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Copyright © 2022, ISSN: 2528-5149/EISSN: 2460-7819 697
Available online
http://journal.ipb.ac.id/index.php/jabm
Jurnal Aplikasi Manajemen dan Bisnis, Vol. 8 No.3, September 2022
Permalink/DOI: http://dx.doi.org/10.17358/jabm.8.3.697
1 Corresponding author:
Email: RIK@ppm-manajemen.ac.id
DOES GREEN MARKETING COMMUNICATION AFFECT BRAND IMAGE AND
CUSTOMER’S PURCHASE DESIRE?
Pepey Riawati Kurnia*), Livia Narda*), Rike Penta Sitio*)1
*)Sekolah Tinggi Manajemen PPM (PPM School of Management)
Jl Menteng Raya No 9-19, Jakarta, Indonesia
Abstract: The study aims to clarify the relationship between the active level of green
marketing communication towards brand image and customer’s purchase desire, and
examine brand image as a mediator between the green marketing communication, partially
towards purchase desire. Green marketing communication consists of green action
communication, green food communication, and green donation communication. This study
is conclusive research and deployed the questionnaire method. The research population is
the end customers who have done transactions at the green-concept food and beverages
industry, live in Jabodetabek, and earn above the provincial minimum wage. The study
provides empirical insight that active level of green marketing communication partially
and signicantly give a positive impact to brand image and customer's purchase desire.
The study also proves that brand image signicantly acts as a mediator between green
marketing communication and purchase desire. As the research limitation due to the chosen
population, the result may lack generalisability. Hence, researchers are encouraged to test
the different propositions further. The study includes implications for practitioners in the
food and beverage industry to improve their brand image and customer’s purchase desire
by conducting green marketing communication actively. Currently, most practitioners are
more focused on doing green marketing activities to affect business. This paper fullls
the need to study how the communication of green marketing affects brand image and
customer’s purchase desire in food and beverages industry.
Keywords: green marketing communication, green action communication, green food
communication, green donation communication, brand image, purchase
desire
Abstrak: Penelitian ini bertujuan untuk menguji pengaruh masing-masing komunikasi
pemasaran hijau (komunikasi gerakan hijau, komunikasi makanan hijau, dan komunikasi
donasi hijau) terhadap citra merek dan minat belidan menguji citra merek sebagai mediator
antara komunikasi pemasaran hijau, secara parsial terhadap minat beli. Jenis penelitian
ini adalah riset konklusif dengan metode kuesioner elektronik. Populasi dalam penelitian
ini adalah konsumen akhir yang pernah bertransaksi di industri F&B dengan konsep green,
berdomisili di Jabodetabek, dan memiliki penghasilan sama dengan atau diatas UMR.
Jumlah sampel dalam penelitian ini sebanyak 425 responden dengan teknik convenience
sampling. Data yang sudah diperoleh dianalisis dengan analisis regresi melalui SPSS-
20 untuk mengetahui hubungan antar variabel, serta dengan uji Sobel melalui sobel
calculator untuk menguji variabel mediator. Hasil analisis regresi menunjukkan bahwa
komunikasi pemasaran hijau secara parsial bepengaruh signikan terhadap citra merek
dan minat beli, serta citra merek berpengaruh signikan terhadap minat beli. Hasil uji
Sobel juga menunjukkan bahwa citra merek berperan secara signikan sebagai mediator
pada pengaruh antara komunikasi pemasaran hijau terhadap minat beli. Berdasarkan
hasil penelitian ini sebaiknya para praktisi melakukan kegiatan komunikasi pemasaran
hijau untuk meningkatkan citra merek yang juga berpengaruh terhadap minat beli.
Kata kunci: komunikasi pemasaran hijau, komunikasi gerakan hijau, komunikasi makanan
hijau, komunikasi donasi hijau, citra merek, keinginan membeli
Article history:
Received
4 March 2022
Revised
18 April 2022
Accepted
23 August 2022
Available online
30 September 2022
This is an open access
article under the CC BY
license (https://
creativecommons.org/
licenses/by/4.0/)
Indonesian Journal of Business and Entrepreneurship, Vol. 3 No. 2, May 2017
698
P-ISSN: 2407-5434 E-ISSN: 2407-7321
Accredited by Ministry of RTHE Number 32a/E/KPT/2017
Jurnal Aplikasi Bisnis dan Manajemen (JABM),
Vol. 8 No. 3, September 2022
INTRODUCTION
The food and beverages industry in Indonesia such as
restaurants, cafes and others, expanded in 2019 and is
projected to experience 9.86% growth. Such growth is
expected to rise constantly with CAGR 2020-2025 of
7.06%. In addition, the industry’s revenue contributed
to Indonesia’s GDP from 0.23% in 2017 to 6.34% in
2018 (Nararya, 2019). The industry growth is noticeable
in the ever-increasing numbers of restaurant, cafe, and
other eating establishments around the community.
