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In recent years, environmental sustainability has become a top priority in international politics and a vital driver of innovation. Green product companies are growing rapidly as consumers show more interest in environmentally friendly products. This study analyzes the impact of green marketing on customer purchase intention and how environmental k...
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... findings support the measurement model's discriminant validity, ensuring that the analysis's latent constructs can be distinguished. Table 4 summarizes the study's hypothesis assessment, revealing important correlations between variables. The "Original sample" column shows each hypothesis's estimated coefficients, while the "Sample mean" and "S.D" columns show the sample's mean and standard deviation. ...Similar publications
Pro-environmental behaviour is worth researching to understand the relationship between consumer behaviours and environmentally friendly consumptions. This research aims to investigate the impact of citizen science on pro-environmental citizenship behaviour when environmental attitude, environmental knowledge, and environmental awareness intermedia...
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... Further, Kumar et al. (2023) explain that, due to perceived environmental benefits and quality, customers are willing to pay more for environmentally friendly goods. The indicators of PBC include the availability of green products, prior knowledge or experience, ease of purchase, self-efficacy, and resource availability (Iqbal et al., 2023;Kumar et al., 2023). In Indonesia, limited product availability and unclear product labeling have been identified as barriers that reduce consumers' perceived control (Musa and Hartono, 2023). ...
The purpose of this descriptive study is to identify the variables that affect a consumer's inclination to purchase eco-friendly personal care items: attitudes, subjective norms, perceived behavioral control, with the moderating variable price sensitivity. Primary data was gathered using a standardized questionnaire and disseminated as part of this quantitative study design to 322 respondents in Jakarta, Indonesia. The findings show that attitudes and subjective norms influence green purchase intention positively, while perceived control of behavior did not relate significantly. Further, it was observed that price sensitivity weakened the strength of relationships among attitude, subjective norms, and purchase intention. These results highlight both personal and social factors associated with sustainable consumption, but price sensitivity acts as the main barrier to eco-friendly purchasing decisions. In addition to offering insightful information for marketers and regulators looking to encourage consumers to make more sustainable decisions, this study deepens our understanding of consumer behavior in the beauty and personal care industry.
... Green marketing atau pemasaran hijau didefinisikan sebagai kajian menyeluruh mengenai kegiatan operasional perusahaan yang mencakup konsumsi, produksi, distribusi, promosi, dan pengemasan dengan mempertimbangkan isu-isu lingkungan hidup di sekitar organisasi (Mulya dan Kusumawardhani, 2023). Iqbal et al. (2023) menyatakan bahwa green marketing adalah strategi pemasaran yang dilakukan oleh perusahaan untuk mendukung kelestarian lingkungan tanpa mengesampingkan harapan konsumen. Menurut Zaky dan Purnami (2020), terdapat empat indikator utama dalam green marketing: produk hijau, harga hijau, tempat hijau, dan promosi hijau. ...
... Penelitian oleh Adiyantie (2024) (2023), yang juga menyatakan bahwa green marketing dan brand image berpengaruh terhadap keputusan pembelian produk ramah lingkungan. Namun, penelitian oleh Iqbal et al. (2023) bertentangan dengan kedua penelitian sebelumnya, dengan hasil yang menunjukkan tidak adanya pengaruh antara variabel yang diteliti. Berdasarkan temuan-temuan tersebut, penelitian ini mengajukan hipotesis sebagai berikut: H1: Green marketing memiliki dampak parsial terhadap keputusan pembelian pada konsumen laki-laki produk fashion ramah lingkungan merek X di Kediri. ...
... Salah satu komponen dari green marketing yang berpengaruh adalah promosi yang mengedepankan keberlanjutan produk, yang dalam hal ini terbukti efektif dalam meningkatkan keputusan pembelian konsumen merek X. Program seperti "Tukar Baju" yang diluncurkan oleh merek X, yang mempromosikan produk daur ulang dan mengajak konsumen untuk bertukar pakaian lama mereka dengan pakaian baru yang lebih ramah lingkungan, memperlihatkan pengaruh positif terhadap keputusan pembelian (Iqbal et al., 2023). Namun, pengaruh terbesar terhadap keputusan pembelian datang dari green brand image. ...
The research conducted has the intention and purpose of providing references regarding the impact of green marketing and green brand image on purchasing decisions of male consumers of environmentally friendly fashion products brand X in Kediri. This study uses a quantitative approach with multiple linear regression analysis data analysis techniques. The population of the study was 103 consumers of environmentally friendly fashion products brand X in Kediri, the sampling technique used purposive sampling which applied several criteria to produce a sample of 63 people. The results of the study indicate that green marketing and green brand image have an impact on purchasing decisions of male consumers of environmentally friendly fashion products brand X in Kediri, both partially and simultaneously. The conclusions drawn from this study indicate that male consumers have logical characteristics, where they are considered more loyal to products that suit their needs and desires. In addition, male consumers tend to prefer recycled fashion products that are more environmentally friendly, in addition to being aware and caring about the environment, also because these products have their own uniqueness so that they can be said to be anti-mainstream products.
... This result states that despite the consumers' knowledge of the positive effects of decarbonisation on the environment, it does not lead to an enhanced buying persuasion for green products or promote higher levels of consumer engagement, Therefore these results contradict the previous research (Siskos et al., 2015(Siskos et al., , 2018. It may also be possible that other factors of consumer value can be more significant in enhancing behavioural intentions than sustainability marketing campaigns, such as brand trust, environmental concerns and social influence are noted to be crucial factors (Iqbal et al., 2023;Simanjuntak et al., 2023). Essentially, consumers could search for more than just a message, maybe they need mutual engagement and belonging to a community of like-minded individuals with similar values and preferences. ...
This study investigates the impact of decarbonizing marketing campaigns, brand image and perception of cost on sustainable purchase intentions for EVs. In addition, this study explores the mediation of green customer engagement and moderation of subjective norms for the proposed relationships. Drawing on the theory of planned behaviour (TPB), the current data were collected using judgmental and snowball sampling from 276 respondents in an online survey. Majority of respondents were male and in the age group of less than 24 years with bachelor’s level of study. This study's framework was confirmed using Structure Equation modelling (SEM) through SMART-PLS as statistics software. Key findings of the current study reveal that factors such as brand image, green customer engagement, and subjective norms were revealed to have significant and favourable influences on intentions to purchase EVs. Further, decarbonizing marketing campaign and perception of cost significantly impact the brand image. The significant mediation of brand image and green customer engagement; and moderation of subjective norms were observed for the said relationships. These findings can provide actionable results that EV companies can focus on to target the environmentally conscious customers. Despite growing interest in EVs as sustainable products, limited studies explore how these relationships influence customer engagement and purchase intentions. The current study contributes theoretically by highlighting the critical rational and emotional factors that drive the adoption of EVs by advancing the potential view of customer engagement in the sustainable market. EV manufacturers can foster consumer adoption behaviour by executing excellent sustainable marketing campaigns and creating a positive reputation.
... Asimismo, Iqbal et al. (2023) también encontraron que la norma subjetiva y la preocupación ambiental tienen un efecto positivo en la intención de compra de productos ecológicos. Sin embargo, el bajo porcentaje de desacuerdo (12.5%) en nuestro estudio indica una aceptación general de los productos ecológicos, aunque sin la fuerte convicción reflejada en el estudio de Iqbal, donde la influencia social y la percepción de control contribuyeron de manera relevante a una mayor intención de compra. ...
El marketing verde se centra en promocionar productos amigables con el medio ambiente y sensibilizar a los consumidores sobre la importancia de la sostenibilidad. El objetivo de esta investigación es analizar el impacto del marketing verde en estudiantes universitarios, para determinar la viabilidad de implementar una tienda multimarca en la ciudad de Machala, que ofrezca una variedad de productos ecológicos de empresas verdes. El tipo de investigación es descriptiva-exploratoria, con un enfoque cuantitativo. La población de estudio comprende a estudiantes universitarios y fue escogida mediante una técnica de muestreo no probabilístico intencional. Los resultados sugieren una alta viabilidad de establecer una tienda multimarca que ofrezca una amplia variedad de productos ecológicos en la ciudad de Machala, respondiendo a la oportunidad de mercado de proporcionar opciones sostenibles en un mismo establecimiento. Con respecto al interés por cuidar el medio ambiente, los encuestados muestran disposición a comprar productos ecológicos, incluso si estos tienen un costo superior que los productos convencionales. Los productos ecológicos con más interés, son los de cuidado e higiene personal, limpieza y para el hogar. El principal factor de motivación para comprar productos ecológicos es el compromiso con el medio ambiente, mientras que el principal factor desmotivador es el precio elevado de estos productos.
