THE EFFECT OF GREEN MARKETING ON BRAND IMAGE AND ITS IMPACT ON PURCHASE DECISIONS FOR EIGER PRODUCTS IN BANDUNG CITY
Keywords:
Green Marketing, Brand Image, Purchasing Decisions, Generation Z, EIGER, SEM-PLS
Abstract
This study aims to explore the impact of sustainable (green) marketing strategies on brand image and purchasing decisions among Generation Z consumers of EIGER products in Bandung City. Using a quantitative approach with SEM-PLS analysis through the SmartPLS 3.0 application, the research involved a minimum of 100 respondents located on Jl. Sumatera, Bandung. The findings indicate that green marketing strategies significantly influence brand image (O = 0.877) and purchasing decisions (O = 0.318). Brand image also has a significant effect on purchasing decisions (O = 0.636), and acts as a crucial mediator between green marketing and purchase decisions (O = 0.557). This study contributes to the literature on green marketing and consumer behavior, particularly in the context of Generation Z. It recommends that companies consistently apply sustainable marketing strategies to build a strong brand image and boost purchase intentions among younger consumers. The study is limited in geographic scope and brand focus, suggesting the need for future research to expand coverage and include various brands to enhance generalizability.
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Agustin, C. A., & Hellianto, G. R. (2020). Pengaruh Reputasi Terhadap Minat Beli Produk Skincare di Shopee. Business Economic, Communication, and Social Sciences Journal (BECOSS), 2(1), 39–52.
Ahmad, F., Lapian, J., & Soegoto, A. S. (2020). Analisis Green Product Dan Green Marketing Strategy Terhadap Keputusan Pembelian Produk The Body Shop Di Manado Town Square. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 4(1).
Amoako, G. K., Dzogbenuku, R. K., Doe, J., & Adjaison, G. K. (2022). Green marketing and the SDGs: emerging market perspective. Marketing Intelligence & Planning, 40(3), 310–327.
Arfah, Y. (2022). Keputusan pembelian produk. PT Inovasi Pratama Internasional.
Bhalerao, V. R., & Deshmukh, A. (2015). Green Marketing : Greening the 4 Ps of Marketing. International Journal of Knowledge and Research in Management & E-Commerce, 5(2), 5–8.
Chen, Y. S., Hung, S. T., Wang, T. Y., Huang, A. F., & Liao, Y. W. (2018). The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image. Sustainability, 9(4), 654.
Fatimah, S., & Chrismardani, Y. (2022). PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPHORA (Studi Pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura). Urnal Kajian Ilmu Manajemen (JKIM), 2(1), 36–43.
Febriani, S. (2019). Pengaruh Green Marketing Mix Terhadap Green Product Purchase Intention Pada Produk Innisfree Di Jakarta Dengan Consumer’s Attitude Sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(1), 49–60.
Fure, F., Lapian, J., & Taroreh, R. (2015). Pengaruh brand image, kualitas produk dan harga terhadap keputusan pembelian konsumen di j. co Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 3(1), 367–377.
Guspul,A.(2018).PENGARUHSTRATEGIGREENMARKETINGPADABAURANPEMASARANDANCITRAMERKTERHADAPKEPUTUSANKONSUMENDALAMMEMBELIPRODUKHERBALIFE(STUDIKASUSPADACLUB‘SEHATWAY’DIWONOSOBO)INFOARTIKELABSTRAK.JurnalPPKM, 107–122.
Hello, G. M., Abdul, K., & Arabia, S. (2021). Green marketing and its relationship to the purchase decision: An empirical study on students from King Abdul Aziz University in Jeddah. Researchers World, 5(2), 121.
Jannah, W., & Ady, S. U. (2017). Analisis Fundamental, Suku Bunga, Dan Overconfidence Terhadap Pengambilan Keputusan Investasi Pada Investor Di Surabaya. Ekspektra: Jurnal Bisnis Dan Manajemen, 1(2), 138–155.
Karunarathna, A. K. P., Bandara, V. K., Silva, A. S. T., & De Mel, W. D. H. (2020). Impact of green marketing mix on customers’ green purchasing intention with special reference to Sri Lankan supermarkets. South Asian Journal of Marketing, 1(1), 127–153.
Kirgiz, A. C. (2016). Green Marketing: A Case Study of The Sub-Industry in Turkey. Palgrave Pivot.
Marlius, D. (2017). Keputusan pembelian berdasarkan faktor psikologis dan bauran pemasaran pada PT. Intercom Mobilindo Padang. Jurnal Pundi, 1(1).
