Bottled Water Purchase Decisions: A Study of Brand Image as a Green Marketing Medium in Purchase Decisions

Document Type : Research Paper

Authors

1 Entrepreneurship, STEKOM University

2 Computer System, STEKOM University, Semarang, Indonesia

Abstract

This study aims to examine the direct influence of green marketing on the purchase choices of packaged drinking water (AMDK). Furthermore, the study seeks to analyze the immediate effect of green marketing on the brand image of bottled water goods as well as the direct correlation between brand image and consumers' purchase choices of bottled water products. The study seeks to examine the indirect impact of green marketing on brand image-mediated purchase choices for bottled drinking water products. The influence of green marketing on the consumer's choice to purchase bottled drinking water (AMDK) is both direct and indirect, with the brand image serving as a mediating factor. The present study employs a quantitative/positivistic research approach, which is grounded in the belief that symptoms can be categorized and that their relationships can be understood in terms of cause and effect. Consequently, researchers may effectively investigate the phenomenon by concentrating on a limited number of factors. The research shows green marketing has a positive and significant effect on brand image, green marketing has a positive and significant effect on buyer satisfaction, and brand image has a positive and significant effect on buyer satisfaction. The perception of a firm plays a crucial role in influencing purchasing decisions through green marketing. When a company uses good green marketing, it will not only affect people's decisions to buy, but it will also affect how people think of the brand, which will have an indirect effect on people's decisions to buy. This study investigates how green marketing theory and brand image affect customers' bottled drinking water (AMDK) purchases, which is important for theoretical understanding. This guideline helps AMDK producers embrace green marketing methods to maintain their product brand image. The value of the study lies in the research object, namely bottled drinking water products, especially those that have implemented environmentally friendly products and green marketing as their marketing strategy. Brand image is placed as a mediating variable, which is also a novelty of research, especially for environmentally friendly product brands.

