The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care product
Consumer awareness of environmental issues is increasing, which impacts marketing efforts to encourage consumer buying interest. This study aims to determine the role of the image of green brands in intervening with the influence of green marketing and corporate social responsibility in increasing t...
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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2025-04-01
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| Series: | Innovative Marketing |
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| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21944/IM_2025_02_Sutisna.pdf |
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| author | Sutisna Elisiyah Umalihayati Syamsul Hidayat Theresia Gunawan |
| author_facet | Sutisna Elisiyah Umalihayati Syamsul Hidayat Theresia Gunawan |
| author_sort | Sutisna |
| collection | DOAJ |
| description | Consumer awareness of environmental issues is increasing, which impacts marketing efforts to encourage consumer buying interest. This study aims to determine the role of the image of green brands in intervening with the influence of green marketing and corporate social responsibility in increasing the purchase intention of green brands of personal care products in Indonesia. This study surveyed 200 adolescent and adult women using Google Forms. The sampling technique employed was regional sampling. The data analysis employed a structural equation model utilizing SMART-partial least square.The study’s findings suggest that green marketing (β = 0.665, p = 0.000) and corporate social responsibility (β = 0.205, p = 0.000) are essential for establishing an image of a green brand. Additional findings indicate that green marketing (β = 0.399, p = 0.000) substantially enhances customer purchase intention, whereas corporate social responsibility (β = 0.177, p = 0.071) does not. This study further reinforces the image of green brands as an intervening variable in the relationship between green marketing and customer purchase intention (β = 0.189, p = 0.001), while it does not serve as a mediator for corporate social responsibility (β = 0.058, p = 0.052). This research elucidates the significance of marketing managers in the effective creation of green marketing programs to enhance the image of green brands and consumer purchasing intentions. |
| format | Article |
| id | doaj-art-3bc401eabc384bc8ad7435084635d738 |
| institution | Kabale University |
| issn | 1814-2427 1816-6326 |
| language | English |
| publishDate | 2025-04-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj-art-3bc401eabc384bc8ad7435084635d7382025-08-20T03:28:18ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262025-04-0121211310.21511/im.21(2).2025.0121944The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care productSutisna0https://orcid.org/0009-0005-2443-3657Elisiyah1Umalihayati2https://orcid.org/0009-0003-3250-1117Syamsul Hidayat3https://orcid.org/0000-0003-1896-6172Theresia Gunawan4https://orcid.org/0000-0001-6178-6375Associate Professor of Marketing, Department of Management, Postgraduate Program, Bina Bangsa University, IndonesiaPostgraduate Student, Department of Management, Bina Bangsa University, IndonesiaAssistant Professor of Educational Management, Department of Educational Management, Bina Bangsa University, IndonesiaAssistant Professor of Management, Department of Management, Faculty of Economics and Business, Bina Bangsa University, Indonesia Associate Professor of Business Administration, Department of Business Administration, Faculty of Social Science and Political Science, Parahyangan University, IndonesiaConsumer awareness of environmental issues is increasing, which impacts marketing efforts to encourage consumer buying interest. This study aims to determine the role of the image of green brands in intervening with the influence of green marketing and corporate social responsibility in increasing the purchase intention of green brands of personal care products in Indonesia. This study surveyed 200 adolescent and adult women using Google Forms. The sampling technique employed was regional sampling. The data analysis employed a structural equation model utilizing SMART-partial least square.The study’s findings suggest that green marketing (β = 0.665, p = 0.000) and corporate social responsibility (β = 0.205, p = 0.000) are essential for establishing an image of a green brand. Additional findings indicate that green marketing (β = 0.399, p = 0.000) substantially enhances customer purchase intention, whereas corporate social responsibility (β = 0.177, p = 0.071) does not. This study further reinforces the image of green brands as an intervening variable in the relationship between green marketing and customer purchase intention (β = 0.189, p = 0.001), while it does not serve as a mediator for corporate social responsibility (β = 0.058, p = 0.052). This research elucidates the significance of marketing managers in the effective creation of green marketing programs to enhance the image of green brands and consumer purchasing intentions.https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21944/IM_2025_02_Sutisna.pdfcorporate social responsibilitygreen marketingIndonesiapersonal carepurchase intention |
| spellingShingle | Sutisna Elisiyah Umalihayati Syamsul Hidayat Theresia Gunawan The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care product Innovative Marketing corporate social responsibility green marketing Indonesia personal care purchase intention |
| title | The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care product |
| title_full | The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care product |
| title_fullStr | The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care product |
| title_full_unstemmed | The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care product |
| title_short | The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care product |
| title_sort | intervening role of the image of green brands in increasing green brands purchasing intention of personal care product |
| topic | corporate social responsibility green marketing Indonesia personal care purchase intention |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21944/IM_2025_02_Sutisna.pdf |
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