The Relationship Between Green Marketing Mix and Purchasing Decisions: The Role of Brand Image as Mediator

Abstract

Green marketing is any activity that will be carried out by a company that will minimize environmental damage. Green marketing consists of 4 marketing mix elements namely product, price, place, and promotions. Green marketing has the goal of improving relations between industries and their environment in order to provide oversight of the impact on the economy and be responsive to government regulations regarding the environment. The proposed framework aims to analyse whether the practice of the green marketing mix dimension consisting of product, price, place, and promotion influences purchasing decision mediated by brand image. Overall, there are four hypotheses proposed by the researchers in this conceptual article. The recommended method to test the conceptual framework is the structural equation model analysis where mediation variables are applied. The validity test shall use confirmatory factor analysis while the reliability test uses Cronbach's Alpha. This article suggests further research for empirical testing by collecting data from respondents.

Analisis green price dan green place terhadap keputusan pembelian produk Tupperware di Kecamatan Tapian Dolok

“…Dalam perspektif marketing, keputusan pembelian ditentukan oleh beberapa factor yaitu harga (Suharso, 2020) dan tempat atau lokasi (Aeni, 2020). Dalam konsep green, harga dan tempat menjadi green price dan green place yang memiliki hubungan dengan keputusan pembelian (Hadi et al, 2023).…”