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The Effect of Green Marketing, Brand Image, and E-wom on Purchasing Decisions for the Body Shop Indonesia Products

Year: 2025

Type: article

Abstract: This study aims to determine the effect of green marketing, brand image, and e-WOM on purchasing decisions for The Body Shop Indonesia products. The sampling method was purposive; the questionnaire was distributed to 109 respondents. Data analysis using Smart Partial Least square (SmartPLS), by testing the outer model, and inner model. The results showed that green marketing variables had a positive but insignificant effect on purchasing decision variables, while brand image and e-WOM variables had a positive and significant effect on purchasing decision variables. The e-wom variable has the greatest effect on the purchasing decision variable. Keywords: Green Marketing; Brand Image; e-WOM; Purchasing Decision

Source: Journal of Management Small and Medium Enterprises (SMEs)

DOI: 10.35508/jom.v18i1.21003

Authors: Nengliya Agustin, Fairuzzia Azzahra, Lis Tatin Hernidatiatin

Institution: Universitas Swadaya Gunung Jati

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $25