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International Journal of Trend in Scientific Research and Development (IJTSRD)
Volume 5 Issue 6, September-October 2021 Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470
@ IJTSRD | Unique Paper ID – IJTSRD47599 | Volume – 5 | Issue – 6 | Sep-Oct 2021 Page 1277
The Role of Green Marketing and Green Brand
Image in Enhancing Purchase Intention
Lena Ellitan
Faculty of Business, Widya Mandala Catholic University Surabaya, Indonesia
ABSTRACT
People are starting to become aware by starting to buy products that
do not add to the environmental damage. People also switch to
buying products that use basic ingredients that do not damage the
environment or in other words environmentally friendly materials.
This article will discuss Green Marketing, Green Brand Image, and
Green Perceive Value which are topics relevant to the current
situation, where changing market trends created by consumers are
very influential for the sustainability of the company's operations.
Furthermore, this will affect the image of environmentally friendly
and also the value obtained in making purchasing decisions. The
thing that needs to be considered is how to convince consumers that
what they are buying is an environmentally friendly product. Green
marketing has several advantages, and because of these advantages,
green marketing has good prospects for enhancing brand image as a
choice of marketing strategy to enhance a company's brand image.
Companies that implement green marketing certainly have some
more value than conventional strategies.
Keywords: Green Marketing, Green Brand Image, Purchase Intention
How to cite this paper: Lena Ellitan
"The Role of Green Marketing and
Green Brand Image in Enhancing
Purchase Intention" Published in
International
Journal of Trend in
Scientific Research
and Development
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6470, Volume-5 |
Issue-6, October
2021, pp.1277-
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INTRODUCTION
Currently the issue of environmental pollution is
directly felt by the community, such as the many
social media activities campaigning for zero waste or
as much as possible without creating waste from daily
activities which shows that people are starting to
increase awareness of the increasingly damaged
environment. Many people are starting to realize the
importance of protecting the environment. According
to the Ministry of Environment and Forestry, as well
as the Ministry of Industry, until 2019 the total
amount of waste in Indonesia reached up to 64
million tons a year. Meanwhile, plastic waste reaches
15% of the total waste or about 9.6 million tons per
year. Of the total plastic waste that can be recycled
only 10-15%, in other words, the management of
plastic waste can be said to be ineffective.
Starting from this problem, people are starting to
become aware by starting to buy products that do not
add to environmental damage. People switch to
buying products that use basic ingredients that do not
damage the environment or in other words
environmentally friendly materials. The materials
referred to are not only the main product material but
also other supporting raw materials such as
packaging, labels, wrapping cartons and so on. People
who are starting to become aware of environmental
problems and focus on buying environmentally
friendly products are sometimes referred to as green
consumers or environmentally friendly consumers.
There are several statements that consumers who love
the environment are those who actively participate in
efforts to save nature. And there are those who state
that they are a segment of teenagers who have
idealism so that they only use products that are
produced ethically. The answer above could be true
and it illustrates that there is a huge market potential
in the future. This can certainly be a consideration for
companies to focus more on environmental issues. As
well as opening a new view that this phenomenon can
be utilized by using the concept of green marketing.
In a study conducted by Mahmoud, Ibrahim, Ali, &
Bleady (2017). It was found that environmental or
green marketing in the business world is a new focus
for companies with marketing that can target this new
IJTSRD47599
International Journal of Trend in Scientific Research and Development @ www.ijtsrd.com eISSN: 2456-6470
@ IJTSRD | Unique Paper ID – IJTSRD47599 | Volume – 5 | Issue – 6 | Sep-Oct 2021 Page 1278
market with efforts that can satisfy consumer wants
and needs that are carried out effectively and
efficiently compared to competitors and have minimal
effect on natural destruction so as to maintain earth
sustainability. Purchase intention is an impulse or
force in an individual that makes consumers to take
an action. Arshad, Mahmood, Siddiqui, & Tahir
(2014) suggest that buying interest is a good indicator
in predicting buying behavior. According to Chen
(2010) defines Green Brand Image as the entire
visualization, and conception of the brand in the
customer's memory related to sustainability and
environmental concerns. Brand image is the spirit of a
service or product, which is usually passed on to
consumers, causing them to believe at a certain stage
so as to assist consumers in making purchasing
decisions for a product. Green Brand Perceived Value
or perceived value of environmentally friendly brands
have a positive effect on marketing performance
according to Aulina and Yuliati (2017), because it is
felt more significant at this time, companies can
increase customer purchase intentions through
product value.
