, Basu and Hani Handoko, T. 2000. Marketing Management: Analysis of Consumer Behavior. Yogyakarta: Liberty.

Swastha, Basu and Irawan. 2005. Modern Marketing Management, Second Edition Twelfth Printing. Yogyakarta: Liberty Offset.

The Mc. Kinsey quarterly. 2008. Helping 'green' products grow. Tjiptono, Fandy. 2002. Service Management. Yogyakarta: Andi Offset.

Downloads

Published

2024-06-25

How to Cite

Zahara, R. (2024). The Influence of Green Marketing on Purchasing Decisions Mediated by Purchase Intention. Greenation International Journal of Economics and Accounting (GIJEA), 2(2), 81–104. https://doi.org/10.38035/gijea.v2i2.172

Issue

Vol. 2 No. 2 (2024): (GIJEA) Greenation International Journal of Economics and Accounting (June - August 2024)

Section

Articles

License

Copyright (c) 2024 Rita Zahara

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright :

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. Copyright in each article belongs to the author.
  2. The author acknowledges that the GIJEA has the right to be the first to publish under a Creative Commons Attribution 4.0 International license (Attribution 4.0 International CC BY 4.0).
  3. Authors can submit articles separately, arrange the non-exclusive distribution of manuscripts that have been published in this journal to other versions (for example, sent to the author's institutional repository, publication in a book, etc.), by acknowledging that the manuscript has been published for the first time at GIJEA.