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All Journal Journal of Economics and Business UBS
Elsa Afril Liyaningsih
Universitas Swadaya Gunung Jati
Economics, Econometrics & Finance

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From Awareness to Action: The Role of Green Product, Green Promotion, and Green Brand Image on Green Purchase Intention Among Innisfree Consumers Elsa Afril Liyaningsih; Misbak; Tiara Muthiarsih
Journal of Economics and Business UBS Vol. 15 No. 4 (2026): Journal of Economics and Business UBS
Publisher : Cv. Syntax Corporation Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52644/3d17rq18

Abstract

In this study, the aim of this study is to find out Green Product, Green Promotion, and Green Brand Image towards Green Purchase Intention in Innisfree consumers in Cirebon City. This study used a quantitative approach of associative clauseal design with 100 respondents selected through purposive sampling. The data were collected using a Likert scale questionnaire and analyzed using multiple linear regression with the help of SPSS. Green Product partially has no positive effect on Green Purchase Intention. Meanwhile, Green Promotion and Green Brand Image partially have a positive and significant effect on Green Purchase Intention. Simultaneously together it has a significant impact on green purchase intention. R2 shows that 88.2% of the variation in Green Purchase Intention and the rest is influenced by other variables. These findings confirm that promotion and environmentally friendly brand image are key factors in encouraging green purchase intentions, while green products have not yet become the main consideration of Innisfree consumers in Cirebon City in determining purchase intentions
Co-Authors Misbak Tiara Muthiarsih