An Empirical Study of Green Marketing on Perceived Value based on Brand Image in Smart Health Care Industry

Purpose This study examines how green marketing strategies—environmental commitment, customer perceived value, green brand communication, and ethical sourcing—influence FMCG brand image. We'll examine how these components affect consumers' perceptions and boost brand image. Structured questionnaires were delivered to 255 FMCG consumers using convenience sampling. Data analysis and hypothesis testing were done using SEM. Design/methodology/approach Sustainability and environmental responsibility boost company image, according to research. Value was a key aspect, showing how consumers value sustainable product benefits. Effective green brand marketing and ethical sourcing policies boost consumers' trust and loyalty. FMCG firms looking to include sustainable practices into their marketing strategies can learn from the study about the importance of authenticity in green communication and responsible sourcing for brand growth. Findings The findings of research on Green Marketing Strategies and Brand Image in the context of FMCG (Fast-Moving Consumer Goods) generally focus on how environmental commitment, consumer perceived value, green brand communication, and ethical sourcing contribute to shaping brand image and influencing consumer behavior. Strong Positive Influence on Brand Image: Brands that are committed to environmental sustainability are often viewed more positively by consumers. This commitment can improve the brand’s reputation, as consumers are increasingly looking for eco-friendly practices in the brands they support. Originality Environmental commitment, ethical sourcing, green brand communication, and sustainable product offerings play a critical role in enhancing brand image and fostering long-term consumer loyalty. However, brands must ensure transparency and avoid greenwashing to maintain credibility. Overall, a well-executed green marketing strategy can create a strong, positive brand image that resonates with eco-conscious consumers and contributes to the brand’s success in competitive markets. Many consumers today consider the ethical sourcing of products to be just as important as the quality of the product itself. Research limitations/implications Mismatched Claims and Impact: Many FMCG brands may make environmental claims that don’t align with their actual environmental impact. This misalignment can lead to consumer disillusionment, but measuring the true environmental benefits of green initiatives can be complex. Difficulty in Measuring Full Environmental Impact: It's often challenging for researchers to measure the actual environmental impact of a product’s lifecycle—from sourcing to production to disposal—due to the complexity of global supply chains in the FMCG sector. Practical implications While research on green marketing strategies and brand image in the FMCG sector provides valuable insights, there are several limitations that hinder its generalizability and long-term applicability. These include challenges in measuring the true effectiveness of green marketing strategies, consumer perception variability, the complexity of global supply chains, and difficulties in defining and quantifying "green" practices. To overcome these limitations, future research should focus on longitudinal studies, standardized metrics for green marketing success, and the integration of cultural and regional differences in consumer behavior. Social implications The social implications of Green Marketing Strategies and Brand Image in the context of FMCG (Fast-Moving Consumer Goods) are significant, as they shape how brands interact with society, influence consumer behavior, and contribute to broader environmental and social changes. Green marketing not only affects consumer perceptions but also impacts society in various ways, including ethical, social, and cultural dimensions. Below are some of the key social implications of green marketing strategies and brand image in the FMCG sector

Perhaps because health care is a local service sector, health economists have paid little attention to international linkages between domestic health care economies.However, the growth in domestic health care sectors is often attributed to medical innovations whose returns are earned worldwide.Because world returns drive innovation and innovation is central to spending growth, spending growth in a given country is thereby highly affected by health care economies and policies of other countries.This paper analyzes the unique positive and normative implications of these innovation-induced linkages across countries when governments centrally price health care.Providing world returns to medical innovation under such central pricing involves a public-goods problem; the taxation to fund reimbursements involves a private domestic cost with an international benefit of medical innovation.This has the direct normative implication that medical innovations have inefficiently low world returns.It also has the positive implication that reimbursements in one country depend negatively on those of others; reimbursements are "strategic substitutes" through free riding.Because reimbursements are strategic substitutes, world concentration of health care is a significant issue.A small European country has no access-innovation trade-off in its pricing; it will have low reimbursements because it does not affect world returns and sees the same innovations regardless of its reimbursement policy.The public-goods problem of innovation thereby implies that the United States, despite being the world's largest buyer, will pay the highest reimbursements.This problem also implies that free riding counteracts the standard positive impact of larger world markets on innovation when health care concentration falls.Indeed, currently, health care is highly concentrated; about half of world health care spending occurs in the United States, despite that fact that it makes up only about one-fifth of the world economy.We assess the effect that emerging markets will have on this concentration and thus world returns.We use pharmaceutical reimbursement data from 1996-2010 to provide IV estimates of the degree to which domestic reimbursements are strategic substitutes.We find that these estimates imply that world returns from innovation may actually fall from a growth in "market size" of BRICS countries as a result of increased free riding in non-BRICS countries.The overall analysis has important positive implications for spending patterns across countries as well as normative implications for evaluating domestic or regional health care reforms.

