The Influence of Green Marketing and Brand Image on Purchase Intention Through Environmental Attitude Toward Ades Product Dimas Rafi Mudiantoro, Robetmi Jumpakita Pinem
Department of Business Administration, Faculty of Social and Political Sciences, Universitas Diponegoro, Semarang
Abstract
The implementation of green marketing has enabled ADES to maintain its brand competitiveness and contribute to the company^s sales growth over the past five years, allowing it to outperform other bottled drinking water (AMDK) brands such as Cleo and Club in the Top Brand Index survey. This study aims to examine the direct effects of green marketing and brand image on purchase intention, as well as their indirect effects through environmental attitude. This study employed a quantitative approach involving 300 respondents selected using purposive sampling, while data analysis was conducted using SEM-PLS. The results show that (1) green marketing has a positive and significant effect on purchase intention- (2) brand image does not have a significant effect on purchase intention- (3) environmental attitude has a positive and significant effect on purchase intention- (4) environmental attitude mediates the effect of green marketing on purchase intention- and (5) environmental attitude does not mediate the effect of brand image on purchase intention. This study confirms that environmentally oriented marketing strategies and increased consumer environmental awareness are important factors in encouraging purchase intention and strengthening ADES^s competitiveness in the bottled drinking water industry.
Keywords: Brand Image, Environmental Attitude, Green Marketing, Purchase Intention.
Topic: Responsible Digital Entrepreneurship: Fostering Sustainable Business Ecosystems through Innovation and Ethical Governance (Digital Entrepreneurship- Sustainable Ecosystems- Business Innovation)