Unexpectedly, this industry was one of the most
affected industries by COVID-19 pandemic in 2020
which resulted in signicant decrease of revenue
(Santia, 2020). McKinsey (2020) stated that post-
pandemic will change people’s behavior a lot. People
will pay more attention to environmental cleanliness
and switch particularly to other new brands and local
brands. Similar view is also presented by Potia and
Dahiya (2020) that people would easily switch to other
new brands, especially to local brands.
People’s tendency to switch brand and leave the old
brand has inspired numerous entrepreneurs to perform
various strategies to rebuild their images as products or
services with better value and more convenience, which
follows people’s trend post-COVID-19 pandemic
(McKinsey, 2020). The strategy that is mostly developed
by the practitioners in food and beverage industry is
“go-green” activity or what is called green marketing
pandemic (McKinsey, 2020). Green marketing is the
holistic marketing concept in which the production,
promotion, distribution, and disposal process occurs
in a way that is less harmful to the environment
(Yazadnifard and Mercy, 2011). Most practitioners
developed this strategy because it seemed to t the
post-pandemic trends as mentioned by McKinsey
(2020). Currently, most practitioners are more focused
on doing green marketing activities to affect business.
Lanfranchi et al. (2017) stated that green marketing
activities are important to carry out by companies, but
it is more important to be communicated to customers,
which is called green marketing communication.
Green marketing has evolved to have three stages,
namely ecological green marketing, environmental
green marketing, and sustainable green marketing
(Peattie, 2001). First, ecological green marketing
is a narrowly focused initiative that concentrates
on reducing people’s dependence on products that
are highly damaging to the environment. Then
environmental green marketing is a broader-based
initiative to reduce environmental damage by meeting
consumer demand for green products and making them
a competitive advantage. Finally, sustainable green
marketing is a more radical approach to society that
makes companies strive to meet all costs of production
and consumption that are environmentally friendly to
create a sustainable economy. According to Cheema
& Shankar (2011), green marketing refers to a holistic
marketing concept so that the production, consumption,
and disposal of products and services occur in a way
that is less damaging to the environment. This green
marketing is also driven by the increasing awareness
of the public and companies about limited resources
and the environment, such as the implications of
global warming, non-biodegradable solid waste, the
harmful effects of pollutants, and others. The shift
to green marketing may seem expensive in the short
term, but it will be indispensable and more protable
in the long term. According to Kusuma et al. (2017),
green marketing can also be interpreted as a corporate
strategy to achieve company goals by paying attention
to environmental safety aspects applied in the marketing
mix. Communicating green marketing activities that
the company has carried out is an important thing, and
this is often called green marketing communication.
According to Goel and Sharma (2017), companies that
have carried out “green”-based activities need to design
green marketing communications that can be used as a
competitive advantage. Puspitasari et al. (2021) stated
that green marketing has a signicant effect and positive
inuence on consumer attitudes. This statement means
that increasing green marketing will further improve
consumer attitudes toward organic food products.
Green marketing communication is a company’s effort
to provide information, persuade, incite and remind
customers directly or indirectly about green marketing
activities. Green marketing communication is generally
done through advertising, corporate public relations,
and visual identication (Ganganaboina and Riaz,
2017). In addition, green marketing communication
is a form of implementing a green marketing strategy
through the delivery of information in different ways
depending on the type of communication chosen
regarding environmental activities that have been
carried out and that a company wants to convey to
its consumers (Lanfranchi et al. 2017). According
to Kumar (2013), the level of company activity in
communicating green marketing activities that are
Indonesian Journal of Business and Entrepreneurship, Vol. 3 No. 2, May 2017
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Vol. 8 No. 3, September 2022
to determine whether there is a signicant difference
between the demographic groups of respondents
in terms of brand image and purchase desire for a
restaurant who have communicated green activity.
METHODS
This study is conclusive research which aims to test
the specic hypotheses related to the relationship
between variables (Malhotra, 2010). Data is collected
from distributing the electronic questionnaire within
the research population. It is collected for one time
only for one group of respondents (single cross-
sectional design). The research population is end
customers who: have done transactions in the food and
beverages industry (restaurant, café, and other eating
establishments) which operates by implementing the
green concepts, live in a big city in Indonesia (Jakarta,
Bogor, Depok, Tangerang, Bekasi – “Jabodetabek”), and
earn income that is greater than or equal to provincial
minimum wage. Based on the research population of
more than 1.000.000 and referring to the number of
sample determined by Bougie and Sekaran (2020), the
study requires 384 samples. There is a 10% buffer in
this research, thus the target sample size increases to
423 samples. The sampling technique applied in this
research is non-probability with convenience sampling.
