scholarly journals The Effect Green Marketing Mix on Corporate Image as Well as Implication for Purchase Intention of Food and Beverages Companies In Indonesia

2021 ◽  
Vol 2 (2) ◽  
pp. 210-222
Author(s):  
Ryan Johan Sembiring
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Marketing Mix ◽  
Corporate Image ◽  
Green Marketing ◽  
Coefficient Of Determination ◽  
Equation Modeling ◽  
Green Product ◽  
Verification Methods ◽  
Food And Beverage

This study aims to analyze and prove effect of the green marketing-based marketing mix consisting of (green product, green price, green distribution, green promotion) on corporate image and its implications for the purchase intention of food and beverage companies in Indonesia, partially or jointly and the effect of the green marketing-minded marketing mix consisting of (green product, green price, green distribution, green promotion) and corporate image on the purchase intention of food and beverage companies in Indonesia, both partially or collectively. The research method used in this research is descriptive and verification methods with a sample of 205 respondents, and the data analysis method used is SEM (Structural Equation Modeling) using the Lisrel Program. Based on the research results, the following findings were found as green product, green price, green distribution and green promotion both partially and collectively have a positive and significant effect on corporate image with a coefficient of determination (R2) of 88%. Likewise, green product, green price, green distribution, green promotion and corporate image either partially or collectively have a positive and significant effect on purchase intention with a coefficient of determination (R2) of 98%. This research finds and proves that to increase purchase intention it is necessary to increase the marketing mix with a marketing perspective (green product, green price, green distribution and green promotion) and corporate image in the non-physical identity dimensions needs to be improved.

scholarly journals PERAN INNOVATIVENESS SEBAGAI MODERASI PADA KETERKAITAN PENGARUH SOSIAL TERHADAP MINAT PEMBELIAN KOPI STARBUCKS

2020 ◽  
Vol 4 (1) ◽  
pp. 174
Author(s):  
Miharni Tjokrosaputro ◽  
Cokki Cokki
Keyword(s):  
Structural Equation Modeling ◽  
Social Influence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Green Product ◽  
Convenience Sampling

Tujuan penelitian ini adalah untuk mengetahui apakah keinovatifan dapat memoderasi peran pengaruh sosial terhadap minat pembelian kopi Starbucks sebagai produk hijau. Penelitian ini menggunakan metode survey. Responden adalah 100 konsumen Starbucks. Teknik pengambilan sampel adalah convenience sampling. Teknik pengumpulan data menggunakan kuesioner. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling. Hasil penelitian menunjukkan bahwa pengaruh sosial berpengaruh terhadap niat membeli kopi Starbucks dan keinovatifan konsumen tidak memoderasi peran pengaruh sosial terhadap minat pembelian kopi Starbuck sebagai produk hijau. The purpose of this study was to determine whether innovativeness can moderate the role of social influence in the purchase intention of Starbucks coffee as a green product. Respondents were 100 Starbucks consumers. The sampling technique is convenience sampling. Data collection techniques using a questionnaire by survey method. Data analysis techniques using Partial Least Square-Structural Equation Modeling. The results showed that social influence had effect on Starbucks coffee purchase intentions and consumer innovativeness did not moderate the role of social influence on the purchase intention of Starbuck coffee as a green product. This might be due to brand equity factors, collectivistic culture and limited sample size, which can be suggested for future researchers.

scholarly journals Going Green- The Road ahead for Green Challenges in India

2019 ◽  
Vol 8 (2S6) ◽  
pp. 629-633
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Age Groups ◽  
Equation Modeling ◽  
Green Product ◽  
Product Knowledge ◽  
The Road ◽  
Sustainable Environment ◽  
Relationship Of ◽  
Product Perception