Mukonza, C., & Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business Strategy and the Environment, 29(3), 838–845.
Nashrulloh, M. A. H., Budiantono, B., & Wulandari, W. (2019). Analisis Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian Lampu Led Philips (Studi Pada Konsumen di Desa Kesiman Kecamatan Trawas). Conference on Innovation and Application of Science and Technology (CIASTECH), 2(1), 1–10.
Prameka, A. S., & Kurniawan, D. T. (2021). Peran green marketing pada repurchase intention merek kopi ramah lingkungan di Indonesia. Jurnal Istiqro, 7(2), 151–162.
Prastyorini, J., Widyawati, N., & Jannata, S. M. (2022). Analisis Harga dan Kepercayaan Merek Terhadap Keputusan Pembelian Gula Pasir Sebelas (GUPALAS) Pada PT. Perkebunan Nusantara XI. Jurnal Kompetensi Ilmu Sosial, 1(1), 34–44.
Priyono, A. (2017). Pengaruh Green Marketing dan Identitas Merek pada Citra Merek terhadap Pengambilan Keputusan Pembelian Produk Ultra Milk di Area Pemasaran Jakarta. Industrial Engineering Journal, 6(1), 4–9.
Rodhiah, N. H., & Mukmin, T. M. (2021). Sustainable Development Innovation:“Increasing SME’S in Aspects Product Concept Development.” International Journal of Academic Research in Accounting, Finance and Management Sciences.
Savitri, S., & Marlena, N. (2023). Pengaruh Green Marketing, Green Brand Image, Dan Green. Jurnal Pendidikan Tata Niaga (JPTN), 11(3), 207–215.
Solaiman, M., Osman, A., & Halim, M. S. B. A. (2015). Green marketing: A marketing mix point of view. International Journal of Business and Technopreneurship, 5(1), 87–98.
Stevanie, C. (2015). Pengaruh Green Marketing Terhadap Nilai Yang Dipersepsikan Dalam Keputusan Pembelian Pada Ades (Studi Kasus Pada Mahasiswa/I Fakultas Komunikasi Dan Bisnis Telkom University). Jurnal E-Proceeding Of Management, 2(1), 612–620.
Tsai, P. H., Lin, G. Y., Zheng, Y. L., Chen, Y. C., Chen, P. Z., & Su, Z. C. (2020). Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services, 56(102162).
Widodo, S. (2020). Pengaruh Green Product Dan Green Marketing Terhadap Keputusan Pembelian Produk Elektronik Merk Sharp Di Electronic City Cipinang Indah Mall Jakarta Timur. Jurnal Ilmiah M-Progress, 10(1), 23–34.
PT Eigerindo Multi Produk Industri. (2024). Laporan Keberlanjutan Eigerindo 2023: Go Beyond Borders – A Commitment to Sustainable Fashion. Bandung: PT Eigerindo Multi Produk Industri.
Lestari, N.I., Latuconsina, A.S., & Mulyono, S. (2024). The Effectiveness of Green Marketing Campaigns in Increasing Brand Loyalty among the Millennial Generation. Journal of Economics, Management & Business Environment.
Ivanauskaite, K., Stathopoulou, A., & Florence, P.V. (2024). The effect of self-congruity and perceived sustainable actions in luxury branding. Marketing Trends Congress Proceedings.
Tsaqiba, I.N.T. (2024). The Influence of Green Marketing Strategy, Brand Image, and Environmental Behavior on Purchasing Decisions on Le Minerale. Universitas Darussalam Gontor.
Dharma, A.E., & Wellyan, J. (2025). The Effect of Green Marketing on Purchase Decision Mediated by Brand Image of Fore Coffee in Surabaya. Jurnal Ilmiah Mahasiswa Manajemen, Universitas Katolik Widya Mandala Surabaya.
Kotler, P., & Keller, K.L. (2016). Marketing Management (15th ed.). Pearson Education.
Kotler, P., & Keller, K.L. (2018). Marketing Management (16th ed.). Pearson Education.
Published
2025-10-31
How to Cite
Triwidarto, S. M., Maulina, E., & Chan, A. (2025). THE EFFECT OF GREEN MARKETING ON BRAND IMAGE AND ITS IMPACT ON PURCHASE DECISIONS FOR EIGER PRODUCTS IN BANDUNG CITY. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 9(1), 564-580. https://doi.org/10.31538/iijse.v9i1.8425
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Articles
Copyright (c) 2025 Selna Moh Triwirdarto, Erna Maulina, Arianis Chan
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