Keywords

References

Agustina, R. N., & Diharto, A. K. (2023). Pengaruh NCT Dream Sebagai Brand Ambasador Dan Promosi Media Sosial Terhadap Minat Beli Produk Mie Lemonilo Melalui Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Penggemar NCT Dream di Surakarta). UIN Surakarta.
Akanle, O., Ademuson, A. O., & Shittu, O. S. (2020). Scope and limitation of study in social research. Contemporary Issues in Social Research, 105–114.
Ali, H., Zainal, V. R., & Ilhamalimy, R. R. (2021). Determination of Purchase Decisions and Customer Satisfaction: Analysis of Brand Image and Service Quality (Review Literature of Marketing Management). Dinasti International Journal of Digital Business Management, 3(1), 141–153.
Ali, M. (2021). A social practice theory perspective on green marketing initiatives and green purchase behavior. Cross Cultural & Strategic Management, 28(4), 815–838.
Amirullah. (2015). Metode Penelitian Manajemen. Bayu Media Publishing.
Anggraini, S. S., & Syahrinullah, S. (2023). Pengaruh Green Marketing Dan Citra Merek Terhadap Keputusan Pembelian Produk Le Minerale. Forecasting: Jurnal Ilmiah Ilmu Manajemen, 2(1), 161–170.
Boisen, M., Terlouw, K., Groote, P., & Couwenberg, O. (2018). Reframing place promotion, place marketing, and place branding-moving beyond conceptual confusion. Cities, 80, 4–11.
Brennan, R., Canning, L., & McDowell, R. (2020). Business-to-business marketing. Sage.
Chakraborty, U., & Bhat, S. (2018). The effects of credible online reviews on brand equity dimensions and its consequence on consumer behavior. Journal of Promotion Management, 24(1), 57–82.
Chalimatuz, K., N., & K, R. (2017). The Effect of Green Marketing Through Corporate Social Responsibility and Brand Image on the Purchase Intention of the Body Shop Customers in Malang. Russ J Agric Socio-Economic Sci, 65(5).
Chen, L., Halepoto, H., Liu, C., Kumari, N., Yan, X., Du, Q., & H, M. (2021). Relationship Analysis Among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention. Sustain, 13(22).
Chen, Y.-S., Huang, A.-F., Wang, T.-Y., & Chen, Y.-R. (2020). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management & Business Excellence, 31(1-2), 194–209.
Devi Juwaheer, T., Pudaruth, S., & M, M. E. N. (2012). Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World J Entrep Manag Sustain Dev, 8(1), 36–59.
Durge, N., Mantha, S., & Phalle, V. (2021). Interpretive Structural Modeling (ISM) for analysis of factors affecting marketing efficiency of fresh mango supply Chain: Indian Perspective. International Journal of Supply and Operations Management, 8(4), 416–438.
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308.
Ferdinand, A. (2020). Structural Equation Modelling Dalam Penelitian Manajemen : Aplikasi Model-Model Rumit Dalam Penelitian Untuk Tesis Magister dan Disertasi Doktor. BP UNDIP.
Gelderman, C. J., Schijns, J., Lambrechts, W., & Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business‐to‐business context. Business Strategy and the Environment, 30(4), 2061–2076.
Ghozali, H. I. (2006). Aplikasi Analisis Multivariat Dengan Program SPSS. Badan Penerbit Universitas Diponegoro.
Ghozali, I. (2017). Model Persamaan Struktural. Konsep dan Aplikasi Dengan Program AMOS 24.0. Update Bayesian SEM. In Model Persamaan Struktural. Konsep dan Aplikasi Dengan Program AMOS 24. Update Bayesian SEM. https://doi.org/10.1016/j.ando.2009.02.007
Habib, S., Hamadneh, N. N., & Khan, M. A. (2021). Influence of electronic word of mouth (Ewom) and relationship marketing on brand resonance: A mediation analysis. Sustainability, 13(12), 6833.
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective. In Multivariate Data Analysis: A Global Perspective.
Hien, N., Phuong, N., Tran, T. Van, & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205–1212.
Islam, D. (2018). Tinjauan Penerapan Konsep Green Marketing dalam Pelestarian Lingkungan. J Pamator [Internet, 11(1), 10–18. https://doi.org/10.21107/pamator.v11i1.4436
Available from:
Kim, R. B., & Chao, Y. (2019). Effects of brand experience, brand image and brand trust on brand building process: The case of Chinese millennial generation consumers. Journal of International Studies, 12(3).
Kisieliauskas, J., & Jančaitis, A. (2022). Green marketing impact on perceived brand value in different generations. Management Theory and Studies for Rural Business and Infrastructure Development, 44(2), 125–133.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity. John Wiley & Sons.
Le, T. T. (2022). Corporate social responsibility and SMEs’ performance: mediating role of corporate image, corporate reputation and customer loyalty. International Journal of Emerging Markets.
Leggen, L. N. (2023). Green brand image in digital retail: a research on green labeling impact on willingness to pay.
Mahraz, M.-I., Benabbou, L., & Berrado, A. (2022). Machine Learning in Supply Chain Management: A Systematic Literature Review. International Journal of Supply and Operations Management, 9(4), 398–416.
Mehraj, D., Qureshi, I. H., Singh, G., Nazir, N. A., Basheer, S., & Nissa, V. u. (2023). Green marketing practices and green consumer behavior: Demographic differences among young consumers. Business Strategy & Development.
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinates of consumers’ intention to green purchase decision in a new developing nation. Sustainability, 12(19), 7880.
Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific J Bus Adm, 15(1), 96–116.
Nurhayati, T., & Hendar, H. (2020). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing, 11(3), 603–620.
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business Horizons, 64(2), 285–293.
Panwar, D., Anand, S., Ali, F., & Singal, K. (2019). Consumer decision making process models and their applications to market strategy. International Management Review, 15(1), 36–44.
Priatna, H. D. K., ST, S. I. P., MM, C., Winna Roswinna, S., Komariah, I. H. A., Limakrisna, I. N., & MM, C. M. A. (2023). Research Methods for Business and Social. Deepublish.
Putri, K. A. M. A., & Yasa, N. N. K. (2022). The Role of Customer Satisfaction as Mediating Variable on the Effect of Brand Image towards Coffee Shop Customer’s Repurchase Intention. European Journal of Business and Management Research, 7(2), 149–154.
Safrit, F. W. (2019). Healthcare Green Initiatives and Consumers’ Hospital Loyalty: A Quantitative Study of the Role of Green Consciousness. Northcentral University.
Sekaran. (2007). Research Method for Business (Metodologi Penelitian Untuk Bisnis, Edisi 4) (4th ed.). Salemba Empat.
Stevanie, C. (2015). Pengaruh Green Marketing Terhadap Nilai yang Dipersepsikan Dalam Keputusan Pembelian pada Ades (Studi Kasus pada Mahasiswa/i. Fakultas Komunikasi Dan Bisnis Telkom University), E-Proceeding of Management.
Sugiyono. (2017a). Metode Penelitian Kuantitatif,Kualitatif dan R&D. CV Alfabeta.
Sugiyono. (2017b). Penelitian Kuantitatif. In Pemaparan Metodenpenelitian Kuantitatif. CV Alfabeta.
Sugiyono. (2018). Metode Penelitian Kuantitatif (editor. (ed.); 1st ed. Se). Alfabeta.
Sutrasmawati, R. E. (2016). Pengaruh brand awareness dan brand image terhadap keputusan pembelian. Management Analysis Journal, 5(4).
Szabo, S., & Webster, J. (2021). Perceived greenwashing: the effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171, 719–739.
Tripathi, S., & Sharma, D. (2023). Green Marketing: Sustainable Strategies for Success. In Climate Change Management and Social Innovations for Sustainable Global Organization (pp. 76–92). IGI Global.
Wang, S., Liu, M. T., & A, P. (2022). A bibliometric analysis of green marketing in marketing and related fields: From 1991 to 2021 ahead-of-print. Asia Pacific J Mark Logist.
Widodo, S. (2020). Pengaruh Green Product dan Green Marketing terhadap Keputusan Pembelian Produk Elektronik Merek Sharp di Electronic City Cipinang Indah Mall Jakarta Timur. J Ilm M-Progress, 10(1).
Widyastuti, S., Said, M., Siswono, S., & Firmansyah, D. A. (2019). Customer trust through green corporate image, green marketing strategy, and social responsibility: A case study.
Wulandari, R. D., & Iskandar, D. A. (2018). Pengaruh citra merek dan kualitas produk terhadap keputusan pembelian pada produk kosmetik. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 3(1), 11–18.
Yahya. Y. (2022). Green Brand Image Terhadap Purchase Intention Dengan Green Trust Sebagai Variabel Intervening. J Ilm Manaj Dan Bisnis, 1(1), 17–38.
International Journal of Supply and Operations Management
Volume 11, Issue 1
February 2024
Pages 83-99

Files

Share

How to cite

Statistics