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All Journal AKSELERASI: Jurnal Ilmiah Nasional West Science Business and Management West Science Social and Humanities Studies
Mayratih, Siska
Unknown Affiliation
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Journal : West Science Business and Management

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The Influence of Green Marketing, Environmental Awareness, and Consumer Value on Sustainable Purchase Intentions Wulandjani, Harimurti; Akbari, Deni Adha; Arniwita, Arniwita; Mayratih, Siska; Purwaningsih, Nining; Sudarmanto, Eko
West Science Business and Management Vol. 3 No. 01 (2025): West Science Business and Management
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsbm.v3i01.1764

Abstract

This study examines the influence of green marketing, environmental awareness, and consumer values on sustainable purchasing intentions in Indonesia. Using a quantitative approach with a sample size of 150 respondents, data were collected via a Likert scale (1-5) and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) software. The findings reveal that all three constructs significantly and positively influence sustainable purchasing intentions, with environmental awareness emerging as the strongest determinant. Green marketing initiatives effectively enhance consumer trust, while consumer values play a critical role in aligning ethical consumption with purchasing behaviors. The study underscores the importance of integrating environmental awareness campaigns and value-driven marketing strategies to promote sustainable consumption in Indonesia. Recommendations for businesses and policymakers are provided to further advance sustainable practices in the region.
Co-Authors Akbari, Deni Adha Apriyanto Arniwita, Arniwita Darojat, Ilma Faturohman, Maman Isrok Isrok Judijanto, Loso Nining Purwaningsih Rosid, Muhammad Abdul Saleha, Dwi Sudarmanto, Eko Trisavinaningdiah, Amelia Wulandjani, Harimurti