Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator
Purpose: This study analyzes how the cosmetic industry in Indonesia applies green marketing strategies responsibly. It also investigates how brand image mediates the relationship between green marketing, perceived value, and purchase decisions. Method: We employed a quantitative research methodolog...
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| Format: | Article |
| Language: | English |
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Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business
2025-05-01
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| Series: | Journal of Enterprise and Development |
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| Online Access: | https://journal.uinmataram.ac.id/index.php/jed/article/view/13176 |
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| author | Salsa Jihan Fadilah Muhartini Salim |
| author_facet | Salsa Jihan Fadilah Muhartini Salim |
| author_sort | Salsa Jihan Fadilah |
| collection | DOAJ |
| description |
Purpose: This study analyzes how the cosmetic industry in Indonesia applies green marketing strategies responsibly. It also investigates how brand image mediates the relationship between green marketing, perceived value, and purchase decisions.
Method: We employed a quantitative research methodology, using purposive sampling to recruit 200 participants who were familiar with Avoskin products. Data were collected through online questionnaires distributed via social media platforms. To analyze the relationships among the study variables, we applied SEM-PLS approach.
Result: Our findings indicate that both green marketing and perceived value exert significant and positive influences on consumers' purchase decisions. Furthermore, we found that brand image functions as a mediating variable, enhancing the effects of green marketing and perceived value on purchasing behavior. A strong brand image amplifies the impact of environmentally friendly marketing efforts and consumers' value perceptions, thereby reinforcing their likelihood of making a purchase.
Practical Implications for Economic Growth and Development: This research shows that environmentally friendly marketing strategies in the cosmetics sector can drive sustainable economic development by boosting product competitiveness, fostering green innovation, and aligning with consumer preferences.
Originality/Value: The originality of our research lies in the inclusion of perceived value as a critical yet underexplored factor in the context of green marketing. By highlighting its role—alongside brand image—in shaping purchase decisions, this study offers novel insights into consumer behavior in the Indonesian cosmetics market.
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| format | Article |
| id | doaj-art-c4331b4d709e457fac401bbd2c6e201d |
| institution | OA Journals |
| issn | 2715-3118 2685-8258 |
| language | English |
| publishDate | 2025-05-01 |
| publisher | Universitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and Business |
| record_format | Article |
| series | Journal of Enterprise and Development |
| spelling | doaj-art-c4331b4d709e457fac401bbd2c6e201d2025-08-20T02:25:08ZengUniversitas Islam Negeri (UIN) Mataram, Faculty of Islamic Economics and BusinessJournal of Enterprise and Development2715-31182685-82582025-05-017210.20414/jed.v7i2.13176Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a MediatorSalsa Jihan Fadilah0Muhartini Salim1Bengkulu University, IndonesiaBengkulu University, Indonesia Purpose: This study analyzes how the cosmetic industry in Indonesia applies green marketing strategies responsibly. It also investigates how brand image mediates the relationship between green marketing, perceived value, and purchase decisions. Method: We employed a quantitative research methodology, using purposive sampling to recruit 200 participants who were familiar with Avoskin products. Data were collected through online questionnaires distributed via social media platforms. To analyze the relationships among the study variables, we applied SEM-PLS approach. Result: Our findings indicate that both green marketing and perceived value exert significant and positive influences on consumers' purchase decisions. Furthermore, we found that brand image functions as a mediating variable, enhancing the effects of green marketing and perceived value on purchasing behavior. A strong brand image amplifies the impact of environmentally friendly marketing efforts and consumers' value perceptions, thereby reinforcing their likelihood of making a purchase. Practical Implications for Economic Growth and Development: This research shows that environmentally friendly marketing strategies in the cosmetics sector can drive sustainable economic development by boosting product competitiveness, fostering green innovation, and aligning with consumer preferences. Originality/Value: The originality of our research lies in the inclusion of perceived value as a critical yet underexplored factor in the context of green marketing. By highlighting its role—alongside brand image—in shaping purchase decisions, this study offers novel insights into consumer behavior in the Indonesian cosmetics market. https://journal.uinmataram.ac.id/index.php/jed/article/view/13176Green MarketingPerceived ValuePurchase DecisionsBrand ImageCosmetic Industry |
| spellingShingle | Salsa Jihan Fadilah Muhartini Salim Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator Journal of Enterprise and Development Green Marketing Perceived Value Purchase Decisions Brand Image Cosmetic Industry |
| title | Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator |
| title_full | Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator |
| title_fullStr | Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator |
| title_full_unstemmed | Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator |
| title_short | Do Green Marketing and Perceived Value Impact Cosmetics Purchase Decisions? The Role of Brand Image as a Mediator |
| title_sort | do green marketing and perceived value impact cosmetics purchase decisions the role of brand image as a mediator |
| topic | Green Marketing Perceived Value Purchase Decisions Brand Image Cosmetic Industry |
| url | https://journal.uinmataram.ac.id/index.php/jed/article/view/13176 |
| work_keys_str_mv | AT salsajihanfadilah dogreenmarketingandperceivedvalueimpactcosmeticspurchasedecisionstheroleofbrandimageasamediator AT muhartinisalim dogreenmarketingandperceivedvalueimpactcosmeticspurchasedecisionstheroleofbrandimageasamediator |