The Effect of Green Products and Brand Image on Purchasing Decisions for The Body Shop Indonesia Products
Abstract
This study aims to analyse the effect of green products and brand image on consumers' purchasing decisions regarding The Body Shop products in Cirebon City. The PLS-SEM analytical method is used in this quantitative study. The research subjects are consumers who are aware of, exposed to information about, or have used The Body Shop products. The sampling technique uses purposive sampling with a total of 120 participants. An assessment that uses a five-point Likert scale was used to gather data. The findings revealed that green products had a positive and significant effect on consumer purchasing decisions. Brand image was also found to have a positive and significant effect on purchasing decisions, and demonstrated a more dominant influence than green products. The R-Square value of 0.568 indicates that both variables are capable of explaining 56.8% of the variation in purchasing decisions. These results demonstrate that developing eco-friendly products alongside consistent brand image reinforcement can enhance consumer purchasing decisions.
Downloads
References
Aaker, D. A. (1996). Building Strong Brands. Free Press.
Abdul, M., Septyadi, K., Salamah, M., Nujiyatillah, S., Manajemen, M. S., Bhayangkara, U., & Raya, J. (2022). LITERATURE REVIEW KEPUTUSAN PEMBELIAN DAN MINAT BELI KONSUMEN PADA SMARTPHONE: HARGA DAN PROMOSI. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 3(1), 2022. https://doi.org/10.38035/jmpis.v3i1
Adellia Permana Sari, Asep Supriadi, & Hayati Nufus. (2025). Pengaruh Green Product terhadap Purchase Decision dengan Brand Image dan Perceived Value sebagai Variabel Mediasi. JUMBIWIRA : Jurnal Manajemen Bisnis Kewirausahaan, 4(2), 572–584. https://doi.org/10.56910/jumbiwira.v4i2.2746
Akbarullah, A. A., & Silitonga, P. (2024). THE IMPACT OF PRODUCT QUALITY, PRODUCT DESIGN AND PRICE PERCEPTION INCREASING PURCHASE DECISIONS MEDIATED BY BRAND IMAGE IN LOCK N LOCK INDONESIA. Business Management Analysis Journal (BMAJ), 7(1). https://doi.org/10.24176/bmaj.v7i1.11898
Anggraini, S. P., Kusmantini, T., & Salleh, F. (2024). Antecedents of stream services purchase decision. Journal of Management and Business Insight, 1(2), 133–142. https://doi.org/10.12928/jombi.v1i2.702
Augtiah, I., Susila, I., & Wiyadi. (2022). Pengaruh green product, green advertising, dan green brand image terhadap keputusan pembelian dengan consumer attitude sebagai variabel mediasi. Jurnal Manajemen Dan Bisnis.
BQ. Eka Sulistia Rahayu, Hilmiati, H., & Rusminah, R. (2023). The Influence of Green Product and Green Promotion on Intention to Buy PT Unilever Indonesia Tbk Products Among Students at Universitas Mataram. International Journal of Management Science, 1(1), 6–15. https://doi.org/10.59535/ijms.v1i1.23
Devi, A. C., Candra, A., Universitas, D., Perjuangan, B., Uus, K., Fadli, M. D., Buana, U., & Karawang, P. (2023). Analisis Keputusan Pembelian Produk E-Commerce Shopee Di Kalangan Mahasiswa Universitas Buana Perjuangan Karawang. Journal of Student Research (JSR), 1(5), 113–123. https://doi.org/10.55606/jsr.v1i5
Ellitan, L., Harvina, L. G. D., & Lukito, R. S. H. (2022). The Effect of Social Media Marketing on Brand Image, Brand Trust, and Purchase Intention of Somethinc Skincare Products in Surabaya. Journal of Entrepreneurship & Business, 3(2), 104–114. https://doi.org/10.24123/jeb.v3i2.4801
Ellitan, L., Sindarto, J., & Agung, D. A. (2023). The Influence of Brand Image and Product Innovation on Customer Repurchase Intention through The Mediation of Customer Satisfaction Towards Indomie. Journal of Entrepreneurship & Business, 4(1), 32–45. https://doi.org/10.24123/jeb.v4i1.5275
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook. Springer.
Jamal, F. N., Aisa, N. N., Othman, N. A., Advincula, G. B., & Rohmah, W. (2024). The role of green product as an intermediary of environmental attitude and environmental knowledge on green behavior. Jurnal Fokus Manajemen Bisnis, 14(1), 84–96. https://doi.org/10.12928/fokus.v14i1.9490
Kirana, S., Zuliansyah, A., & Devi, Y. (2025). The effect of Green Product, Green Perceived Value, and Environment Knowledge on Green Purchase Intention on Cleo Eco Green bottled water in Islamic Economic Perspective. Indonesian Journal of Islamic Economics and Finance, 5(1), 257–274. https://doi.org/10.37680/ijief.v5i1.7068
Luhung, R., Utama, W., Welsa, H., Cahya, A. D., Manajemen, ), & Ekonomi, F. (2024). PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP PURCHASE DECISION DAN BUYING INTEREST SEBAGAI VARIABEL INTERVENING PADA PIZZA HUT DI DAERAH ISTIMEWA YOGYAKARTA. Jurnal Manajemen Terapan Dan Keuangan (Mankeu), 13(04).
