Factors Influencing The Purchasing Decision of Eco-Friendly Shopping Bags: Green Awareness as an Intervening Variable
Keywords:
green brand attribute, green advertising, green awareness, purchase decision, eco friendly shopping bags
Abstract
This study aims to analyze the factors influencing consumers' purchase of eco-friendly shopping bag products. The data obtained comes from 168 respondents, who are consumers that have previously purchased environmentally friendly shopping bags at Alfamart who lives at Solo Raya. Data measurement is conducted using the Structural Equation Model based on Partial Least Squares (PLS). The findings of the study suggest that green brand characteristics and green advertising play a role in shaping green awareness. Moreover, green awareness acts as a mediator between green brand attributes and purchasing choices, as well as between green advertising and purchasing choices. These research outcomes offer valuable insights for entrepreneurs to assess diverse factors impacting consumer purchasing behaviors, thereby potentially boosting company sales and profitability. This research contributes novelty by amalgamating a research model of factors influencing green awareness and green product purchasing decisions, wherein green awareness functions as an intervening variable.
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References
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Bano, N., Younas, T., Shoaib, F., Rashid, D., & Jaffri, N. (2020). Plastic: Reduce, recycle, and environment. Environmentally-Benign Energy Solutions, 191–208. https://doi.org/10.1016/j.jclepro.2019.118451
Clement, A. P., Jiaming, F., & Li, L. (2020). Green Advertising and Purchase Decisions in Live-streaming B2C and C2C Interactive Marketing. International Journal of Information & Management Sciences, 31(2).
Dong, X., Liu, S., Li, H., Yang, Z., Liang, S., & Deng, N. (2020). Love of nature as a mediator between connectedness to nature and sustainable consumption behavior. Journal of Cleaner Production, 242, 118451. https://doi.org/10.1016/j.jclepro.2019.118451
D’souza, C., & Taghian, M. (2005). Green advertising effects on attitude and choice of advertising themes. Asia Pacific Journal of Marketing and Logistics, 17(3), 51–66. https://doi.org/10.1108/13555850510672386
Grimmer, M., & Woolley, M. (2014). Green marketing messages and consumers’ purchase intentions: Promoting personal versus environmental benefits. Journal of Marketing Communications, 20(4), 231–250. https://doi.org/10.1080/13527266.2012.684065
Gupta, P. K., Shree, V., Hiremath, L., & Rajendran, S. (2019). The use of modern technology in smart waste management and recycling: artificial intelligence and machine learning. Recent Advances in Computational Intelligence, 173–188. https://doi.org/10.1007/978-3-030-12500-4_11
Javed, U., Rashid, M. A., Hussain, G., & Shafique, S. (2023). Consumers’ perception of green brand attributes and its outcomes: a sustainable perspective. Journal of Environmental Planning and Management, 1–23. https://doi.org/10.1080/09640568.2023.2178882
Joshi, Y., & Rahman, Z. (2019). Consumers’ sustainable purchase behaviour: Modeling the impact of psychological factors. Ecological Economics, 159, 235–243. https://doi.org/10.1016/j.ecolecon.2019.01.025
Kehutanan, K. L. H. dan. (2023). Komposisi Sampah Berdasarkan Jenis Sampah. Kementerian Lingkungan Hidup Dan Kehutanan. https://sipsn.menlhk.go.id/sipsn/
Lu, L.-C., Chang, H.-H., & Chang, A. (2015). Consumer personality and green buying intention: The mediate role of consumer ethical beliefs. Journal of Business Ethics, 127, 205–219. https://doi.org/10.1007/s10551-013-2024-4
Mohd Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/BFJ-06-2016-0295
Mukonza, C., & Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business Strategy and the Environment, 29(3), 838–845. https://doi.org/10.1002/bse.2401
Ng, P. F., Butt, M. M., Khong, K. W., & Ong, F. S. (2014). Antecedents of green brand equity: An integrated approach. Journal of Business Ethics, 121, 203–215. https://doi.org/10.1007/s10551-013-1689-z
Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Prima, R. (2017). Green brand image, green awareness, green advertisement, and ecological knowledge in improving green purchase intention and green purchase behavior on creative industry products. Journal of Economics, Business, and Accountancy Ventura, 20(2), 177–186. http://dx.doi.org/10.14414/jebav.v20i2.1126
Rajmohan, K. V. S., Ramya, C., Viswanathan, M. R., & Varjani, S. (2019). Plastic pollutants: effective waste management for pollution control and abatement. Current Opinion in Environmental Science & Health, 12, 72–84. https://doi.org/10.1016/j.coesh.2019.08.006
Sari, P. N. (2020). Bisnis Internasional : Konsep dan Aplikasi (1st ed.). CV Gerbang Media Aksara.
