The impact of green marketing on customer purchase intention: The mediating role of customer concerns and beliefs and green brand knowledge

Epifania Adita Wijaya Mulya; Amie Kusumawardhani

doi:10.14710/dijb.6.2.2023.90-103

DOI: https://doi.org/10.14710/dijb.6.2.2023.90-103

The impact of green marketing on customer purchase intention: The mediating role of customer concerns and beliefs and green brand knowledge

Epifania Adita Wijaya Mulya, Amie Kusumawardhani

Department of Management, Diponegoro University, Indonesia

Citation Format:

Abstract

This study aims to analyse the effect of Green Marketing on Customer purchase intention by using two intervening variables, which are Green Brand Knowledge and Customer concern and beliefs, especially on Unilever customers in Indonesia. In order to analyse the relationship between Green Marketing, customer concern and beliefs, green brand knowledge, and customer purchase intention, a research framework was developed using the Theory of Planned Behaviour. The number of samples used in this study was 192 respondents representing Indonesia. Those respondents came the age of over 17 years old and over, also aware of Unilever as a brand. The Analysis Moment of Structural (AMOS) program was used as a tool for the quantitative and structural analysis of the data utilising the Structural Equation Modelling (SEM) method. The results indicate that Green Marketing positively and significantly affects Green Brand Knowledge and Customer Concern and Beliefs. Also, Green Brand Knowledge and Customer Concern and Beliefs positively and significantly affect Customer Purchase Intention. Moreover, Green Brand Knowledge and Customer Concern and Beliefs have proven to mediate Green Marketing and Customer Purchase Intention. Accordingly, all of the hypotheses in this were accepted.

Fulltext View|Download

Keywords: Green Marketing; Green Brand Knowledge; Customer Concern and Beliefs; Customer Purchase Intention

Article Metrics:

Article Info

Section: Articles

Language : EN

In Vol 6, No 2 (2023)

Recent articles

Financial inclusion and mutual funds investment decision The relationship between self-control and return investment: Evidence from Indonesia ASEAN banking industry performance analysis More recent articles