This study analyzed the effect of green marketing strategy and consumers’ attitudes on brand image and cunsumers’ intention of green products. This study uses a quantitative survey method. The object of this study is consumers’ purchace attitudes towards green products, with variables: attitude, green marketing, brand image, and purchase intention of green products. The data were collected through online surveys on participants who were lived Denpasar, were over 17 years old, and had their income, as well as having purchased the green products. The study found that the green marketing has a positive and significant effect on the brand image, which means that the better green marketing can improve the the brand image of green products. Apart from that, it is also discovered that the green marketing has a positive and significant effect on consumers’ purchase intention, which means that the better green marketing can increase the consumers’ purchase intention of green products. The attitudes of consumers have a positive but not significant effect on the brand image, which means that no matter how better the attitudes of the consumers, they could not improve the brand image of the green products significantly. The attitudes of consumers have has a positive but not significant effect on the consumers’ purchase intention, which means that no matter how better the consumers’ attitudes, they could not increase the purchase intentions of the consumers significantly. Brand image has a positive and significant effect on the consumers’ purchase intention, which means that the better the brand image, it will increase the the consumers’ intention to purchase the green products. Brand image is a partial mediation between green marketing and the consumers’purchase intentions because all direct and indirect relationships are significant, and the direct coefficient of green marketing's relationship with the purchase intention is greater than indirect compensation (indirect effect) for performance. Brand image is a full mediation between consumers’ attitudes and their purchase intentions.

Marketing using the concept of green marketing should create positive emotions so that consumers can influence product evaluation. Objectives: The problems of the study are: Does green marketing influence brand image? Does green marketing influence buying interest through brand image as a mediation variable? Does brand awareness influence buying interest? Does brand awareness influence brand image? Does brand awareness influence purchasing attention through the perception of a brand as a mediation variable? Does brand image influence buying interest? Meanwhile, the objectives of the study are to find out the influence of green marketing on buying interest, the influence of green marketing on brand image, the influence of green marketing on buying interest through brand image as a mediation variable, the brand awareness's impact on consumers' purchase intentions, the impact of brand awareness on brand image, the influence of buying interest through brand image as a mediation variable, and the influence of brand image on buying interest.Methodology: This research is part of exploration research. Participants in the research are unknown; the quantity of samples used in this research is 110. The analysis tool used is PLS.Finding: green marketing does not influence buying interests; green marketing does not influence brand image; brand image does not moderate the impact of green advertising on buying interests; brand awareness influences buying interests; brand awareness influences brand image; brand image does not mediate the impact of brand recognition on purchasing interests; and trademark image influences purchasing interests. Conclusion: Based on the findings from the conclusions of this study, these are some suggestions that can be used as research recommendations: this research focuses on the variables green marketing, brand awareness, brand image, and buying interest, so other variables such as brand trust, social media marketing, perceived quality, price, and customer satisfaction are needed to find out the buying interest; Future studies are anticipated to increase the sample size, expand the research object, and add relevant topics; future research is expected to process data with different analysis tools.

Disinfection and the prevention of infectious disease: No adverse effects?

