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All Journal JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam)
Ananda Mellyssa Quratul Ain
Politeknik Negeri Bandung
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Orientasi Pemasaran Hijau dan Kemasan Ramah Lingkungan Menuju Tujuan Pembangunan Berkelanjutan: Studi Empiris Konsumen Makanan Organik di Kota Bandung Triana Ananda Rustam; Ananda Mellyssa Quratul Ain; Debby Kania Bustami
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 14 No 1 (2025): Volume 14 Nomor 1 Tahun 2025
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v14i1.10970

Abstract

This study examines the impact of green marketing orientation and eco-packaging on sustainable consumption behavior among organic food consumers in Bandung. The research investigates six dimensions of green marketing orientation (green product orientation, green promotion orientation, and green ethical commitment) and three dimensions of eco-packaging (material sustainability, packaging functionality, and environmental information on packaging). Data were collected from 120 respondents who had purchased organic food products using a structured questionnaire. Multiple linear regression analysis was conducted to test the proposed hypotheses. The results reveal that green product orientation, green promotion orientation, green ethical commitment, material sustainability, and environmental information on packaging significantly influence sustainable consumption behavior. However, packaging functionality did not show a significant effect. These findings highlight the importance of product-related sustainability attributes, ethical communication, and eco-friendly packaging in influencing consumer behavior. The study contributes to the literature by providing empirical evidence from an Indonesian urban context and offers insights for businesses to enhance their sustainability strategies.
Dari Promosi Ramah Lingkungan Digital hingga Perilaku Pengurangan Limbah Konsumen: Peran Mediasi Berantai Keterlibatan Media Sosial dan Gaya Hidup Berkelanjutan Triana Ananda Rustam; Ananda Mellyssa Quratul Ain
JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Vol 14 No 2 (2026): Volume 14 Nomor 2 Tahun 2026
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/jimupb.v14i2.11647

Abstract

This study examines the effect of digital green promotion on consumer waste reduction behavior through social media engagement and sustainable lifestyle. The study responds to the growing concern that environmental awareness does not always translate into concrete waste-reducing practices, especially in the digital consumption era. A quantitative explanatory approach was employed, using an online questionnaire distributed to social media users who had been exposed to green promotion or sustainability-related content. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that digital green promotion has a positive and significant effect on social media engagement, sustainable lifestyle, and consumer waste reduction behavior. Social media engagement also positively influences sustainable lifestyle and consumer waste reduction behavior, while sustainable lifestyle significantly contributes to consumer waste reduction behavior. Furthermore, the mediation results indicate that social media engagement mediates the relationship between digital green promotion and sustainable lifestyle, sustainable lifestyle mediates the relationship between social media engagement and consumer waste reduction behavior, and both variables sequentially mediate the relationship between digital green promotion and consumer waste reduction behavior. This study concludes that digital green promotion can encourage waste reduction when it creates interactive engagement and supports sustainable lifestyle adoption.
Co-Authors Debby Kania Bustami Triana Ananda Rustam