The questionnaire is distributed in two stages, namely
pre-survey stage and survey stage. The pre-survey stage
is conducted rst on a small number of 63 respondents,
which aims to conrm the validity and reliability of the
questionnaire to answer the purpose of this research.
The validity test was carried out using the Pearson
correlation coefcient, namely by connecting each item
score with the total score obtained. An item is declared
valid if it has a Pearson correlation coefcient that is
greater than the r table value (Riyanto and Hatmawan,
2020). The value of r table for the two-sided test with
a 95% condence level and the number of samples of
63 (df = 61) is 0.248 (Priyatno, 2012). If the Pearson
correlation coefcient is equal to or greater than 0.248,
the item can be declared valid.
After the validity test was carried out, it was obtained
that the Pearson correlation coefcient for all statement
items in the questionnaire was greater than 0.248.
Based on this, the research instrument used is declared
valid. The reliability test was conducted to test the
consistency of the research instruments used. The
carried out, or called the active level of green marketing
communication, is needed to form positive perceptions
of consumers. The active level of green marketing
communication shows how active the company is in
informing or promoting green marketing activities that
are carried out directly or indirectly through various
channels (Anitha and Vijail, 2020). Stoica (2021) stated
that Green marketing communication strongly stresses
a dialogue with stakeholders, especially customers, at
informing and educating those customers, and seeking
to establish the social and environmental credentials of
the company and its products.
In food and beverages industry, there are three possible
activities as part of green marketing communication,
i.e. green action communication, green food
communication, and green donation communication.
However, practitioners of food and beverages industry
still debate on the need to implement green marketing
communication. The reason being is the absence of any
study to prove the benet and signicant inuence of
green marketing communication towards brand image
and customer’s purchase desire. Several previous
studies merely reveal that marketing communication
performed by companies can positively inuence brand
image (Prabela et al. 2016) and customer’s purchase
desire (Viliaus and Tobing, 2017).
In previous researches, there are several untested
theoretical gaps that will be examined in this research.
There has been no previous research about the inuence
of green marketing communication on brand image
and customer’s purchase desire. Several previous
researches by Kour (2019) and Ganganaboina and Riaz
(2017) merely examine the inuence of green marketing
communication towards customer’s awareness. The
result of this research can provide empirical insight to
practitioners in food and beverage industry about the
effectiveness of green marketing communication to
improve brand image and customer’s purchase desire.
Therefore, the research aims to clarify the relationship
between the active level of green marketing
communication towards brand image and customer’s
purchase desire. Each element of green marketing
communication, namely green action communication,
green food communication, and green donation
communication will be partially tested. This research
aims to examine the role of brand image in mediating
the inuence of green marketing communication on
customer’s purchase desire. This research also aims
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The questionnaire consists of various questions,
namely questions on respondent’s proles and main
questions. The main questions are composed based on
the denition of operational variable as seen in Table
1 which using the Likert scale (Scale 1-5). The Likert
scale used in this study has 5 response categories, with
number 1 explaining “Strongly Disagree” and number
5 explaining “Strongly Agree”. The total number of
statements that need to be answered by respondents
in this section is 32 statements.To answer the main
questions, respondents are asked to choose and
visualize a restaurant they are familiar with that has
communicated its green activity.
reliability test method used in this study is Cronbach’s
alpha through SPSS 20.0 software. An instrument is
declared reliable if the value of Cronbach’s alpha is
equal to or greater than 0.7.After the reliability test
was carried out, it was found that all variables in the
questionnaire had Cronbach’s alpha values greater than
or equal to 0.7 (George and Mallery, 2003). Therefore,
the research instrument used is concluded as reliable.
Afterward, the data collection stage is continued to
the survey stage by distributing questionnaires to the
research population until it reach the target sample size.
Table 1. Operational variable
Variable Denition Indicator Statement Items Notation
Active level of
green action
communication
Green action is an activity
that aims to protect and
have a positive impact on
the environment, such as
energy and water efciency,
recycling and reducing the
use of materials that are not
environmentally friendly,
preventing pollution and
excess waste (Schubert,
2008; Irawan and Budiantoro,
2015). Therefore, the activity
of communicating the green
action that has been carried
out is called green action
communication.
