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All Journal Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Sesri Sellinai
Universitas Pelita Bangsa
Agriculture, Biological Sciences & Forestry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Green Marketing and Sustainable Product Impacts on Customer Purchasing Intention: Case Study of Fast Moving Consumer Goods Product Etty Zuliawati Zed; Sesri Sellinai; Tri Mulyani
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 6 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i6.7181

Abstract

.This study investigates the influence of green marketing and sustainable product attributes on customer purchasing intention within the fast-moving consumer goods (FMCG) sector, using brand image and trust as mediating variables. With heightened environmental awareness, consumers increasingly favor eco-friendly brands and products, yet their actual purchasing behavior may be affected by factors such as brand image and skepticism about green claims. The study's findings confirm that green marketing positively impacts brand image, which subsequently enhances purchasing intention, while sustainable product attributes significantly influence customer intentions directly. Utilizing survey data from 300 respondents and analyzing results through Partial Least Squares Structural Equation Modeling (PLS-SEM), the study provides insights for FMCG companies aiming to leverage sustainability as a competitive advantage. The implications suggest that transparent green marketing and authentic sustainable practices are critical in building trust and loyalty among eco-conscious consumers
Impact of Risk Perception and Financial Literacy on Gen Z Investors' Investment Decision-Making in Jabodetabek Region Sesri Sellinai; Etty Zuliawati Zed; Tri Mulyani
Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Vol. 7 No. 6 (2025): Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/alkharaj.v7i6.7183

Abstract

This study investigates how Gen Z investors in the Jabodetabek region make investment decisions based on their perceptions of risk and financial literacy. A survey design was used to gather information from 150 Gen Z investors. To evaluate the proposed correlations, The study used partial least squares structural equation modeling, or PLS-SEM. The findings show that while risk perception has a negative impact on investing decisions, financial literacy has a favorable impact. The study also reveals that the association between risk perception and Financial literacy moderates investment decision-making. These results imply that even when young investors confront significant perceived risks, improving their financial literacy can help them make better investing decisions. The report provides insightful information for lawmakers and financial institutions looking to promote ethical investing practices in young adults.
Co-Authors Etty Zuliawati Zed Tri Mulyani Kartini