The purpose of this research is to analyze the direct influence of environmental awareness, green marketing, and green attributes transparency on brand image. It also aims to examine the impact of environmental awareness, green marketing, green attributes transparency, and brand image on purchase intention. Additionally, the study analyzes the influence of environmental awareness, green marketing, and green attributes transparency on purchase intention through brand image. The sample for this research consists of 100 respondents selected from Rinso customers in the Sukabumi region. Sample selection is done using non probability sampling, specifically Accidental sampling, and primary data is collected through questionnaires. The data analysis method involves Structural Equation Modeling (SEM), utilizing Partial Least Square (PLS) as the analytical tool and SmartPLS version 3.0 as the software for testing. The results indicate that the variable of environmental awareness does not have a direct and significant influence on brand image. However, both green marketing and green attributes transparency positively and significantly affect brand image. Green marketing and brand image directly influence consumer purchase intention positively and significantly. Nevertheless, environmental awareness and green attributes transparency, while showing a positive influence, do not reach statistical significance. Regarding indirect effects, brand image mediates the relationship between independent variables and purchase intention, except for the variable of environmental awareness.

This research will analyze the impact of Green Marketing, Green Perceived Value and Corporate Social Responsibility on Green Satisfaction and Brand Image, analyze the impact of Green Satisfaction and Brand Image on Purchase Decisions and analyze the mediating influence of Green Satisfaction and Brand Image on the relationship between Green Marketing, Green Perceived Value and Corporate Social Responsibility for Purchase Decisions. The type of research is associative quantitative. Data collection techniques through distributing questionnaires and SEM PLS fot data analysis technique. The research results prove that Green Marketing, Green Perceived Value and Corporate Social Responsibility have a significant impact on Green Satisfaction. Green Perceived Value and Corporate Social Responsibility have a significant impact on Brand Image, but not on Green Marketing. Green Satisfaction and Brand Image have a significant impact on Purchasing Decisions. Green Satisfaction is able to mediate the relationship between Green Perceived Value and Corporate Social Responsibility on Purchasing Decisions. Brand Image is able to mediate the relationship between Green Marketing, Green Perceived Value and Corporate Social Responsibility on Purchasing Decisions, except for Green Marketing. Suggestions for further research include conducting research on other business objects so that the implementation of services with an environmental care concept can be analyzed to improve customer purchasing decisions.

Introduction: This research aims to find out how green marketing, Islamic corporate social responsibility, and brand image influence purchase decision PT. Paragon Technology Innovation Product. Research Methods: This research uses a quantitative descriptive approach with primary data as the data used. The source of data collected use purposive sampling technique, came from distributing questionnaires to respondents in the Jabodetabek area through the consument of PT. Paragon Technology Innovation. The analysis technique used is Partial Least Square - Structural Equation Modeling (PLS-SEM). Results: Green marketing does not have a significant effect on the purchase decision of PT. Paragon products in the Jabodetabek area. Green marketing has a significant positive effect on the brand image of PT. Paragon products in the Jabodetabek area. Islamic corporate social responsibility has a significant positive effect on the purchase decision of PT. Paragon products in the Jabodetabek area. Islamic corporate social responsibility has a significant positive effect on the brand image of PT. Paragon products in the Jabodetabek area. Brand image has a significant positive effect on the purchase decision of PT. Paragon products in the Jabodetabek area. Conclusion: Based on the results of the study above, the following conclusions can be drawn: green marketing has no significant effect on purchase decisions on PT. Paragon Technology Innovation products; green marketing has a positive and significant effect on brand image on PT. Paragon Technology Innovation products; Islamic corporate social responsibility has a positive and significant effect on purchase decisions on PT. Paragon Technology Innovation products; Islamic corporate social responsibility has a positive and significant effect on brand image on PT. Paragon Technology Innovation products; brand image has a positive and significant effect on purchase decisions on PT. Paragon Technology Innovation products.

