Work

The Influence of Green Marketing on Purchase Intention Mediated by Brand Image : Corkcicle Products

Year: 2025

Type: article

Abstract: Plastic waste has become a global issue due to its impact on the environment. Single-use plastic consumption is still high, but awareness of sustainability is increasing, especially among Generation Z who are starting to switch to more environmentally friendly habits, such as bringing their own drinking bottles. This study aims to analyse the effect of green marketing on purchase intention, with brand image as a mediating variable on Corkcicle products. The research was conducted in Bandung, West Java, Indonesia, with a total of 269 respondents. Using quantitative methods through SEM Partial Least Square (PLS). The results showed that green marketing as well as brand image as a mediating variable have a significant influence in forming positive attitudes that drive purchase intention. These findings provide strategic insights for companies in understanding the dynamics of consumer preferences.

Source: East Asian Journal of Multidisciplinary Research

DOI: 10.55927/eajmr.v4i5.141

Authors: Imel Udayanti, Agus Maolana Hidayat, Arry Widodo, Nurafni Rubiyanti

Institution: Telkom University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: hybrid

OpenAlex ID: W4411117218

FWCI:

Cites: 17

Cited by:

Related to: 10