THE INFLUENCE OF GREEN MARKETING AND GREEN PRODUCTS ON PURCHASE DECISIONS WITH BRAND IMAGE AS A MEDIATING VARIABLE AMONG THE BODY SHOP CUSTOMERS IN MADIUN CITY

Resyviona Mesya Luturmas

Abstract


This study aims to examine the effect of green marketing and green product on purchase decisions, with brand image as a mediating variable among The Body Shop consumers in Madiun City. This study employed a quantitative approach using a survey method. Data were collected from 384 respondents selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that green marketing has a positive and significant effect on brand image and purchase decisions. Green product also has a positive and significant effect on brand image and purchase decisions. Furthermore, brand image has a positive and significant effect on purchase decisions. The mediation analysis shows that brand image significantly mediates the effects of green marketing and green product on purchase decisions. Among the relationships examined, green product has the strongest effect on brand image, while brand image has a strong direct effect on purchase decisions. These findings indicate that environmentally oriented product characteristics and marketing activities can contribute to favorable brand perceptions and purchase decisions. The study suggests that The Body Shop should strengthen its green product characteristics, maintain consistent green marketing communication, and preserve a favorable brand image to support consumers' purchase decisions.


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References


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