The Impact of Green Marketing on the Purchase of Green Consumer Goods

Abstract

The existence of environmental issues makes consumers start using green products, and it cause the trend of green products to increase. Therefore, companies entering the green product market need a new marketing strategy in marketing their products. Previous research found a new marketing concept called green marketing. The study is important because the concept of green marketing is very different from ordinary marketing concepts, and consumers still feel foreign about green products. Hence, companies need to research to find out what green marketing factors are suitable for consumers, especially Indonesian consumers, to influence the purchase of green consumer goods. The methodology used in the research is a quantitative approach by distributing questionnaires as a measuring tool, and PLS - SEM is used as an analytical tool. The findings of this study are eco labels, eco brands, and environment advertisements have a significant positive influence in building purchase decisions of consumers through purchase intention. Companies that want to enter the green market need to consider the results of this study as a consideration in creating an effective marketing strategy.

Keywords: Green Consumer Goods, Green Marketing, Purchase Decisions