Pengaruh Green Marketing (Eco Labeling, Green Advertising, dan Green Branding) terhadap Green Consumption serta Green Buying Behavior pada Produk AQUA

Phitania Putri Kurniansyah (Universitas Hayam Wuruk Perbanas)
Soni Harsono (Universitas Hayam Wuruk Perbanas)

Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Vol. 6 No. 2 (2026): Juli : Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis

This study aims to examine the effects of green marketing (eco-labeling, green advertising, and green branding) on green consumption and their implications for green buying behavior among Aqua product consumers. A quantitative approach was employed using a survey method, with data collected from 150 respondents who consume Aqua products. Data analysis was conducted using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach through SmartPLS 4.0 software. The results indicate that eco-labeling, green advertising, and green branding have positive and significant effects on green consumption. Furthermore, green consumption has a strong positive and significant effect on green buying behavior. These findings suggest that clear environmental information, effective green marketing communication, and a strong green brand image encourage consumers to adopt environmentally conscious consumption patterns, which subsequently lead to environmentally responsible purchasing behavior. This study highlights the importance of integrating green marketing strategies and sustainable consumption values to enhance consumers’ environmental awareness and promote green buying behavior.