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All Journal Jurnal Bisnis dan Manajemen Jurnal Ilmiah Manajemen dan Bisnis (JIMB) International Journal of Social Science Business and Entrepreneurial Review
Bakhour, Alyssa Edwina Imad Khalid
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Medicine & Pharmacology Public Health Social Sciences Other

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Journal : International Journal of Social Science

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ANALYZING THE IMPACT OF MARKETING INFORMATION ON THE PURCHASE DECISION OF ECO-FRIENDLY PRODUCTS Tresnawati, Yuni; Bakhour, Alyssa Edwina Imad Khalid
International Journal of Social Science Vol. 5 No. 3 (2025): October 2025
Publisher : Bajang Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53625/ijss.v5i3.11303

Abstract

This research explores the impact of marketing information on eco-friendly product purchase decisions, focusing on young consumers, particularly vocational school students. With growing awareness of sustainability, consumers are increasingly considering environmental impact in their purchasing decisions. However, the effectiveness of marketing information in influencing eco-friendly product purchases remains uncertain. While some studies suggest green marketing shapes consumer behavior, others highlight product quality and trust in sustainability claims as more dominant factors. The study aims to analyze factors affecting consumer acceptance of sustainability claims, emphasizing how marketing strategies highlighting environmental aspects, social media, and peer influence shape decision-making. Expected outcomes include: (1) publication in a national accredited journal, (2) development of a green marketing education module for vocational students, (3) formulation of evidence-based green marketing strategies, and (4) intellectual property rights submission for the developed model. This research is positioned at Technology Readiness Level (TRL) 3–4, focusing on exploration and conceptual model development to be tested qualitatively. The results aim to provide a foundation for designing effective, evidence-based green marketing strategies that can be applied by both industries and educational institutions to encourage more responsible consumption.
Co-Authors Abdul Rahmat Ahrul Putra Mangku Dewi Nusraningrum, Dewi Dewi, Kayla Rosantya Mulyatri, Egit R. Jokosugiharjo Resnawati Rizky, Dede