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All Journal Formosa Journal of Multidisciplinary Research (FJMR) Multidisciplinary Indonesian Center Journal
Zidan Basyarahil Rais Pambudi
Telkom University
Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Social Sciences Other

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THE ROLE OF ENVIRONMENTAL KNOWLEDGE IN MEDIATING THE RELATIONSHIP BETWEEN GREEN PROMOTION AND GREEN PACKAGING ON GREEN PURCHASE BEHAVIOR IN EASY GREEN PRODUCTS BY UNILEVER Zidan Basyarahil Rais Pambudi; Putu Nina Madiawati; Arry Widodo
Multidisciplinary Indonesian Center Journal (MICJO) Vol. 3 No. 2 (2026): Vol. 3 No. 2 Edisi April 2026
Publisher : PT. Jurnal Center Indonesia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62567/micjo.v3i2.2506

Abstract

The increasing environmental issues, particularly the problem of plastic waste in Indonesia, as well as the gap between awareness and purchasing behavior of environmentally friendly products, have become important phenomena in this study. This study aims to analyze the effect of green promotion and green packaging on green purchase behavior, as well as to examine the role of environmental knowledge as a mediating variable in Easy Green Unilever products. In this study, data were collected through a survey distributed to users of Easy Green Unilever products in Indonesia, with a total of 400 respondents obtained. The research method employed a descriptive and quantitative approach, using non-probability sampling with a purposive sampling technique. In data processing, this study utilized SmartPLS software. The results indicate that green promotion and green packaging have a positive and significant effect on green purchase behavior. In addition, environmental knowledge is proven to have a significant effect on green purchase behavior and is able to mediate the relationship between green promotion and green packaging on green purchase behavior. The conclusion of this study emphasizes that increasing consumers’ environmental knowledge is a key factor in strengthening the effectiveness of green marketing strategies in encouraging environmentally friendly purchasing behavior.
The Effect of Green Promotion and Green Packaging on Green Purchase Behavior through Environmental Knowledge Zidan Basyarahil Rais Pambudi; Agus Maolana Hidayat; Arry Widodo; Nurafni Rubiyanti
Formosa Journal of Multidisciplinary Research Vol. 4 No. 5 (2025): May 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/fjmr.v4i5.220

Abstract

Environmental issues, especially the problem of plastic waste from household product packaging, are increasingly becoming a global concern. The Indonesian government has set a waste reduction target as part of its sustainability policy. As environmental awareness increases, consumers are starting to consider environmentally friendly aspects in their purchasing decisions. This study aims to analyze the effect of green promotion and green packaging on green purchase behavior through environmental knowledge of Easy Green product consumers. This study uses a quantitative approach with the Structural Equation Model (SEM) method based on Partial Least Square (PLS). The results show that green promotion and green packaging play a role in increasing consumers' environmental awareness, which ultimately influences their green purchasing behavior. These findings provide implications for companies in designing more effective marketing strategies to encourage sustainable consumption behavior.
Co-Authors Agus Maolana Hidayat Arry Widodo Putu Nina Madiawati R. Nurafni Rubiyanti