Ahmad, I., Syed, F., Naseer, S., & Rasool, G. (2018). Environmental Concern as an Underlying Mechanism between Environmental Beliefs and Green Purchase Intentions. South Asian Journal of Management Sciences, 12(1), 93–115. https://doi.org/10.21621/sajms.2018121.05
Alharthey, B. K. (2019). Impact of green marketing practices on consumer purchase intention and buying decision with demographic characteristics as moderator. International Journal of ADVANCED AND APPLIED SCIENCES, 6(3), 62–71. https://doi.org/10.21833/ijaas.2019.03.010
Ali, M. (2021). A social practice theory perspective on green marketing initiatives and green purchase behavior. Cross Cultural and Strategic Management, 28(4), 815–838. https://doi.org/10.1108/CCSM-12-2020-0241
Amir, M., & Dhyani, A. (2018). Sustainable Green Marketing Practices Enhance Competitive Advantage in Indian FMCG Sector. International Journal of Management, Technology And Engineering, 8(11), 2003–2015
Amoako, G. K., Dzogbenuku, R. K., Doe, J., & Adjaison, G. K. (2020). Green marketing and the SDGs : emerging market perspective. https://doi.org/10.1108/MIP-11-2018-0543
Bailey, A. A., Mishra, A., & Tiamiyu, M. F. (2016). Green advertising receptivity: An initial scale development process. Journal of Marketing Communications, 22(3), 327–345. https://doi.org/10.1080/13527266.2014.904812
Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250
Cherian, J., & Jacob, J. (2012). Green marketing: A study of consumers’ attitude towards environment friendly products. Asian Social Science, 8(12), 117–126. https://doi.org/10.5539/ass.v8n12p117
Curvelo, I. C. G., Watanabe, E. A. de M., & Alfinito, S. (2019). Purchase intention of organic food under the influence of attributes, consumer trust and perceived value. Revista de Gestao, 26(3), 198–211. https://doi.org/10.1108/REGE-01-2018-0010
D’Souza, C., Taghian, M., & Khosla, R. (2007). Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention. Journal of Targeting, Measurement and Analysis for Marketing, 15(2), 69–78. https://doi.org/10.1057/palgrave.jt.5750039
Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect, 2014, 5. https://doi.org/10.5339/connect.2014.5
Do Paço, A., Alves, H., Shiel, C., & Filho, W. L. (2013). A multi-country level analysis of the environmental attitudes and behaviours among young consumers. Journal of Environmental Planning and Management, 56(10), 1532–1548. https://doi.org/10.1080/09640568.2012.733310
Ganapathy, S. P., Natarajan, J., Gunasekaran, A., & Subramanian, N. (2014). Influence of eco-innovation on Indian manufacturing sector sustainable performance. International Journal of Sustainable Development and World Ecology, 21(3), 198–209. https://doi.org/10.1080/13504509.2014.907832
Huang, H. (2016). Media use, environmental beliefs, self-efficacy, and pro-environmental behavior. Journal of Business Research, 69(6), 2206–2212. https://doi.org/10.1016/j.jbusres.2015.12.031
Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence and Planning, 32(3), 250–268. https://doi.org/10.1108/MIP-10-2012-0105
Kang, J., Liu, C., & Kim, S. H. (2013). Environmentally sustainable textile and apparel consumption: The role of consumer knowledge, perceived consumer effectiveness and perceived personal relevance. International Journal of Consumer Studies, 37(4), 442–452. https://doi.org/10.1111/ijcs.12013
Karunarathna, A. K. ., Bandara, V. ., Silva, A. S. ., & De Mel, W. D. . (2020). IMPACT OF GREEN MARKETING MIX ON GREEN PURCHASING INTENTION WITH SPECIAL REFERENCE TO SRI LANKAN SUPERMARKETS. South Asian Journal of Marketing, 1(1), 127–153
Kwong, G. S., & Balaji, M. S. (2016). Linking green skepticism to green purchase behavior. Journal of Cleaner Production, 131(June), 629–638. https://doi.org/10.1016/j.jclepro.2016.04.122
Lee, Y. ki, Kim, S., Kim, M. seong, & Choi, J. gu. (2014). Antecedents and interrelationships of three types of pro-environmental behavior. Journal of Business Research, 67(10), 2097–2105. https://doi.org/10.1016/j.jbusres.2014.04.018
Maheshwari, S. P. (2014). Awareness of Green Marketing and Its Influence on Buying Behavior of Consumers. AIMA Journal of Management & Research, Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of ADVANCED AND APPLIED SCIENCES, 5(2), 127–135. https://doi.org/10.21833/ijaas.2018.02.020
Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/BFJ-06-2016-0295
Nagaraju, B., & Thejaswini H D. (2016). A Study on Consumer Attitude towards Eco-Friendly FMCG Products With Reference To Hubli City in Karnataka. 18(11), 58–63. https://doi.org/10.9790/487X-1811015863
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. Sustainability (Switzerland), 12(19), 1–31. https://doi.org/10.3390/su12197880
Newton, J. D., Tsarenko, Y., Ferraro, C., & Sands, S. (2015). Environmental concern and environmental purchase intentions: The mediating role of learning strategy. Journal of Business Research, 68(9), 1974–1981. https://doi.org/10.1016/j.jbusres.2015.01.007
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73–83. https://doi.org/10.1108/17515631111114877
Sayed, A. R., El Saghier, N. M., & Sadek, H. H. (2021). The Effect of Green Brand Knowledge and Trust on Consumers’ Purchasing Intention: The Mediation Role of Attitude Towards Green Brands Egypt Case. Journal of Alexandria University for Administrative Sciences, 58(5), 61–101. https://doi.org/10.21608/acj.2021.202025
Shabbir, M. S., Sulaiman, M. A. B. A., Al-Kumaim, N. H., Mahmood, A., & Abbas, M. (2020). Green marketing approaches and their impact on consumer behavior towards the environment—a study from the UAE. Sustainability (Switzerland), 12(21), 1–13. https://doi.org/10.3390/su12218977
Siyal, S., Ahmed, M. J., Ahmad, R., Khan, B. S., & Xin, C. (2021). Factors influencing green purchase intention: Moderating role of green brand knowledge. International Journal of Environmental Research and Public Health, 18(20). https://doi.org/10.3390/ijerph182010762
Statista. 2022. Indonesia: perception on environmental issues 2019. [online] Available at: < https://www.statista.com/statistics/1082645/indonesia-perception-on-of-environmental-issues/> [Accessed 5 March 2022]
Sugandini, D., Muafi, M., Susilowati, C., Siswanti, Y., & Syafri, W. (2020). Green supply chain management and green marketing strategy on green purchase intention: SMEs cases. Journal of Industrial Engineering and Management, 13(1), 79–92. https://doi.org/10.3926/jiem.2795
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the Impact of Green Marketing Components on Purchase Intention: The Mediating Role of Brand Image and Brand Trust. Sustainability (Switzerland), 14(10). https://doi.org/10.3390/su14105939
Uthamaputhran, S., binti Md Shuaib, A. S., & binti Hamsani, N. H. (2014). The role of green marketing towards purchase intention among Malaysian customers. Journal of Entrepreneurship & Business, 2(1), 1–8. http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=101662600〈=de&site=ehost-live
Zhou, Z., Zheng, F., Lin, J., & Zhou, N. (2021). The interplay among green brand knowledge, expected eudaimonic well-being and environmental consciousness on green brand purchase intention. Corporate Social Responsibility and Environmental Management, 28(2), 630–639. https://doi.org/10.1002/csr.2075