Communication on
energy and water
efciency
Active communication on
electricity saving
A1
Active communication on water
saving
A2
Communication on
recycling
Active communication on the
use of environment-friendly
packaging/tool
A3
Active communication on the
reduce of indecomposable
materials
A4
Active communication on waste
sorting
A5
Communication on
pollution prevention
Active communication on
smoking policy
A6
Active communication on littering
policy
A7
Active communication on
reduction of paper waste
A8
Active level
of green food
communication
Green food is an activity
that includes sustainable
food, namely by using food
ingredients that support the
environment for the long term
in the future such as organic
materials or materials that are
easily obtained, as well as
providing special information
on the menu (Leonardo et
al. 2014). Therefore, the
activity of communicating
green food that has been
carried out is called green food
communication.
Communication on
organic materials
Active communication on the use
of organic materials
B1
Communication
on local/seasonal
ingredients
Active communication on the use
of local ingredients
B2
Active communication on special
seasonal menu
B3
Communication on
special menu with
health indicator
Active communication on low fat
special menu
B4
Active communication on
vegetarian special menu
B5
Active communication to reduce/
omit specic ingredient
B6
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Variable Denition Indicator Statement Items Notation
Active level of
green donation
communication
Green donation is the
activity of restaurants, cafes
and other eating/drinking
places that participate in or
donate to social activities
and community projects
related to environmental
issues (Leonardo et al.
2014). Therefore, the activity
of communicating green
donations that have been
carried out is called green
donation communication.
Communication on
donation
Active communication on
environment-friendly donation
C1
Communication on
project participation
Active communication on
participation as head/member of
environment-friendly project
C2
Communication
on environmental
education
Active communication on
environmental education to the
community
C3
Active communication on
environmental training/education
to the employees
C4
Brand Image • Brand image is a set of
associations that consumers
have learned about a brand,
thus generating spontaneous
thoughts and feelings when
hearing or seeing the brand
(Mothersbaugh & Hawkins,
2016).
• According to Aaker & Biel
(2009), the association of a
brand is formed by corporate
image, user image and
product image.
Corporate Image Well-known as green restaurant D1
Trusted service D2
Well-known for its innovation in
food/beverages
D3
User Image Customers are known to care
about the environment
D4
Customers are known to maintain
healthy lifestyle
D5
Product Image Product is known to taste good D6
Product is known to have
benecial nutrients
D7
Product is known to use healthy
ingredients
D8
Purchase
Desire
• Purchase intention is a form
of consumer behavior who
wishes to buy or choose
a product based on their
experience, use and desire
for a product (Kotler et al.
2016).
• According to Ferdinand
(2006), buying interest
is a consumer behavior
that can be identied
through several indicators,
namely transactional
interest, referential interest,
preferential interest and
exploratory interest.
Transactional Desire Desire to buy food/beverages E1
Referential Desire Desire to recommend to relatives E2
Desire to post a review in media E3
Preferential Desire Prefers food/beverages in this
restaurant to the ones in other
similar restaurant
E4
Tends to choose this restaurant
over other similar restaurant
E5
Explorative Desire Desire to nd new information
about the restaurant
E6
Inuence of Green Marketing Communication
towards Brand Image
Research conducted by Kour (2019) in India explained
that green marketing communication through various
channels signicantly and positively inuence product
awareness, brand image and customer preference
towards a brand in general. Grant (2007) asserted that
communicating the already performed green marketing
activities can generate positive brand image among the
customers, thus inuencing the company and company
products as well as encouraging the customers to buy the
product. Ganganaboina and Riaz (2017) species that
the already performed green marketing communication
can increase people’s awareness, provide inuence and
several benets for the company, such as to be more
innovative, to improve company reputation and create
good company image.
Indonesian Journal of Business and Entrepreneurship, Vol. 3 No. 2, May 2017
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Jurnal Aplikasi Bisnis dan Manajemen (JABM),
Vol. 8 No. 3, September 2022
green donation communication, brand image, and
purchase desire.
H1 There is a signicant inuence of active level
of green action communication towards brand
image.
H2 There is a signicant inuence of active level of
green action communication towards purchase
desire.
H3 There is a signicance inuence of purchase
desire towards brand image.
H4 Active level of green action communication
signicantly and indirectly inuence purchase
desire by means of brand image as the mediating
variable.
H5 There is a signicant inuence of active level
of green food communication towards brand
image.
H6 There is a signicant inuence of active level
of green food communication towards purchase
desire.
H7 Active level of green food communication
signicantly and indirectly inuence purchase
desire by means of brand image as the mediating
variable.