This thesis focuses on exploring the significant enhancement effect of green marketing on corporate brand image, and analyses the typical case of Tesla. Nowadays, the global concern for environmental protection and sustainable development is increasing daily, and green marketing has become a key strategy for enterprises to build a superior brand image and strengthen market competitiveness. Tesla, as a leader in the electric vehicle industry, practice in the field of green marketing is of great research value. Through an in-depth study of Tesla’s green marketing strategies, it will analyze how these initiatives contribute to consumers’ perceptions, attitudes, and purchase intentions toward the Tesla brand. It is found that Tesla’s green marketing initiatives have not only enhanced the brand’s environmental image and successful attracted many environmentally conscious consumers, but also greatly strengthened the brand’s technological sense and innovative image, making it shine in the market. At the same time, Tesla’s successful experience also provides a valuable example for other enterprises to implement green marketing, which profoundly emphasis that enterprises must pay attention to environmental protection and social responsibility while pursuing economic benefits, to achieve sustainable development and greatly enhance their brand image.

This study examines the impact of green marketing and green product innovation on brand image and purchasing decisions among consumers. Utilizing a quantitative approach, data were collected from 165 respondents through surveys in Semarang, Indonesia. The findings reveal that green marketing significantly enhances brand image, suggesting that environmentally friendly marketing efforts are valued by consumers and contribute to a positive brand perception. However, green product innovation alone does not significantly affect brand image, indicating the necessity of combining it with effective green marketing strategies. Furthermore, the study confirms that a strong brand image significantly influences purchasing decisions, highlighting the importance of consumer perceptions in driving buying behavior. Green product innovation also shows a significant positive impact on purchasing decisions, demonstrating that eco-friendly and innovative products appeal to consumers. Despite these benefits, green marketing alone does not significantly impact purchasing decisions, suggesting that additional factors are required to drive consumer purchases directly. The study concludes that an integrated strategy combining green marketing and product innovation offers the greatest potential for enhancing brand image and influencing consumer behavior, providing valuable insights for managers seeking to leverage sustainability in their marketing strategies.

Purpose Despite green influencer marketing campaigns extensively shape followers' behaviors, they are still based on trial and error. This study seeks an effective green influencer marketing for a sustainable world. Drawing on the green advertising skepticism perspective, commitment-trust theory and stimulus-organism-response (SOR) model, the impact of influencers' interactive practices on followers' green purchase intention considering the mediating roles of perceived influencers' pro-environmental behaviors by followers and their green attitudes has been investigated. Design/methodology/approach To validate the measurement and conceptual models, 272 followers of influencers who promote sustainable lifestyles and green products were surveyed and the collected data were analyzed using PLS-SEM with the assistance of Warp-PLS 8.0 software. Findings The results showed that there are U-shaped curvilinear relationships between influencers' interactive practices and followers' attitude toward influencers' pro-environmental behaviors in three dimensions: environmental concern, responsibility and protection. Followers' attitude toward influencers' pro-environmental behaviors shapes their green attitude, resulting in their green purchase intention. Practical implications This study highlights that transparency and interactive engagement by influencers enhance trust and perceived authenticity, encouraging followers to adopt eco-friendly behaviors. For effective green influencer marketing, influencers should maintain credibility and strong follower relationships, while businesses should partner with genuinely environmentally committed influencers. Originality/value This study shows that followers' attitude toward influencers' pro-environmental behaviors evolves as influencers' interaction with followers deepens through their interactive practices. It is among the few studies addressing effective green influencer marketing.

This study aims to examine the influence of green marketing, brand image, and emotional desire on customer satisfaction and loyalty at McDonald’s. The novelty of this research lies in integrating the psychological factor of emotional desire with green marketing and brand image within a single framework, which has rarely been tested simultaneously in the fast-food industry. A quantitative approach with a survey method was employed, involving 225 purposively selected respondents who had made at least two purchases. The data were analyzed using SmartPLS. The findings reveal that green marketing, brand image, and emotional desire significantly affect customer satisfaction. Furthermore, brand image and emotional desire have a direct positive impact on customer loyalty, while emotional desire also exerts an indirect effect on loyalty through satisfaction. In contrast, green marketing and brand image show no indirect influence through satisfaction on loyalty. From a managerial perspective, the results suggest that McDonald’s should combine green marketing strategies with brand image reinforcement and emotional engagement, as these factors play a crucial role in improving customer satisfaction and building long-term loyalty.

