GREEN CUSTOMER VALUE AND GREEN MARKETING AS ENCOURAGING SUPPORT GREEN PURCHASE INTENTION


Alma Bella Hermayanti(1*), Toni Heryana(2), Muhammad Arief Ramdhany(3), Umar Ansamu(4)

(1) Magister Manajemen, Universitas Pendidikan Indonesia, Indonesia
(2) Magister Manajemen, Universitas Pendidikan Indonesia, Indonesia
(3) Magister Manajemen, Universitas Pendidikan Indonesia, Indonesia
(4) Department of Public Administration, Gombe State University, Nigeria
(*) Corresponding Author

Abstract


This study examines the influence of Green Customer Value on Green Purchase Intention, both directly and indirectly, through Green Marketing in Indonesia. Utilizing a quantitative approach, data was collected from 95 respondents aged 18-50 via an online survey. The findings indicate that Green Customer Value significantly impacts Green Marketing, underscoring that consumers' eco-friendly values enhance the effectiveness of green marketing strategies. Furthermore, Green Marketing significantly influences Green Purchase Intention, highlighting the importance of sustainability-focused marketing strategies in driving consumer purchase intentions. However, Green Customer Value does not directly affect Green Purchase Intention. Instead, its indirect effect, mediated by Green Marketing, emphasizes the need for integrating green marketing strategies to bridge the gap between consumer values and purchasing behavior. These results contribute to the literature by elucidating the components of Green Customer Value and their impact on marketing strategies. The study offers practical insights for businesses aiming to enhance eco-friendly consumer perceptions and drive sustainable purchasing decisions.


Keywords


Green Customer Value, Green Marketing, Green Purchase Intention

Full Text:

PDF

References


Adhitiya, L., & Astuti, R. D. (2019). The Effect of Consumer Value on Attitude Toward Green Product and Green Consumer Behavior in Organic Food. IPTEK Journal of Proceedings Series, (5), 193-202.

Agustiningsih, G. (2016). sikap khalayak terhadap green advertising sebagai bentuk public relations advertising untuk meningkatkan reputasi perusahaan. Jurnal Manajemen,(2).

Al-Gasawneh, J., & Al-Adamat, A. (2020). The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention. Management Science Letters, 10(8), 1701-1708.

Angela, N. M. U. T., Wajdi, M., Sanjaya, I. B., & Arbainah, S. (2022). Implementasi green marketing pada FiPuA. Journal of Commerce, Management, and Tourism Studies, 1(1), 21-35.

Astawa, I. K., Budarma, I. K., & Widhari, C. I. S. (2021). Manajemen Supervisi Hotel: Orientasi Green Hospitality Business Practices. Penerbit NEM.

Bailey, A. A., Mishra, A. S., & Tiamiyu, M. F. (2018). Application of GREEN scale to understanding US consumer response to green marketing communications. Psychology & Marketing, 35(11), 863-875.

Cheung, M. F., & To, W. M. (2021). The effect of consumer perceptions of the ethics of retailers on purchase behavior and word-of-mouth: The moderating role of ethical beliefs. Journal of Business Ethics, 171(4), 771-788.

Do Paco, A., Shiel, C., & Alves, H. (2019). A new model for testing green consumer behaviour. Journal of cleaner production, 207, 998-1006. 122474.

García-Salirrosas, E. E., & Rondon-Eusebio, R. F. (2022). Green marketing practices related to key variables of consumer purchasing behavior. Sustainability, 14(14), 8499.

Habib, A. M. (2023). Do business strategies and environmental, social, and governance (ESG) performance mitigate the likelihood of financial distress? A multiple mediation model. Heliyon, 9(7).

Habib, A. M. (2023). Does real earnings management affect a firm's environmental, social, and governance (ESG), financial performance, and total value? A moderated mediation analysis. Environment, Development and Sustainability, 1-30.

Ho, T. N., Wu, W. Y., Nguyen, P. T., & Chen, H. C. (2019). The moderating effects for the relationships between green customer value, green brand equity and behavioral intention. Academy of Strategic Management Journal, 18(4), 1-21.

Hu, H., Li, Y., Li, Y., Li, M., Yue, X., & Ding, Y. (2022). Decisions and Coordination of the Green Supply Chain with Retailers’ Fairness Concerns. Systems, 11(1), 5.