Sari, P. N. (2022). Analisis Pengaruh Zero Waste Lifestyle dan Green Perceived Value Terhadap Minat Pembelian. Jurnal Ekobistek, 382–388. https://doi.org/10.35134/ekobistek.v11i4.416
Sari, P. N., & Karsono, L. D. P. (2023a). Antecedents of Purchasing Eco-Friendly Shopping Bags : The Mediation Role of Green Awareness. Journal of Finance, Economics, and Business (Journal FEB), 1(2), 17–39. https://doi.org/https://doi.org/10.59827/jfeb.v1i2.71
Sari, P. N., & Karsono, L. D. P. (2023b). Factors Affecting Customer’s Purchase Decision while Shopping on Tiktok Live: Impulsive Buying as a Moderator. Relevance: Journal of Management and Business, 6(1). https://ejournal.uinsaid.ac.id/index.php/relevance/article/view/6262
Schuitema, G., & De Groot, J. I. M. (2015). Green consumerism: The influence of product attributes and values on purchasing intentions. Journal of Consumer Behaviour, 14(1), 57–69. https://doi.org/10.1002/cb.1501
Schwartz, D., Loewenstein, G., & Agüero-Gaete, L. (2020). Encouraging pro-environmental behaviour through green identity labelling. Nature Sustainability, 3(9), 746–752. https://doi.org/10.1038/s41893-020-0543-4
Song, Y., Qin, Z., & Yuan, Q. (2019). The impact of eco-label on the young Chinese generation: The mediation role of environmental awareness and product attributes in green purchase. Sustainability. https://www.mdpi.com/2071-1050/11/4/973
Sönnichsen, S. D., & Clement, J. (2020). Review of green and sustainable public procurement: Towards circular public procurement. Journal of Cleaner Production, 245, 118901. https://doi.org/10.1016/j.jclepro.2019.118901
Spranz, R., Schlüter, A., & Vollan, B. (2018). Morals, money or the master: The adoption of eco-friendly reusable bags. Marine Policy, 96, 270–277. https://doi.org/10.1016/j.marpol.2018.01.029
Strebinger, A. (2014). Rethinking brand architecture: a study on industry, company-and product-level drivers of branding strategy. European Journal of Marketing, 48(9/10), 1782–1804. https://doi.org/10.1016/j.marpol.2018.01.029
Suki, N. M. (2013). Green awareness effects on consumers’ purchasing decision: Some insights from Malaysia. International Journal of Asia-Pacific Studies, 9(2), 49–63. https://core.ac.uk/download/pdf/158571248.pdf
Top Brand Award. (2023). Top Brand Award. https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=6&id_subkategori=533
Tsai, P.-H., Lin, G.-Y., Zheng, Y.-L., Chen, Y.-C., Chen, P.-Z., & Su, Z.-C. (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56, 102162. https://doi.org/10.1016/j.jretconser.2020.102162
Wei, S., Ang, T., & Jancenelle, V. E. (2018). Willingness to pay more for green products: The interplay of consumer characteristics and customer participation. Journal of Retailing and Consumer Services, 45, 230–238. https://doi.org/10.1016/j.jretconser.2018.08.015
Xanthos, D., & Walker, T. R. (2017). International policies to reduce plastic marine pollution from single-use plastics (plastic bags and microbeads): A review. Marine Pollution Bulletin, 118(1–2), 17–26. https://doi.org/10.1016/j.marpolbul.2017.02.048
Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International Journal of Environmental Research and Public Health, 17(18), 6607. https://doi.org/10.3390/ijerph17186607
Published
2023-09-30
How to Cite
Sari, P. (2023). Factors Influencing The Purchasing Decision of Eco-Friendly Shopping Bags: Green Awareness as an Intervening Variable. Journal of Applied Business Administration, 7(2), 255-266. https://doi.org/10.30871/jaba.v7i2.6395
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