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All Journal Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Yumna, Atika
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Decision Sciences, Operations Research & Management

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A Green Advertising Wuling on Purchase Intention Mediated by Perceived Value and Attitude Yumna, Atika
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 4 No. 4 (2025)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2025.04.4.23

Abstract

Purpose –  This study aims to identify the effect of green advertising on purchase intention of Wuling consumers, with green perceived value and green product attitude as mediating variables.    Design/methodology/approach –  This research uses an explanatory quantitative design. The sample consists of 105 respondents from Wuling consumers in Surabaya City, selected using a probability sampling method. Data were analyzed using SmartPLS 3.   Findings – The results show that green advertising does not have a significant direct effect on purchase intention. However, green advertising significantly influences green perceived value and green product attitude, which in turn have a positive effect on purchase intention. Thus, green advertising indirectly affects purchase intention through the mediating variables.   Originality/value – This study highlights the indirect mechanism of green advertising in shaping purchase intention through psychological mediators, contributing to green marketing and consumer behavior literature in the automotive sector.
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