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All Journal International Journal of Power Electronics and Drive Systems (IJPEDS) Jurnal Manajemen dan Kewirausahaan (JMDK) JMKSP (Jurnal Manajemen, Kepemimpinan, dan Supervisi Pendidikan) Jurnal Entrepreneur dan Entrepreneurship Jurnal Pengabdian Masyarakat Asia Parta: Jurnal Pengabdian Kepada Masyarakat International Journal of Applied Management and Business
Wiraguna, Rayie Tariaranie
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Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Journal : Jurnal Manajemen dan Kewirausahaan (JMDK)

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From Green Marketing to Enhance Green Purchase Intention: The Act of Green Advertisement, Green Brand Loyalty, and Green Brand Innovativeness Lia, Della Ayu Zonna; Siswanto, Ely; Wiraguna, Rayie Tariaranie; Wahyudi, Handri Dian
Jurnal Manajemen dan Kewirausahaan Vol. 12 No. 2 (2024): December (2024)
Publisher : University of Merdeka Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26905/jmdk.v12i2.13922

Abstract

The present study aims to investigate the effects of Green Marketing (GM) strategies, such as Green Advertisement (GA), Green Brand Loyalty (GBL), and Green Brand Innovativeness (GBI), on consumer purchase intention. Additionally, it investigates the moderating effects of these strategies on these relationships and looks at how GM and Green Purchase Intention (GPI) are related. These findings build on previous research on the relationship between GM and GPI. The unresearched combined effects of GM on customer purchase intentions as well as the moderating functions of GA, GBL, and GBI in these connections are among the research gaps. The current study examines the relationship between GM antecedents and GPI using a cross-sectional approach and a quantitative research methodology. Quantitative research methods are useful when analyzing relationships between variables and extending findings across populations is the goal. Based on prior research on GM and behavior, the study's research methodology used a survey questionnaire. Google Forms will be used to distribute an online survey to Indonesian consumers of green products, which served as the data collection tool for this study.
Co-Authors Anugrahani, Inanda Shinta Azizah, Safira Rusyda Cahyaningrum, Maurelin Azizah Della Ayu Zonna Lia Dini Aulia Ely Siswanto Handri Dian Wahyudi M. Ihwanudin Mauludin, Moch Subchan Moh. Khairudin Putri, Helen Atris Romadhona Kuswandi Rustam Asnawi Singgih Dwi Prasetyo Trisnoaji, Yuki Ulfa, Safinah Mufidah