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All Journal Value: Jurnal Manajemen dan Akuntansi Implementasi Manajemen & Kewirausahaan
Sri Wulandari
Universitas Ahmad Dahlan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Green Purchase Intention: Peran Attitude Toward Green Product, Green Customer Value, Dan Green Psychological Benefit Sri Wulandari; Muhammad Ali Fikri
Value : Jurnal Manajemen dan Akuntansi Vol. 20 No. 3 (2025): September - Desember 2025
Publisher : Program Studi Manajemen, Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Cirebon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32534/jv.v20i3.8043

Abstract

The intention to purchase green products arises from perceptions of value and positive attitudes toward sustainable products, supported by psychological benefits after purchase. This study aims to analyze the influence of attitudes toward green products and green customer value on green purchase intention, with the mediating role of green psychological benefits. The research objects were Aqua consumers in Yogyakarta. The sample was taken using purposive sampling technique with a total of 169 respondents. Data collection methods used questionnaire distribution and analysis using Smart PLS 4.0. The results of the scale test used for validity testing, reliability testing, and hypothesis testing. Hypothesis testing showed that attitude toward green product did not have a positive effect on green purchase intention, but had a positive effect on green psychological benefits. Green psychological benefits have a positive effect on green purchase intentions. Green psychological benefits mediated the positive effect of attitude toward green product on green purchase intention. Furthermore, green customer value did not have a positive effect on green purchase intention, but had a positive effect on green psychological benefits. Green psychological benefits mediated the positive effect of green customer value on green purchase intention. This study provides a novel contribution by demonstrating that green psychological benefit functions as a full mediator between attitude toward green product and green customer value in shaping green purchase intention, a model that has rarely been applied to bottled drinking water consumers in Indonesia, particularly in Yogyakarta.
Decoding eco-innovation: Green marketing practices, green intellectual capital, sustainable packaging and distribution for sustainable performance Purwoko Purwoko; Muhammad Ali Fikri; Desta Rizky Kusuma; Sri Wulandari; Taufik Hidayat
Implementasi Manajemen & Kewirausahaan Vol 6 No 2 (2026): IMKA JOURNAL
Publisher : Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Wijaya Putra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38156/imka.v6i2.751

Abstract

Increasing global environmental pressures and stakeholder demands present companies with the challenge of optimizing internal resources and operational practices to achieve sustainable performance. This study examines how green marketing practices, green intellectual capital, and sustainable packaging and distribution interact to influence sustainable performance, with eco-innovation as a mediating factor among batik Micro, Small, and Medium Enterprises (MSMEs) in Yogyakarta. This study employs a quantitative approach with a cross-sectional design involving 155 MSMEs selected through purposive sampling. Data were collected via a structured questionnaire and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS version 4.0. The results indicate that green marketing practices, sustainable packaging and distribution, and eco-innovation have a significant positive relationship with sustainable performance, whereas the direct relationship of green intellectual capital is not significant. All three variables showed a positive relationship with eco-innovation, which also acted as a mediator in the relationship between the three independent variables and sustainable performance. These findings expand the application of Stakeholder Theory and the Resource-Based View by identifying differences in the patterns of direct and indirect relationships between marketing practices, intellectual resources, and operational practices and sustainable performance.
Co-Authors Fikri, Muhammad Ali Kusuma, Desta Rizky Purwoko, Purwoko Taufik Hidayat