... This effort is achieved by promoting healthy lifestyles. A healthy lifestyle can be supported by the use of natural products such as organic products (Shenoy et al., 2024;Michaelidou & Hasan, 2008), green products (Iqbal et al., 2023), or herbal products as health supplements which are widely promoted nowadays (Ismail & Mokhtar, 2016;Widyaningtyas et al. (2023). The use of herbal products as part of a healthy lifestyle can be seen in the use of ginger, which contains anti-inflammatory flavonoids (Ballester et al., 2022). ...
Background:The utilization of herbal products has gained increasing recognition within the healthcare sector. The COVID-19 pandemic has significantly influenced public demand and behavioral shifts toward herbal product usage. Additionally, the distribution of these products has become more widespread. Objective:This study aims to identify the factors influencing public intentions to use herbal products, with a particular focus on the roles of social influence and health value. Method:The study utilized a sample of 275 primary data points collected from consumers of herbal products in major cities across Indonesia. Responses were measured using a five-point Likert scale. Structural Equation Modeling (SEM) was employed to examine the relationships between social influence, attitudes, health value, and the intention to use herbal products. The survey consisted of two parts: the first gathered demographic and personal information for classification purposes, while the second comprised questions related to four variables that explored respondents' perceptions of herbal products. Partial Least Squares (PLS) analysis was used to investigate these phenomena. Results:The findings revealed that health value significantly influences the intention to use herbal products (p-value = 0.000; t-statistic = 26.909). Similarly, attitudes were shown to have a significant effect on intention (p-value = 0.038; t-statistic = 2.083). Conclusion:The study demonstrates that health value and attitude positively influence the intention to use herbal products. These findings contribute to a deeper understanding of trends in herbal product consumption and their implications for public health in Indonesia. Keywords:herbal products; social influence; health value; public health; Indonesia
... The development of sustainable materials is increasingly critical in a resource-conscious society. As industries respond to stricter environmental regulations and consumer demands for eco-friendly products, the focus has shifted toward advanced materials that perform with minimal environmental impact [1,2]. Composites, as a category of materials combining properties of various components, are at the forefront of this transformation [3,4]. ...
... Specifying equation (1) in equation (2) for tensile OTF, ( ) 0 1 2 3 4 5 6 7 8 9 1 0 1 1 12 13 14 15 16 17 18 19 20 21 22 where Π is defined in equation (4) as ...
Aluminum-based composites reinforced with agro-marine waste materials present an eco-friendly, cost-effective solution for industries needing lightweight and durable materials. This study develops and evaluates the mechanical properties of aluminum (AA6061) composites reinforced with plantain stem ash, eucalyptus wood ash, and periwinkle shell powder for potential aerospace, automotive, and marine applications. Composite samples were prepared according to ASTM standards for tensile, compressive, flexural, wear, and fatigue tests. Objective Test Functions (OTFs) were derived using physical modeling and sensitivity analysis to filter impactful variables. Testing was conducted using universal testing machines, and wear/friction tests followed ASTM G99 guidelines. The physical models showed strong correlations (adjusted R²: 0.9033–1.0000). Measured properties included tensile strength (1907.46–2000.05 Pa), compressive strength (30.33–215.14 Pa), flexural strength (412.72–556.42 N-m²), wear rate (55.01–63.27 m³/m), coefficient of friction (0.102), and fatigue cycle (13.81–27.63 cycles). Except for the coefficient of friction, all results were consistent with the developed OTFs, confirming the material’s structural integrity. The composites displayed favourable properties for use in aerospace, automotive, and marine industries, offering strength, lightweight characteristics, and corrosion resistance. The OTFs validated the material’s performance, making it a viable alternative to conventional materials. Consequently, aluminum-agro-marine waste composites demonstrate excellent mechanical properties, with high potential for industrial applications.