Irfan, M. (2022). Analisis Pengaruh Lingkungan, Kepuasan Dan Persepsi Kualitas Terhadap Kepercayaan Produk Untuk Produk Green (Studi Empiris: Pelanggan Kosmetik The Body Shop Di Daerah Yogyakarta).

Liao, Y. K., Wu, W. Y., & Pham, T. T. (2020). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value and purchase intention. Sustainability, 12(18), 7461.

Liao, Y. K., Wu, W. Y., & Pham, T. T. (2020). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value and purchase intention. Sustainability, 12(18), 7461.

Mercade Mele, P., Molina Gomez, J., & Garay, L. (2019). To green or not to green: The influence of green marketing on consumer behaviour in the hotel industry. Sustainability, 11(17), 4623.

Moon, M. A., Mohel, S. H., & Farooq, A. (2021). I green, you green, we all green: Testing the extended environmental theory of planned behavior among the university students of Pakistan. The Social Science Journal, 58(3), 316-332.

Moslehpour, M., Yin Chau, K., 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 istraživanja, 36(2).

Mukonza, C., Adeola, O., & Adisa, I. (2021). Emerging Trends in the Green Marketing Space: Implications for Theory, Practice and Policy Formulation. Green Marketing in Emerging Markets: Strategic and Operational Perspectives, 277-286.

Mulyono, K. B., Nuryana, I., & Mustofa, U. (2018). Peran Antecedent Green Purchase Intention Terhadap Green Purchase Behavior. Jurnal Ilmiah Pendidikan Ekonomi, 3(1), zz1-12.

Nguyen, H. V., Nguyen, C. H., & Hoang, T. T. B. (2019). Green consumption: Closing the intention‐behavior gap. Sustainable Development, 27(1), 118-129.

Nittala, R., & Moturu, V. R. (2023). Role of pro-environmental post-purchase behaviour in green consumer behaviour. Vilakshan-XIMB Journal of Management, 20(1), 82-97.

Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2019). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632-643.

Pástor, Ľ., Stambaugh, R. F., & Taylor, L. A. (2022). Dissecting green returns. Journal of Financial Economics, 146(2), 403-424.

Ramli, Y., Permana, D., Soelton, M., Hariani, S., & Yanuar, T. (2020). The Implication of Green Marketing that Influences the Customer Awareness towards their Purchase Decision. MIX Jurnal Ilmiah Manajemen, 10(3), 2088-1231.

Riva, F., Magrizos, S., Rubel, M. R. B., & Rizomyliotis, I. (2022). Green consumerism, green perceived value, and restaurant revisit intention: Millennials' sustainable consumption with moderating effect of green perceived quality. Business Strategy and the Environment, 31(7), 2807-2819.

Ruangkanjanases, A., You, J. J., Chien, S. W., Ma, Y., Chen, S. C., & Chao, L. C. (2020). Elucidating the effect of antecedents on consumers’ green purchase intention: an extension of the theory of planned behavior. Frontiers in Psychology, 11, 1433..

Sachdeva, S., Jordan, J., & Mazar, N. (2015). Green consumerism: moral motivations to a sustainable future. Current Opinion in Psychology, 6, 60-65

Soomro, R. B., Mirani, I. A., Sajid Ali, M., & Marvi, S. (2020). Exploring the green purchasing behavior of young generation in Pakistan: Opportunities for green entrepreneurship. Asia Pacific Journal of Innovation and Entrepreneurship, 14(3), 289-302.

Takalo, S. K., & Tooranloo, H. S. (2021). Green innovation: A systematic literature review. Journal of Cleaner Production, 279

Wang, H., Ma, B., Bai, R., & Zhang, L. (2021). The unexpected effect of frugality on green purchase intention. Journal of Retailing and Consumer Services, 59, 102385.

Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV). British Food Journal, 121(2), 320-332.

Wu, L., & Liu, Z. (2022). The influence of green marketing on brand trust: The mediation role of brand image and the moderation effect of greenwash. Discrete Dynamics in Nature and Society Green innovation: A systematic literature review. Journal of Cleaner Production, 279,, 2022.

Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International journal of environmental research and public health, 17(18), 6607.




DOI: https://doi.org/10.15575/fjsfm.v5i1.31751

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Alma Bella Hermayanti, Toni Heryana, Muhammad Arief Ramdhany, Umar Ansamu

 
 
 Lisensi Creative Commons