Perceived value can not only be a major determinant
in maintaining long-term customer relationships, but
also plays a key role in influencing purchase
intentions. The perceived value is also significant in
influencing consumer confidence. Several companies
apply recycle-able, biodegradable, source reduction,
reuse, ozone-safe and ozone-friendly in their products
and their packaging. The product is researched to
reduce the material used during the production
process and during the packing process through the
optimal size and weight according to the contents,
recycling by reusing the packaging that is received
back by the factory. Eliminating unnecessary inside
packaging, maximizing packaging from recycling and
renewing resources and researching possible ways of
degrading and decomposing materials. Based on the
background that has been described, this article will
discuss Green Brand as a topic that is relevant to the
current situation, where changing market trends
created by consumers are very influential for the
sustainability of the company's operations and how
the impact of an environmentally friendly image and
also the value obtained in creating buying decision.
Green Marketing
Green marketing is a marketing activity that
combines various activities related to environmental
sustainability as a reference. Green marketing is used
synonymously with words like Environmental
Marketing, Ecological Marketing and Sustainable
Marketing. Green marketing includes a variety of
activities, such as; production process changes,
product modifications, sustainable packaging, and
advertising changes. (Mahmoud, Ibrahim, Ali, &
Bleady; 2017). Environmentally friendly marketing
refers to all marketing activities that are responsive to
environmental protection". Green marketing is not
only limited to marketing activities, composition or
characteristics of the products produced, green
marketing also exists during production processes and
techniques. In marketing there is the term positioning,
namely the position of the company towards rivals,
consumers, other companies,
organizations/institutions as well as the government
Environmental issues are not only to build a positive
image, but can also be used as a strong positioning
basis for the company. There are five reasons for
companies or organizations according to Bastian,
Ellitan, Handayani (2017) in applying the concept of
green marketing, namely: (1). Organizations can use
the concept of green marketing in taking advantage of
opportunities to achieve their goals. (2).
Organizations believe that they have a moral
obligation to be socially responsible. (3). The
government has issued regulations forcing companies
to pay more attention to their environmental
responsibilities. (4). Environmental activities
implemented by competitors make organizations
change their green marketing activities. (5).
Outcome factors associated with wasteful spending,
or reducing the use of materials that can change
company behavior. In order to gain competitive
advantage in a changing world, organizations must
follow market trends of consumer demand and make
improvements and developments from time to time.
Green marketing is the process of planning and
implementing the marketing mix to facilitate the
production, consumption, packaging, labeling, and
distribution of products in a way that is more
responsive and sensitive to environmental concerns.
Green marketing and marketing mix are actually
almost the same, but in green marketing they use a
more environmentally friendly approach. So that this
can give more value to a product because in the use of
the product the environment occupied by consumers
will also be maintained.
According to Armstrong and Kotler (2012), the
marketing mix is the marketing tools used by
organizations to achieve company goals in the target
market. The marketing mix includes 4 important
elements, such as price, promotion, places, and
product. 1. Green products are defined as “products
that are manufactured using toxic-free materials and
environmentally friendly measures, and which are
certified as such by a recognized organization”. 2.
Price, namely the value issued by consumers for the
International Journal of Trend in Scientific Research and Development @ www.ijtsrd.com eISSN: 2456-6470
@ IJTSRD | Unique Paper ID – IJTSRD47599 | Volume – 5 | Issue – 6 | Sep-Oct 2021 Page 1279
benefits of using or owning a product or service with
a value determined by the seller and buyer through
bargaining, or determined by the seller at the same
exact price as all consumers. 3. Places are defined
about how to manage logistics to minimize
transportation emissions, so that it basically aims to
reduce the carbon footprint and environmental
pollution in general. 4. Environmentally friendly
promotion is to influence consumer buying behavior
by encouraging and directing their buying interest to
buy products that do not pollute the environment so
as to give positive consequences for buying behavior
for themselves and their environment.
Green Brand Image
Chen (2010 defines green brand image as a set of
beliefs, ideas, and impressions that a person has of a
brand. Consumers who have a positive image of the
brand, will be more likely to purchase. In essence,
green brand image is a description of consumer
confidence in a brand The results of green marketing
are significantly connected with creating a positive
brand image for green products, and the results show
that the customer's intention to use this product.