Oktavia, F., Puruwita, D., & Arvinta Monoarfa, T. (2025). Pengaruh Green Product, Green Price, dan Health Consciousness Terhadap Purchase Intention Melalui Customer Attitude Sebagai Variabel Mediasi Pada Konsumen Produk Tumbler Ramah Lingkungan Di DKI Jakarta. Jurnal Rumpun Manajemen Dan Ekonomi.
Ottman, J. A. (2011). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Berrett-Koehler Publishers.
Prihadini, D., & Fitra Nanda, I. (2023). Pengaruh Electronic Word Of Mouth dan Brand Image terhadap Keputusan Pembelian Sunscreen Azarine (Survei pada pengguna aplikasi tiktok). Jurnal Vokasi Administrasi Bisnis, 4(2). http://ojs.stiami.ac.id
Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (10th ed.). Pearson Prentice Hall.
Sedana, I. M. R. A., & Mahyuni, L. P. (2024). The Influence of Celebrity Endorsers, Brand Image, and Brand Awareness on Purchase Decisions with Purchase Interest as a Product Mediator of MS Glow for Men. Quantitative Economics and Management Studies, 5(4), 953–960. https://doi.org/10.35877/454ri.qems2802
Setiawan, B., Gendalasari, G. G., & Putrie, D. R. (2022). ANALYSIS OF CONSUMERS’ GREEN PURCHASE BEHAVIOR ON BOTTLED WATER THROUGH A GREEN BRAND IMAGE APPROACH. Riset, 4(2), 001–011. https://doi.org/10.37641/riset.v4i2.167
Shidiq, L. M., Nurdin, S., & Sandini, D. (2024). PENGARUH SHORT VIDEO MARKETING DAN GREEN PRODUCT TERHADAP PURCHASE INTENTION TUMBLER MINISO. In Jurnal Sains Manajemen (Vol. 6, Number 2). https://ejurnal.ars.ac.id/index.php/jsm/index
Situmorang, S. R., Manalu, H. M., & Hutabarat, F. (2025). The Influence of Green Products and Service Quality on Consumer Satisfaction-Saut Rediman Situmorang The Influence of Green Products and Service Quality on Consumer Satisfaction. Jurnal Multidisiplin Sahombu, 5. https://doi.org/10.58471/jms.v5i06
Tahir, A. H., Adnan, M., & Saeed, Z. (2024). The impact of brand image on customer satisfaction and brand loyalty: A systematic literature review. Heliyon, 10(16). https://doi.org/10.1016/j.heliyon.2024.e36254
Tauran, R. H., Andriani, D. R., Wahyuningtyas, A. S. H., & Isaskar, R. (2022). THE EFFECT OF SOCIAL MEDIA MARKETING ON THE PURCHASE DECISION OF KOOKA COFFEE PRODUCTS USING BRAND IMAGE AS A MEDIATION VARIABLE. Agricultural Socio-Economics Journal, 22(3), 223. https://doi.org/10.21776/ub.agrise.2022.022.3.9
Tjiptono, F. (2015). Strategi Pemasaran (Edisi 4). Andi.
Varadisa, A. Q., & Kusuma, Y. B. (2024). Implementation of Marketing Mix in Improving Brand Image. Jurnal Manajemen Bisnis, 11(2), 1495–1507. https://doi.org/10.33096/jmb.v11i2.781
Wahyunda, I., & Wijaya, C. M. K. (2022). FAKTOR-FAKTOR YANG MEMPENGARUHITERBENTUKNYA BRAND IMAGE. Dar El-Falah, 1(2).
Wijaya, I., & Wahyudi, T. A. (2023). The Effect of Brand Image, Product Quality and Price on Consumer Attitudes. Jurnal Ilmiah Manajemen Kesatuan, 12(02), 405–416. https://doi.org/10.37641/jimkes.v12i2.2494
Wulandari, R., & Miswanto, M. (2022). FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN GREEN PRODUCT. EKUITAS (Jurnal Ekonomi Dan Keuangan), 6(2). https://doi.org/10.24034/j25485024.y2022.v6.i2.5139
Zahara Maulidya, V., Oetarjo, M., & Rizal Yulianto, M. (2025). The Influence of Brand Image, E-WOM, and Customer Rating on Purchase Decisions on Shopee E-Commerce. Jurnal Ilmiah Manajemen Kesatuan, 13(1), 757–766. https://doi.org/10.37641/jimkes.v13i3.3123
Copyright (c) 2026 Muhammad Irsyaddu Ilham, May Dedu, Soesanty Maulany
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
