p-Index From 2021 - 2026
11.482
P-Index
This Author published in this journals
All Journal Jurnal Paradigma Ekonomika Jurnal Pendidikan dan Pengajaran Journal of Education and Learning (EduLearn) Jurnal Ilmu Perairan (Aquatic Science) Intiqad: Jurnal Agama dan Pendidikan Islam Jurnal Teknologi Informasi dan Ilmu Komputer MIX : Jurnal Ilmiah Manajemen Ilmu Dakwah: Academic Journal for Homiletic Studies Alhadharah: Jurnal Ilmu Dakwah Edukasi Islami: Jurnal Pendidikan Islam Applied Information System and Management Martabe : Jurnal Pengabdian Kepada Masyarakat JUSPI (Jurnal Sejarah Peradaban Islam) JURNAL PENDIDIKAN TAMBUSAI EduReligia : Jurnal Pendidikan Agama Islam PEDULI: Jurnal Imiah Pengabdian Pada Masyarakat Jurisprudensi: Jurnal Ilmu Syariah, Perundang-undangan, Ekonomi Islam SULTANIST: Jurnal Manajemen dan Keuangan Jurnal Mantik FINANCIAL : JURNAL AKUNTANSI Jurnal Agrium Tabyin; Jurnal Pendidikan Islam Jurnal Ilmiah Edunomika (JIE) Jurnal Vokasi JAS (Jurnal Agri Sains) Jurnal Baabu Al-ilmi : Ekonomi dan Perbankan Syariah Agroekotek View Ijtimaiya : Journal of Social Science and Teaching Jurnal Pengabdian kepada Masyarakat Nusantara GUYUB: Journal of Community Engagement Jurnal Teknik Informatika (JUTIF) International Journal Of Science, Technology & Management (IJSTM) International Journal of Social and Management Studies (IJOSMAS) International Journal of Business, Law, and Education Jurnal Agrisistem: Seri Sosek dan Penyuluhan Jurnal Pengabdian Masyarakat (ABDIRA) Jurnal Ekonomi Unram Journal of Community Service (UJCS) Jurnal Pendidikan Sains dan Komputer Share: Jurnal Ekonomi dan Keuangan Islam Alhadharah: Jurnal Ilmu Dakwah Society: Jurnal Pengabdian Masyarakat Jurnal Penelitian Budaya Komunika: Jurnal Dakwah dan Komunikasi Jurnal Administrasi Pendidikan dan Konseling Pendidikan International Journal of Economics (IJEC) EJOIN : Jurnal Pengabdian Masyarakat Innovative: Journal Of Social Science Research Communautaire: Journal of Community Service Journal of Management and Social Sciences Jurnal Informatika Polinema (JIP) Acta Solum Indonesian Journal of Education Research and Technology (IJERT) Jurnal Teknologi Informasi Indonesia Celebes Journal of Community Services Jurnal Manajemen Dayasaing FIKROTUNA: Jurnal Pendidikan dan Manajemen Islam Jurnal Cendekia Ilmiah BAABU AL-ILMI: Ekonomi dan Perbankan Syariah Jurnal Ilmiah Mahasiswa & Penelitian Keperawatan Proceeding of The International Conference on Management, Entrepreneurship, and Business Jurnal Teknokes Differential: Journal on Mathematics Education Jurnal Sipil Sains Terapan Jurnal Ilmu Informasi, Perpustakaan, dan Kearsipan Journal of Sustainable Community Practices At-Ta'lim : Media Informasi Pendidikan Islam
Claim Missing Document
Check
Articles

Environmentally Friendly Advertising, Green Product Value, and Price Perception on Purchasing Decisions with Environmental Awareness as a Moderating Variable on Eco-Friendly Products in West Java Syaifuddin Syaifuddin
MIX: JURNAL ILMIAH MANAJEMEN Vol. 16 No. 1 (2026): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2026.v16i1.011

