Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen Kesatuan Fundamental and Applied Management Journal
Munte, Risma
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search
Journal : Fundamental and Applied Management Journal

 1 
Green Marketing and Consumer Behavior: Environmental Awareness as Mediator Munte, Risma; Peranginangin, Dermawan; Damanik, Elfina; Haloho, Dasmaika
Fundamental and Applied Management Journal Vol. 4 No. 1 (2026): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i1.430

Abstract

This study aims to examine the relationship between green marketing and consumer behavior, and to analyze the mediating role of environmental awareness in the context of North Sumatra, Indonesia. A quantitative explanatory design was employed using a cross-sectional survey of 220 consumers with experience purchasing environmentally friendly products. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.0, applying bootstrapping with 5,000 resamples. The results indicate that green marketing is positively associated with consumer behavior (β = 0.312, p < 0.001) and environmental awareness (β = 0.648, p < 0.001). Environmental awareness is also significantly associated with consumer behavior (β = 0.421, p < 0.001). Mediation analysis reveals a significant indirect effect (β = 0.273, p < 0.001), indicating partial mediation. The model demonstrates moderate explanatory power (R² = 0.420 for environmental awareness; R² = 0.563 for consumer behavior) and satisfactory predictive relevance (Q² = 0.301; 0.389). This study is based on a cross-sectional design, which limits causal inference. Additionally, the use of self-reported data may introduce common method bias, although collinearity diagnostics indicate acceptable levels. This study contributes to the literature by providing empirical evidence of a dual-path mechanism linking green marketing to consumer behavior through environmental awareness in a regional Indonesian context, which remains underexplored in prior studies.
Co-Authors Damanik, Elfina Haloho, Dasmaika Peranginangin, Dermawan