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INDONESIA
Journal of Entrepreneurship & Business
Published by Universitas Surabaya
ISSN : -     EISSN : 2721706X     DOI : https://doi.org/10.24123/jeb.v1i2
Core Subject : Economy, Science, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences
Journal of Entrepreneurship & Business (JEB) publishes all forms of quantitative and qualitative research articles and other scientific studies related to the field Accounting & Financial Management, E-Business Management, Entreprenuerhsip, Human Resources Management, Marketing Management, Operation & Supply Chain Management, and Strategic Management. The Editors attempts JEB could be the major vehicle for the exchange of ideas and research among business scholars. The JEB is an open access journal that is published by UBAYA School of Business, University of Surabaya Indonesia.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 101 Documents
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The Influence of Environmental Awareness, Green Marketing, and Green Attribute Transparency on Purchase Intention Through Corporate Brand Image: A Case Study on Sensatia Botanicals Consumers in Indonesia Pasaribu, Eiwanda Magdalena; Yulika Rosita Agrippina
Journal of Entrepreneurship & Business Vol. 7 No. 2 (2026): Journal of Entrepreneurship and Business (March-June)
Publisher : Program MM Universitas Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24123/jeb.v7i2.8556

Abstract

Purpose: This study aims to analyze the effects of environmental awareness, green marketing, and green attribute transparency on consumers’ purchase intentions toward environmentally friendly personal care products, with corporate brand image as a mediating variable. The novelty of this research lies in emphasizing green attribute transparency as a distinct determinant of purchase intention and in examining the mediating role of corporate brand image within the context of sustainability-oriented personal care brands in Indonesia. Method: This study used primary data collected through an online questionnaire distributed to 306 Indonesian consumers aged 18 years and above who are familiar with environmentally friendly personal care products. A non-probability purposive sampling technique was applied, and the data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS software. Results: The findings indicate that environmental awareness, green marketing, and green attribute transparency positively influence purchase intention, with corporate brand image playing a supporting role in shaping consumer perceptions. Corporate brand image significantly mediates the effects of environmental awareness and green attribute transparency on purchase intention, but does not mediate the relationship between green marketing and purchase intention. These results highlight the importance of transparent environmental information beyond promotional claims, while future studies are encouraged to explore additional variables and alternative research designs to strengthen explanatory power.

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