The paper aims to understand how people respond to the recent changes that are made due to environmental depletion. Green products are an outcome of the demand made by consumers and various government regulations over the manufacturers to maintain a sustainable environment. The knowledge of a consumer is highly important in identifying an actual green product over a presumed one. Purpose: To measure their level of perception and knowledge about a green product among various age groups and occupational categories. Methodology: Structural equation modeling (SEM) is used to study the relationship of green product perception and green product knowledge over green purchase intention. Garrett ranking was used to measure the reasons of purchase. Findings: Green product perception has more impact over green purchase intention than green product knowledge. Necessity and cost of the product were the main reasons for purchasing a product. Implications: The green product perception was more influential in green purchase intention. Hence these factors may be taken for consideration in improving the product quality meeting the perception of consumers about the product. Keeping a regular check over the product’s quality may also improve the sales of the product.

scholarly journals The Impact of Enviropreneurial Orientation on Small Firms’ Business Performance: The Mediation of Green Marketing Mix and Eco-Labeling Strategies

2019 ◽  
Vol 12 (1) ◽  
pp. 221 ◽  
Author(s):  
Eijaz Ahmed Khan ◽  
Pradip Royhan ◽  
M. Ashiqur Rahman ◽  
Mohammed Mizanur Rahman ◽  
Ahmed Mostafa
Keyword(s):  
Structural Equation ◽  
Business Performance ◽  
Small Firms ◽  
Marketing Mix ◽  
Green Marketing ◽  
Equation Modeling ◽  
Future Research ◽  
Mediation Effects ◽  
The Impact ◽  
Labeling Strategies

Global green trends are creating new challenges and opportunities for entrepreneurs worldwide with customers now more environmentally aware and willing to pay extra for green services and products. In considering this phenomenon, the current study focuses on the positive influence of enviropreneurial orientation on the business performance of small firms and explores the mediation effects of green marketing mix and eco-labeling strategies. Drawing upon the natural resource-based view (NRBV) and the dynamic capability view (DCV), we tested our multiple mediation model with a sample of owners/managers of 160 small firms from Bangladesh, with these firms coming from the sectors of trading, manufacturing, and services. To test the study’s hypotheses, we employed the variance-based structural equation modeling (SEM) method, using the partial least squares (PLS) technique. The results reveal that green marketing mix and eco-labeling strategies transmit the effect of enviropreneurial orientation to business performance of small firms. Both strategies are found to be mediators in the relationship between enviropreneurial orientation and business performance of small firms. The study also offers suggestions for future research.

scholarly journals Efek Green Marketing Mix terhadap Minat Beli Produk Ramah Lingkungan

2021 ◽  
Vol 5 (2) ◽  
pp. 220
Author(s):  
Krismi Budi Sienatra ◽  
Egar Sekar Evani
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Marketing Mix ◽  
Service Industries ◽  
Green Marketing ◽  
Environmental Damage ◽  
Analysis Tool ◽  
Green Product ◽  
Sample Number ◽  
Potential Buyer