Last update:

No citation recorded.

Last update:

No citation recorded.

Author(s) Rights

In order for Diponegoro International Journal of Business (DIJB) to publish and disseminate research articles, we need publishing rights (transferred from author(s) to publisher). This is determined by a publishing agreement between the author(s) and DIJB. This agreement deals with the transfer or license of the copyright of publishing to DIJB, while authors still retain significant rights to use and share their own published articles. DIJB supports the need for authors to share, disseminate and maximize the impact of their research and these rights, in any databases.

As an author, you have rights to a large range of uses of your article, including use by your employing institute or company. These Author rights can be exercised without the need to obtain specific permission. Authors publishing in DIJB has wide rights to use their works for teaching and scholarly purposes without needing to seek permission, including:

use for classroom teaching by Author or Author's institution and presentation at a meeting or conference and distributing copies to attendees;
use for internal training by the author's company;
distribution to colleagues for their research use;
use in a subsequent compilation of the author's works;
inclusion in a thesis or dissertation;
reuse of portions or extracts from the article in other works (with full acknowledgement of final article);
preparation of derivative works (other than commercial purposes) (with full acknowledgement of final article);
voluntary posting on open web sites operated by author or author’s institution for scholarly purposes,

(but it should follow the open-access license of Creative Common CC-by-SA License).

Authors/readers/third parties can copy and redistribute the material in any medium or format, as well as remix, transform, and build upon the material for any purpose, even commercially, but they must give appropriate credit (the name of the creator and attribution parties (authors detail information), a copyright notice, an open-access license notice, a disclaimer notice, and a link to the material) and provide a link to the license.

Authors/readers/third parties can read, print and download, redistribute or republish the article (e.g. display in a repository), translate the article, download for text and data mining purposes, re-use portions or extracts from the article in other works, sell or re-use for commercial purposes, remix, transform, or build upon the material, they must distribute their contributions under the same license as the original Creative Commons Attribution-ShareAlike (CC BY-SA).

Copyright Transfer Agreement for Publishing (Publishing Right)

The authors submitting a manuscript do so on the understanding that if accepted for publication, the copyright for publishing (publishing right) of the article shall be assigned/transferred to the Department of Management, Faculty of Economics and Business, Universitas Diponegoro as the publisher of DIJB.

Upon acceptance of an article, authors will be asked to complete a 'Copyright Transfer Agreement for Publishing (CTAP)'. An e-mail will be sent to the Corresponding Author confirming receipt of the manuscript together with a CTAP form by the online version of this agreement.

DIJB, the publisher, and the editorial board make every effort to ensure that no wrong or misleading data, opinions or statements be published in the journal. In any way, the contents of the articles and advertisements published in DIJB are sole and exclusive responsibility of their respective authors and advertisers.

Remember, even though we ask for a transfer of copyright for publishing (CTAP), our journal Author(s) retain (or are granted back) significant scholarly rights as mentioned before.

The Copyright Transfer Agreement for Publishing (CTAP) Form can be downloaded here