... To drive positive consumer behavior, green marketing materials are essential in successful green marketing strategies (Grazzini et al., 2018). According to Iqbal et al. (2023), green marketing techniques such as advertising, environmentally friendly packaging, and products made from environmentally friendly materials positively influence the intention to purchase and use environmentally friendly products. Several specific green marketing mechanisms that significantly affect green consumer behavior were also discussed in the study by Chang et al. (2019), such as cash discount incentives and marketing of environmental protection alternatives. ...
The popularity of ready-to-serve foods has increased in Indonesia, particularly among busy consumers with limited time for cooking at home. However, the consumption of ready-to-serve foods high in sugar, salt, and fat (SSF) has prompted concerns regarding their potential adverse health impacts when consumed excessively. The present study aimed to investigate consumers’ behavior and perception regarding the purchase of ready-to-serve foods and the practice of food producers in providing these products. The study employed a structured questionnaire involving 100 consumers selected based on purposive sampling. Additionally, focus group discussions were conducted with 80 ready-to-serve food producers across five Indonesian cities using a cross-sectional research design. The data analysis, conducted using binary logistics, yielded significant findings regarding the relationship between consumers’ income and their purchase decisions regarding ready-to-serve food. This study revealed that price (42%), taste (31%), and accessibility (23%) were the primary factors influencing consumers’ food choices. However, it also indicated that nutrition and health aspects received inadequate attention from consumers, which is a cause for concern. Concurrently, the producers who participated in this study indicated that they prioritize sanitation and hygiene (53.8%) in their food production, citing regulatory requirements as the primary driver of this practice. It is regrettable that the majority of the producers (92.5%) lacked information regarding the nutrition content of their products. Moreover, they did not actively contribute (2%-11%) to controlling SSF levels except to respond to consumers’ demands. These findings underscore the necessity for enhanced awareness campaigns and implementation strategies involving all stakeholders to promote healthier, ready-to-serve foods. The implications of these findings for future policy and practice are significant, highlighting the need for a more comprehensive approach to nutrition education and labeling in the ready-to-serve food industry in Indonesia.
... The findings in this study conform to the previous studies done on the attitude of consumers towards green products. For example, (Iqbal et al., 2023) revealed that environmental knowledge and perceived consumer effectiveness play a crucial role in determining green purchase intentions. Likewise, this research reveals that Nigerian consumers' premium willingness to pay is also driven by quality perception and health benefit. ...
The increasing concern for environmental conservation has enhanced the need for more environmentally friendly products throughout the globe thus affecting even the developing nations like Nigeria. The present research focuses on the examination of the extent of the premium that Nigerian consumers are willing to pay for green products, an area that lacks sufficient empirical evidence. Thus, the research aims of the study are to establish the level of this willingness, examine the factors influencing this willingness, and evaluate the consequences for business and sustainability. A combination of questionnaires and interviews as research tools for data collection was adopted. The study shows that most of the Nigerian consumers are willing to make premium prices to purchase environmentally friendly products, the main reason is quality and health. The findings agree with the literature that there is a need for better availability and information about green products to build consumer confidence and improve utilization, which could be helpful for organizations and government officials who seek to drive sustainable consumption in Nigeria.
... A company's ability to innovate in marketing will significantly enhance new product development, market penetration, competitive position, and customer engagement. Implementing strategies in markets, communication channels, products, and service delivery for marketing innovation positively impacts competitive Advantage (Iqbal et al., 2023;Thajeel et al., 2024). Marketing innovation aims to provide value to customers and increase competitive Advantage. ...
The evolving landscape of healthcare marketing, integrating green marketing principles has become crucial for advancing sustainability and ethical practices. The chapter explores the intersection of green marketing and the healthcare sector, emphasizing how sustainable marketing strategies can enhance environmental responsibility and improve organizational outcomes. By examining innovative approaches and case studies, the chapter highlights how healthcare organizations can adopt eco-friendly practices to promote their services while reducing their environmental footprint. Key topics include the adoption of sustainable innovations, the role of ethical marketing in fostering trust, and strategies for implementing green practices effectively. Through this analysis, the chapter aims to provide actionable insights for healthcare professionals and marketers seeking to align their promotional efforts with environmental and ethical standards. The focus is on demonstrating how green marketing can drive positive change and contribute to the broader goal of sustainable development in healthcare
