Abstract
The high level of environmental concern will encourage individual to consume environmentally friendly products and encourage company to implement the green marketing strategy. This study aims to examine the direct and indirect effect of green marketing tools namely eco-label, eco-brand and environmental advertisement on consumer purchase behavior with brand image as an intervening variable. The sampling method used is purposive sampling technique through questionnaire with 115 respondents who are consumers of Ades in Semarang. The data analysis method used is path analysis. The results of this study show that eco-brand and eco-labelling have positive and significant effect on consumer purchase behavior while environmental advertisement has negative and significant effect on consumer purchase behavior. Eco-brand, eco-labeling and environmental advertisement have positive and significant effect on consumer purchase behavior through brand image. Brand image has a role as an intervening variable between eco-brand, eco-labeling and environmental advertisement to consumer purchase behavior.
Highlights
The seriousness of the government and industry players in dealing with environmental issues has generated the idea that synergy between environment and industrialization is needed
The results of this study have proven that eco-brand and eco-labeling have a positive effect on consumer purchasing behavior
The better and stronger features of eco-brand and eco-labeling which are owned by Ades, more convinced the consumers feel to buy Ades products
Summary
The seriousness of the government and industry players in dealing with environmental issues has generated the idea that synergy between environment and industrialization is needed. The United Nations General Assembly in 2015 formed the formulation of Sustainable Development Goals or SDGs, which is based on an integrated development approach consisting of three interconnected dimensions (economic, social and environmental sustainability). In order to achieve these goals and dimensions, structural economic transformation is needed in order to support the transition to a green and sustainable economy (Yiu & Saner, 2017). Marketing is defined as social activity that involves the relationship between producers and consumers (Wahyono, 2011). The result of this social activity is the creation and exchange of products and values for individuals (Wibowo, 2010). Green marketing is an alternative strategy for companies to run a profitable and profitoriented business while having an environmental perspective
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