"Alshura and Zabadi, (2016) stated that green brand
image is understood to have a positive effect on green
brand choice. Good reputation company and a large
positive image increase consumers' intention to use
environmentally friendly products. The company's
success in attracting additional customers and
creating loyalty for its products is an important step in
the right marketing strategy. From the theories put
forward by the experts above, it can be concluded that
if gr Brand image is a set of beliefs in a name, symbol
/ design and the impression that a person has for a
brand that is obtained based on information which
then uses the brand, so that it has a relatively long-
term impression formed in the minds of consumers.
Green Brand Image is a series of brand impressions,
conceptions, and concerns in the memory of the same
customer with sustainable and environmentally
friendly issues. Brand image is the spirit of products
and services, which are usually passed on to
consumers, thereby causing trust in certain stages of
production and assisting in making purchasing
decisions. The main advantage of creating a great
brand image is a definite increase in environmental
awareness, which companies can exploit for
competitive advantage through the deployment of
their products in different markets. The indicators of
green brand image according to Chen (2010) are as
follows: (1). The brand is assumed to be the best
brand in commitment to the environment. (2).
Professional to protect the environment and give a
good reputation (2). The brand is considered to have
been successful in protecting the environment (4).
Brand business processes can be trusted in protecting
the environment
Green Brand Perceived Value
Consumers' overall assessment of the benefits gained
and sacrificed is based on the desire for the
environment, hoping for sustainability, all
'environmental' needs (Fuiyeng, & Yazdanifard,
(2015). Because perceived value is more significant
today, companies can increase purchase intentions
customers through the value of the product. The value
paid can not only be the main determinant to maintain
consumer relationships in the long term, and also
plays a key role in influencing purchase intention,
perceived value also significantly influences
consumer trust. Currently, consumers believe that the
use of products eco-friendly offers many advantages
compared to conventional products, Customer needs
for eco-friendly products or services can be
developed while the perceived value of eco-friendly
brands/products is increased.
Green brand perceived value is one of the most
significant for green consumers. “The more
consumers really care about their purchases, it is
important for them that the eco-friendly products they
buy are accepted in their social environment” Esmaeli
et al. (2017). If the product is poorly executed in
terms of social approval, negative events such as
uncertainty or dissatisfaction may occur. Green brand
perceived value is also an assessment given by
consumers to brands that are related to the
environment, and based on their concern and
expectations for the creation of environmental
sustainability. According to Chen (2010) indicators of
green brand perceived value, namely: (1). Have a
good value in the commitment to protect the
environment (2). In accordance with consumer
expectations (3). The product pays attention to the
environment (4). Environmentally friendly products
(5). Products that are beneficial to the environment.
Purchase Intention
Several studies have tried to find the relationship
between academic theories (models) and empirical
trends in the field of customer purchase intentions
because customer purchase intentions carried out the
final consequences out of perspective, Chen, (2010),
showed that having an important relationship between
caring, environmental knowledge , attitudes, and
social influences as well as the intention to buy
environmentally friendly products. Purchase intention
refers to an attempt to purchase a product or service.
Arshad, et al., (2014) suggested that intention is a
specificity to act in a guaranteed way Arshad, et al.
(2014) show that unlike collectivism values,
International Journal of Trend in Scientific Research and Development @ www.ijtsrd.com eISSN: 2456-6470
@ IJTSRD | Unique Paper ID – IJTSRD47599 | Volume – 5 | Issue – 6 | Sep-Oct 2021 Page 1280
environmental visibility, and subjective norms, which
have a positive effect on purchase intentions of green
products, external locus of control has a negative
effect. The results of this study also show the
dominant influence that collectivism values are given
to green purchase intentions. Purchase intention can
be defined as "the likelihood that a consumer will
intend to purchase a product or service in the future".
Positive purchase intentions encourage consumers to
take actual purchase actions or negative purchase
intentions limit consumers not to buy (Tanazal,
Ellitan, and Lukito, 2021).
Purchase intention for green environmental products
is conceptualized as "the probability and willingness
to prefer to buy products that have environmentally
friendly features" According to Aulina and Yuliati
(2017), four factors influence consumer buying
interest, including: Attention (attention). There is
great attention from consumers to a product (goods or
services); Interest (interest). Shows a focus of
attention and feelings of pleasure towards the
product; Desire (desire). There is an urge to have a
product and Conviction (belief). There is a feeling of
individual confidence in the usability, quality, and
benefits of the purchased product.
