<![CDATA[The purpose of this study is to investigate the effect of green marketing on customer purchasing decision making through the mediating variable of brand image for bottled water goods. This study is quantitative in nature using survey approach. This survey involved 70 respondents from the Gen Z cohort aged 18 to 28 years, living in the city of Semarang. The sampling method used is purposive sampling. The data analysis method used was SEM-PLS. Data processing was performed using SmartPLS version 4.1.1.8. The research results show that green marketing does not have a positive and substantial effect on the purchase choice of bottled water goods by customers. Results show that green marketing has a positive and significant effect on brand image. Also, brand image has a favorable and significant impact on purchase decisions. Brand image has a positive and significant effect on the relationship between green marketing and purchasing decision of bottled mineral water products]]>
Copyrights © 2026
