Articlediamond2022

ANALYSIS OF CONSUMERS' GREEN PURCHASE BEHAVIOR ON BOTTLED WATER THROUGH A GREEN BRAND IMAGE APPROACH

Budi Setiawan · Gen Gen Gendalasari · Dewi Raisa Putrie

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

This study analyzes the effect of greenwash on consumer green purchasing behavior by a company mediated by the role of a company's green brand image. This study was conducted on consumers who know about bottled drinking water product brands in Indonesia. Primary data was performed using a questionnaire with a total of 385 data. The data in this study is quantitative. This study uses Structural Equation Modeling (SEM). The software used in this study is LISREL 8.8 and SPSS 22. The results of this study are that greenwashing has a negative effect on the brand image of green companies, and green brand image has a positive effect on green consumer purchases. Green brand image has an essential role in mediating the effect of greenwashing on green consumer purchase behavior. Therefore, companies need to reduce greenwashing activities and enhance their green brand image to increase green consumer purchase behavior.

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2013Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels 2012Enhance green purchase intentions 2012Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk 2011Feeling Ambivalent About Going Green 2012Conceptualizing and measuring environmentally responsible behaviors from the perspective of community-based tourists 2018Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty 2021Greenwash and green purchase behavior: an environmentally sustainable perspective 2019Predicting eco-conscious consumer behavior using theory of planned behavior in Pakistan

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