The spread of environmental issue requires business units to prioritize sustainability in the system or products. Gradually the community becomes more aware of life environmental damage and efforts to preserve the environment. Under the conditions, like this environmental-friendly products are shown by several product and service industries. The purpose of this research is to find out whether green product and green promotion have positive impact on purchase intention of Eco bouquet product. The variables that are used are Green Product (X1), Green Promotion (X2) and Purchase Intention (Y). The object of this research is a florist who provides flower bouquets and souvenirs. The populations of this research are potential buyers and all the followers in promotion media, totally 150 people. Sample number collection in this research were accidental sampling technique on potential buyers, that is, a technique that is done accidentally where anyone who is considered suitable to be the source of data will be sampled in this research. The analysis tool that is used is multiple linear regression. The result of the regression analysis states that green product and green promotion have significant influence on purchase intention of Eco bouquet products. Maraknya isu lingkungan menuntut unit-unit usaha mengedepankan keberlanjutan (sustainability) dalam sistem maupun produk mereka. Masyarakat lambat laun semakin sadar akan kerusakan lingkungan hidup dan upaya-upaya untuk melestarikan lingkungan. Dalam kondisi seperti ini, produk ramah lingkungan dimunculkan oleh beberapa industri produk dan jasa. Penelitian ini bertujuan untuk mengetahui apakah bagian dari konsep green marketing mix yaitu green product dan green promotion memiliki dampak positif terhadap minat beli produk Eco Bouquet. Variabel yang digunakan yaitu Green Product (X1), Green Promotion (X2) dan Minat Beli (Y). Obyek penelitian ini adalah florist yang menyediakan buket bunga dan souvenir yang ramah lingkungan. Populasi dalam penelitian ini adalah potential buyer Noir Florist, yaitu seluruh konsumen yang tahu tentang produk florist secara umum, konsumen yang pernah melakukan pembelian dan seluruh pengikut media promosi florist Eco Bouquet yang berjumlah 150 orang. Pengambilan jumlah sampel pada penelitian ini menggunakan teknik accidental sampling pada potential buyer Noir Florist, yaitu teknik yang dilakukan secara kebetulan dimana siapa saja yang dianggap cocok menjadi sumber data yang akan menjadi sampel dalam penelitian ini. Alat analisis yang digunakan adalah regresi linear berganda. Hasil analisis regresi menyatakan bahwa green product dan green promotion memiliki pengaruh yang signifikan terhadap minat beli produk Eco bouquet.

scholarly journals Greenwashing Study and Consumers’ Behavioral Intentions

2020 ◽  
Vol 4 (3) ◽  
pp. 229
Author(s):  
Eduardo Roque Mangini ◽  
Lucimaura Martins Amaral ◽  
Marco Antonio Conejero ◽  
Cristiane Sales Pires
Keyword(s):  
Cross Section ◽  
Behavioral Intention ◽  
Purchase Intention ◽  
Structural Equation ◽  
Research Method ◽  
Predictor Variable ◽  
Green Marketing ◽  
Equation Modeling ◽  
Environmental Activity ◽  
Marketing Approach

The concern with the environment can change the consumer’s view, who seeks eco-friendly products. On the other hand, greenwashing is an act of disguising a weak environmental activity by companies. The aim of this paper is to analyze Greenwashing as a predictor variable of Consumer Perceived Confusion and Trust and how these two constructs influence Behavioral Intention. The research method is quantitative, with a cross-section, non-probabilistic and accessibility sample. The statistical analysis used Structural Equation Modeling. The analyzed product announces that has green marketing approach, but it is considered a deceptive action to deceive the consumer. The proposed hypotheses were statistically supported and as contributions this paper approached the existing relations between greenwashing and purchase intention, showing the importance of the Consumer Perceived Confusion and Trust constructs applied in the conceptual model. The study proved that consumer when perceiving Greenwashing tends not to trust in the product and in the brand. The biggest challenges for companies are taking actions that can represent a concern for the environment since consumers pay more attention to these factors and are less likely to accept the practice of greenwashing.

scholarly journals Consumer Behavior in Clothing Industry and Its Relationship with Open Innovation Dynamics during the COVID-19 Pandemic

2021 ◽  
Vol 7 (4) ◽  
pp. 211
Author(s):  
Ardvin Kester S. Ong ◽  
Maria Arielle Cleofas ◽  
Yogi Tri Prasetyo ◽  
Thanatorn Chuenyindee ◽  
Michael Nayat Young ◽  
...  
Keyword(s):  
Latent Variable ◽  
Purchase Intention ◽  
Structural Equation ◽  
Marketing Mix ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Fashion Industry ◽  
Buying Behavior ◽  
Online Questionnaire ◽  
Innovation Dynamics