The relationship between Green Marketing, Green
Brand Image and Purchase Intention
Previous research has shown that four forms of green
marketing mix namely green product, green place,
green price, and green promotion have a positive and
significant relationship with purchase intention
(Alshura, & Zabadi, (2016) Research conducted by
Wang, Ya-Hui, Ssu -Ting Chen, and Nai-Ning Chen
(2016) found that environmentally friendly marketing
has a positive relationship with the brand image of the
product being promoted.Green marketing can be said
to not only offer products that are only
environmentally friendly, but also include the
production process, packaging changes, as well as
product modification activities. Green marketing has
good prospects to be developed as a marketing
strategy option to increase the company's brand
image. Companies that implement green marketing
certainly have several points of value compared to
conventional strategies. Green marketing is not only a
strategy to get the maximum profit , but also as a way
u to maintain environmental stability. In the midst of
environmental issues like today, the use of a green
marketing strategy will build a brand image.
Consumers tend to give a positive image of
companies that start to carry out activities that are
environmentally oriented.
Research by Stervanie (2013) green marketing has a
positive effect on the perceived value of the product.
The product has a high value so that green marketing
has a positive and significant effect on the perceived
value of purchase intention. Research conducted by
Suki, (2016). shows the positive influence of green
brand image on purchasing decisions. Green
marketing is known to have an influence on purchase
intention. This means that when environmentally
friendly marketing or green marketing is done well, it
can increase consumer purchase intentions or
purchase intentions for a product. This is because
good and appropriate green marketing is able to
influence consumer desire to increase purchase
intention. generally most consumers do not want to be
bothered by a lot of information about the
characteristics of a product. This is because
consumers do not want to buy all the characteristics
of the products offered, but want the benefits obtained
from the products to be obtained. Thus product
selection will be very subjective and strongly
influenced by factors such as brand image.
Consumers tend to choose products that are well
known or already have a good brand image. So if a
product has a positive self-image in the eyes of
consumers and is believed to be able to meet the
needs and desires of consumers, then interest in
buying a product will arise in consumers. So it can be
concluded that green marketing can add to the brand
image of a product.
Green marketing is known to have an influence on
green brand image. This means that when green
marketing is done correctly, it will be aligned to
improve the green brand image or the image of
environmentally friendly products. This is because
good green marketing will affect the increase in green
brand image. Green marketing is known to have an
influence on green brand perceived value. This means
that when green marketing is done well, it will be in
line with the increase in green brand perceived value
or environmentally friendly perceptions of product
value. This is because the right green marketing will
increase the green brand perceived value
(Mahmoudh, et.al 2017).
Green brand image has an influence on purchase
intention. This means that a good green brand image
can affect a person's purchase intention on the
product. Meanwhile, green brand perceived value is
known to have an influence on purchase intention.
This means that a good green brand perceived value
can increase consumer purchase intention towards the
product. Perceived value can not only be an important
determinant in maintaining customer relationships in
the long term, but also plays an important role in
influencing purchase intentions. This is because most
consumers of green products prioritize a good green
International Journal of Trend in Scientific Research and Development @ www.ijtsrd.com eISSN: 2456-6470
@ IJTSRD | Unique Paper ID – IJTSRD47599 | Volume – 5 | Issue – 6 | Sep-Oct 2021 Page 1281
brand perceived value compared to green brand
image products (Mahmoudh, 2018). Consumers of
environmentally friendly products are more interested
in the environmentally friendly value of products
obtained when buying products than the image of
environmentally friendly products. Consumer
judgments are often based on incomplete information,
the perception of product value is considered a
positive signal that will affect purchase intentions.
Conclusion
To Increase green marketing implementation can be
done by innovating in the delivery of advertisements.
Especially for this product, which is a segmented
product by emphasizing that it is an environmentally
friendly product, unlike other toothbrush products in
general. Companies need to have a more serious
commitment and provide knowledge to consumers
about how the company's efforts can increase green
brand perceived value by seeking how to meet
consumer expectations of environmental
conservation. The thing that needs to be considered is
how to convince consumers that what they are buying
is an environmentally friendly product. Green
marketing has several advantages, and because of
these advantages, green marketing has good prospects
for enhancing brand image as a choice of marketing
strategy to enhance a company's brand image.
Companies that implement green marketing certainly
have some more value than conventional strategies.
For a company must be able to face the competitive
strategy of any existing competitors. With a green
marketing strategy, consumers will get an impact that
is more than just satisfaction with the products that
have been provided because beyond that the company
is also trying to save the environment for the next
generation. The green marketing strategy must also be
on the right object, otherwise the expected increase in
sales will not increase significantly
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