The Impact of Green Pharmacy Products on Consumer Decision With Green Knowledge as Intervening
Year: 2026
Type: article
Study design: Observational Study
Abstract: The concept of ‘green pharmacy’ represents a global effort to mitigate climate-change-related disasters. Unfortunately, many national pharmaceutical industries have not yet adopted this concept, which means their products may have negative impacts. This study examines how ‘Green Pharmacy Products’ influence pharmacy customers’ decision-making when purchasing products, with ‘Green Knowledge’ as an intervening variable. This observational study uses a cross-sectional design and accidental sampling, involving 268 pharmacy customers whose data were collected via a questionnaire. The data were collected via a questionnaire and analyzed using SmartPLS software with Structural Equation Modeling (SEM-PLS) to test the hypotheses. Green Pharmacy products have a significant indirect effect on consumer decision-making behavior, with Green Knowledge acting as an intervening variable (P=0.000), and Green Pharmacy products also have a significant direct effect on consumer decision-making behavior (P=0.000). Green Pharmacy products influence consumers’ decision-making behavior when purchasing products directly, whilst the intervening variable of ‘Green Knowledge’ exerts an indirect influence. The direct and indirect pathways differ.
Institution: Politeknik Bina Husada Kendari
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7225341313