The fashion industry has been continuously growing over the years, yet it is an industry that was greatly affected by the COVID-19 pandemic. The purpose of the study was to determine the factors affecting buying behavior of Filipinos towards clothing apparel during the COVID-19 pandemic. There were 457 respondents who voluntarily participated and answered an online questionnaire. Structural equation modeling (SEM) indicated that marketing mix was found to have significant effects on attitude, subjective norm, and perceived behavioral control, which subsequently led to purchase intention. In addition, the COVID-19 latent variable was found to have significant effects on self-perceived severity and self-efficacy, which subsequently led to attitude and purchase intention. Interestingly, marketing mix was found to have the highest effect on actual purchase, which indicated that innovation dynamics are the keys for the buying behavior. The SEM construct can be applied to determine the clothing apparel buying behaviors of consumers in other countries, particularly during the COVID-19 pandemic. Finally, advertisements, promotions, sales, and health safety should be considered as innovation dynamics during the COVID-19 pandemic.

scholarly journals SIKAP PENUMPANG GARUDA INDONESIA TERHADAP TRAY-SET GREEN PRODUCT

2018 ◽  
Vol 15 (1) ◽  
pp. 1-21 ◽  
Author(s):  
Ghita Yasaningthias
Keyword(s):  
Structural Equation ◽  
Behavioral Control ◽  
Marketing Mix ◽  
Subjective Norms ◽  
Equation Modeling ◽  
Perceived Behavioral Control ◽  
Green Product ◽  
Perceive Behavioral Control ◽  
Managerial Implications ◽  
The Relationship

The purpose of this study was to analyze the relationship between the attitude toward the behavior (ATB) of using the tray set green product to the intention of using the tray-set green product, to analyze the relationship between the subjective norms (SN) to the intention of using the tray-set green product, to analyze the relationship between the perceived behavioral control (PBC) to the intention of using the tray-set green product, to analyze the consumers’ attitudes toward the preferences of the desired attributes of the tray-set green product and to formulate the managerial implications which can be applied by PT Garuda Indonesia.  The data collection was conducted in July – August 2012. Data was collected from 200 respondents who had used the services of PT Garuda Indonesia. Descriptive, Konjoint, and Structural Equation Modeling (SEM) was used to analyze the relationship between ATB, SN and PBC to the interest of using tray-set green product. The result of the study indicated that the attitude Toward Behavior, Subjective norms, perceive behavioral control had significant value to the interest. The attributive preferences desired from the tray-set green product are stronger materials, eco-friendly packaging and interesting shapes. The result of this study recommended that to improve the marketing mix strategies to enhance the passengers’ interest in using tray-set green product.

Investigating the Role of Selected Marketing-Mix Variables in Formatting Corporate Image in Egyptian Market

2014 ◽  
Vol 3 (4) ◽  
pp. 237
Author(s):  
Ahmed Yehia Ebeid
Keyword(s):  
Structural Equation ◽  
Marketing Mix ◽  
Corporate Image ◽  
Equation Modeling ◽  
Questionnaire Response ◽  
Consumer Markets ◽  
Proposed Model ◽  
Business Market ◽  
Price Advertising ◽  
Distribution Intensity

The current study aims at investigating the relationship between selected marketing-mix variables (i.e., price, advertising, monetary promotion, distribution intensity) and corporate image, in the consumer markets, unlike research that concerned business market, or/and different group of marketing-mix variables, in terms of addressing their expected relationships with corporate image. The questionnaire response rate is approximately 83%. Structural equation modeling was used to investigate the proposed relationships, and the model`s fit as well. Significance of all relationships were verified, and the  proposed model fits the data. Implications, limitations,  and further research are provided.

scholarly journals Green product purchase intention: impact of green brands, attitude, and knowledge

2016 ◽  
Vol 118 (12) ◽  
pp. 2893-2910 ◽  
Author(s):  
Norazah Mohd Suki
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Structural Model ◽  
Equation Modeling ◽  
Green Product ◽  
Brand Positioning ◽  
Content Type ◽  
Brand Knowledge ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention. Design/methodology/approach A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0. Findings Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention. Practical implications Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products. Originality/value The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.

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