Abstract

Objective: The global environmental crisis has heightened public awareness of the impact of consumption on environmental sustainability. However, a persistent gap remains between environmental awareness and actual consumer behavior in choosing eco-friendly products. In this context, companies are challenged to design effective green marketing strategies that not only attract attention but also strengthen awareness and translate it into purchasing decisions. This study aims to examine the influence of green advertising, green perceived value, and price perception on green product purchasing decisions, with environmental awareness positioned as a mediating variable.Methodology: This study employed a quantitative associative approach using a survey method. The population consisted of consumers in West Java Province who had purchased environmentally labeled products within the past year. A purposive sampling technique was applied, resulting in 200 valid respondents. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS 4 software.Findings: The results indicate that green advertising, green perceived value, and price perception each have a positive and significant effect on environmental awareness. Furthermore, environmental awareness significantly influences purchasing decisions for eco-friendly products. Mediation analysis confirms that environmental awareness serves as a psychological mechanism linking green marketing variables to purchasing decisions.Conclusion: These findings highlight the central role of environmental awareness in translating green marketing strategies into sustainable purchasing behavior. The study underscores the importance of credible green communication, clear articulation of ecological value, and fair pricing strategies in fostering long-term sustainable consumption.
Co-Authors A Hadi Arifin Abbas, Sofyan Abdul Muhid Abdul Rahman Abdulloh Hamid Abidin, Nor Agoes Moh. Moefad Ahmad Juhaidi Ahmad Sufyan Zauri Akhmad Rizalli Saidy Al Mawardi Alhadar, Mudi Ali Mas'ud Ali Mas’ud Amar Ma’ruf Ananta, Erick Dwi Angelita, Indah Aprianti Ar Husein, Muhammad Ariesa, Yeni Arif Ismail Atika Atika Aulia Arief Nasution Azwar Hasibuan, Hasrul Bahar, Kurnia Bustari Bustari Choiriawati, Choiriawati Cut Fitri Rostina Dahnil Anzar Simanjuntak Damanik, Tiara Sastika Dame Masterina, Olivia Dharma, Ricke Dina Rosmaneliana Emilia Emilia Erna Kadrianti Fahmi, Muhammad Faisal Abdullah Firdah Ni'matus Sholihah Fitramadan, Lis Fuandri Fuandri Gani, Fauzi A. Ginting, Grace Ilona Ranastasia Br Ginting, Kristha Immanuel Suranta Gultom, Farida Halim Akbar, Halim Hanafiah Hanafiah, Hanafiah Hanik Yuni Alfiyah Hanipah, Mei Alfiani Hartono Hartono Hayatun Nupus Haziri, Achmad Abrar Hedi Turmudi, Asep Hi M.A. Hi Abdullah, Baharuddin Ibrahim Ibrahim Ifa Dotus Salimah Iklima Sholichati imelia, imelia Indha Aprida Sutari Irfan Maulana, Irfan Ismail Ismail Ismed Fachruzi Ita Yunita Jumadi Junaidi Junaidi Juriah Juriah, Juriah Kaharuddin Khairani, Reska Khairunisa, Aulia Khoirun Nisak KHOIRUN NISAK Kurniati Kurniati La Niampe LAILATUL FITRIAH Liliek Soetjiatie Lubis, Fajar Rezeki Ananda Luvi Antari, Luvi M. Havy Sa'dullah Mahbubatul Khoiriyah Mariana Mariana Martin, Iwan Maruka, Safriyanto S Mas’ady Ashabul Kahfi Maya Novitasari Ma’ruf, Amar Mega Fatimah Rosana Meldia Septiana Moch. Agung Lukman Septiansyah MUHAMMAD FAHMI Muhammad Mahbub, Muhammad Muhammad Wahyudi Mumtahanah, Mumtahanah Munardy, Munardy Murbangun Nuswowati Murfi, M Ali Muslim syamsuddin Muti’ah, Siti Nagian Toni Nasikhul Amin Nasution, Ita Saiyah Nasution, M. Bobbi K. Novrini, Susan Nurdan, Nurdan Nurfadilah Nurfadilah Nurfajriani, Nurfajriani Nurhidaya M, Nurhidaya M Nurjanah, Rahma Nursyamsi Nursyamsi Pakpahan, Efendy Panjaitan, Yanti Fitriani Pareng Rengi Pasaribu, Sonia Dina Sari Pirdhaus, Ananta Puad, Noor Aimi Mohamad Putri Bintoro, Ellys Rahma Putri, Nur Agustin Rahayu Putri, Rizki Adinda Putri, Salsabillah R Dalai, Hastuti Rahmadani, Novia Aulia Resel, Keysa Riyanto, Eko Robert Tua Siregar Rohman Rohman Romy, Elly Rosmawaty Hilderiah Pandjaitan RR. Ettie Rukmigarsari Sabar Dumayanti Sihombing Sabrina Sabrina Sahputra, M. Robby Salam, Miming Berlian Hi. B. Salim Aktar Salimah, Ifa Dotus Salman Faris SALMAN FARIS Sanmas, Abu Saprida, Saprida Saputri, Eki Nining Sari, Zamah Sarwi - Sekali, Abednego Suranta Karo Senung, Bahtiar Septiono, Trimo Setiawan, Romi Adetio Silwanah, Andi Sani Sinaga, Tri Eva Maria Sitorus, Aron Jarif Hasadungan Soesilo Zauhar Sofiyan Sofiyan Solikhin Solikhin Sri Zuwefa Suca Rusdian Sugito - Suherman, Suherman sujono, andika Sulaiman Sulaiman Sulistiawati Rahayu Ahmad Sumiman Udu Supardin Sustenance Ananda Lubis , Fazar Tenripada, Dita Amalia Tika, Aulia Saufayuk Toni, Nagian Ulul Azmi Nur Rohmatullah Umasugi, Nirwan Utomo, Bedjo Wildan Suharso Willy Dama, Risky Winata, Cahya Wiratama, Romadhon Wirdha, Wirdha Yayan Eryk Setiawan Yudinta, Dewa Putu Dharma Yuli Ismi Nahdiyati Ilmi Yunior, Khomeiny Yusra, Yusra Yusran Haskas Yusuf Ronny Edward Zulfa, Cut Nadya