This study was conducted to reveal the impact or effect of Green Marketing and Brand Image in Purchase Decission. The object of this study is online e-commecre platform from one the major supermarket in Indonesia. This supermarket starting to implement the green marketing strategy although they do not claim that they do green marketing, but what they do is closing to green marketing strategy. This major supermarket has a good brand image for offline store but not online. The method used in this research is quantitative method with 300 sample and using regresion analysis to uncover the effect of Green Marketing and Brand Image in Purchase Decision impact to Purchase Decission. The result of this study indicates that both green marketing and brand image has positive impact on puchase decission. The impact is partial also simulataneously. This result giving an insight for that major supermarket to reconsider their strategy especialy on Green Marketing and Brand Image in online platform.

Starbucks Coffee is a company that pays attention to brand image in the eyes of consumers by focusing its marketing strategy on environmental issues. In the Top Brand Index, Starbucks Coffee has declined for three consecutive years from 2022 to 2024. This study aims to determine the effect of green marketing and brand image on purchase decisions, with purchase intention as an intervening variable for Starbucks Coffee Multatuli media consumers. This research is associative research, and the data type used is quantitative. The sample in this study amounted to 145 respondents who were consumers of Starbucks Coffee Multatuli Medan. The sampling technique used was the accidental sampling technique. The data analysis method used was descriptive statistical analysis and Structural Equation Modeling (SEM). The results of this study indicate that Green Marketing has a positive and significant effect on Purchase decisions for Consumers of Starbucks Coffee Multatuli Medan, Brand Image has a positive and significant impact on Purchase decisions for Consumers of Starbucks Coffee Multatuli Medan, Green Marketing has a positive and significant effect on Purchase Intention for Consumers of Starbucks Coffee Multatuli Medan, Brand Image has a positive and significant effect on Purchase Intention for Consumers of Starbucks Coffee Multatuli Medan, Purchase Intention has a positive and significant effect on Purchase Decisions for Consumers of Starbucks Coffee Multatuli Medan, Purchase Intention can mediate the relationship between Green Marketing and Purchase Decisions, Purchase Intention can mediate the relationship between Brand Image and Purchase Decisions. Keywords: green marketing, brand image, purchase decision, purchase intention

This study aims to analyze and prove the influences of Green Marketing, Brand Image, Store Atmosphere, and Service Quality on Customer Loyalty at Bojongsari Starbucks, either partially or simultaneously. This research applied associative approach. There were 100 respondents as samples involved in technique of determining sample. And methods of regression analysis, determination test, t-test, and f-test are used to analyze the data. From this research, there were some findings. They were green marketing showed to have a positive and significant effect on customer loyalty. This is shown by the t-count value of 8.268 and the significance value of 0.000. Brand image is proven to have a positive and significant effect on customer loyalty. This is shown by the t-count value of 7.967 and the significance value of 0.000. Still, store atmosphere is proven to have a positive and significant effect on customer loyalty, which is shown by the t-count value of 4.663 and a significance value of 0.000. The last, service quality is proven to positively and significantly affects customer loyalty. This can be seen from the t-count value of 8.839 and the significance level of 0.000. Green marketing, along with brand image, store atmosphere and service quality shows positive and significant effects on customer loyalty at Bojongsari Starbucks. This is shown by the F-count value of 33.737 and a significance value of 0.000. With an R-Square value of 0.569 which means that green marketing, brand image, store atmosphere and service quality all together can contribute to influence customer loyalty by 56.9%. This proves that if green marketing, brand image, store atmosphere and the quality of service are carried out and synergized properly, they will significantly affect the increase of customer loyalty at Bojongsari Starbucks.