Articlediamond2023

Effect of Green Marketing and Corporate Social Responsibility on Purchase Decisions Mediated by Brand Image (Study on Consumers of Avoskin Skincare Products in Denpasar City)

Ida Ayu Diksita Kinasih · I Gst. Ngurah Jaya Agung Widagda · I Ketut Rahyuda · Gede Suparna

13 citations0/0 files storedEuropean Journal of Business Management and Research

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

Environmental pollution is an important issue today that is the responsibility of consumers and business actors. Consumers and business actors are required to be aware and care about the environment. This study aims to explain the effect of green marketing and corporate social responsibility on purchase decision mediated by brand image. The population of this study are consumers of Avoskin skincare products in Denpasar City. The method of determining the sample is non-probability in the form of purposive sampling with a sample size of 180 respondents. The data collection method uses a questionnaire in the form of a Google Form which is distributed via social media. The data analysis technique of this research uses Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results of this study indicate that green marketing and corporate social responsibility have a positive and significant effect on purchase decision, green marketing and corporate social responsibility have a positive and significant effect on brand image, brand image has a positive effect on purchase decision and brand image is able to partially mediate the effect of green marketing and corporate social responsibility on purchase decision. Based on the results of this research, it is hoped that the results of this research will be able to enrich the development of marketing management knowledge, especially related to consumer behavior, and be able to become a reference for policy makers to further enhance the application of green marketing and CSR in order to build a brand image so as to increase purchase decision for Avoskin skincare products.

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References

1991The theory of planned behavior 2004Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause 1994An Introduction To Green Marketing 2020Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation 2018Consumer's response to CSR activities: Mediating role of brand image and brand attitude 2018An examination of the factors affecting consumer’s purchase decision in the Malaysian retail market 2019The impact of perceived CSR on corporate reputation and purchase intention 2020Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective

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