H8 There is a signicant inuence of active level of
green donation communication towards brand
image.
H9 There is a signicant inuence of active level
of green donation communication towards
purchase desire.
H10 Active level of green donation communication
signicantly and indirectly inuence purchase
desire by means of brand image as the mediating
variable.
RESULTS
After conducting the stage of data collection (the
pre-survey stage and the survey stage), there are 536
respondents who contribute to this research. However,
87 out of 536 respondents are declared as failing the
screening process. The process comprises of three
criteria that must be fullled, i.e. respondents have
done some transactions in the food and beverages
industry with the green concept, live in a big city in
Indonesia, and earn income at least equal to provincial
minimum wage.Hence, the collected questionnaire
results which fulll such criteria amount to 449. Data
processing is then followed by data cleaning stage,
Inuence of Green Marketing Communication
towards Purchase Desire
Previous researches have not examined the inuence
of green marketing communication to purchase desire.
However, there are several researches examining
the inuence of marketing communication or green
marketing towards purchase desire. Research by
Agustin et al. (2015) explains that green marketing of a
company directly and signicantly inuence customer’s
purchase desire to buy Tupperware products. Another
research by Haryoko and Ali (2018) describes that
green marketing and brand image, both partially and
totally, inuence customer’s purchase desire to buy
ADES bottled water. Research on the inuence of
marketing communication towards purchase desire
conducted by by Viliaus and Tobing (2017) indicates
that integrated marketing communication signicantly
and positively inuences brand equity and customer’s
purchase desire to buy Pond’s product.
Indirect Inuence of Green Marketing
Communication to Purchase Desire by means of
Brand Image
Previous researches have not examined the inuence
of brand image as mediating variable between green
marketing communication towards purchase desire.
However, there are several researches which discuss
the role of brand image as the mediating variable
between green marketing or marketing communication
towards purchase desire. Research by Hisam et al.
(2020) examines the inuence of brand image as
mediating variable between the inuence of green
marketing towards customer’s purchase desire to buy
ADES bottled water in Panjerejo Store, Tulungagung.
Result of the research indicates that brand image can
signicantly mediate the inuence of green marketing
towards customer’s purchase desire. In addition,
research by Hawila and Semuel (2017) shows that
marketing communication conducted by ISUZU
indirectly inuence customer’s purchase desire which
is signicantly mediated by brand image.
Based on prior explanation, the following is several
hypotheses to be examined in this research based on
conceptual framework in Figure 1. In the framework,
there are ve variables to be examined in this research,
i.e. green marketing communication viewed from
active level of green action communication, active
level of green food communication, active level of
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desire for a restaurant who have communicated green
activity.
Table 3 indicates the result of the demographic
group who has signicant differences through Mann-
Whitney-U test and Krukal=Wallis-H test. Gender-
based respondent groups have a signicant difference
of restaurant’s brand image, who have communicated
green activity. In addition, gender-based respondent
groups also have a signicant difference of customer’s
purchase desire towards the restaurant, who have
communicated green activity. Female respondents tend
to have a better brand image and purchase desire of
restaurants that have communicated their green activity
than males based on higher mean rank.
which is where incomplete, duplicated, inconsistent
data are eliminated, prior to data processing (Jasmir,
2016). Based on the result, the number of eligible
questionnaires to be used in this research is 425 with
respondent’s demography as seen in Table 2, which
exceeds the target sampling size. This indicates that the
response rate of this research is 79.3%.
Result of Signicance Difference Test
Based on the above demography, research is continued
by conducting signicant difference test through
Mann-Whitney-U test and Kruskal-Wallis-H test. The
test aims to determine whether there is a signicant
difference between the demographic groups of
respondents in terms of brand image and purchase
Figure 1. Conceptual framework
Table 2. Respondents Demography (n = 425)
Variable Classication Percentage
Gender Female 61%
Male 39%
Generation Gen Y 65%
Gen Z 18%
Gen X 17%
Occupation Private Employee 70%
Others 14%
Entrepreneur 10%
Student/College Student 4%
Civil Servant 2%
Expense Rp 3-6 million 38%
Rp <3 million 26%
Rp 6-12 million 24%
Rp 12-18 million 9%
Rp 18-24 million 2%
Rp 24-30 million 1%
Indonesian Journal of Business and Entrepreneurship, Vol. 3 No. 2, May 2017
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Table 3. Signicant difference test result
Grouping Variable Mean Rank Variable List Asymp. Sig. (2-tailed)
Male 193.85 Brand Image 0.010*
Female 225.27
Gen Z 191.00 Brand Image 0.000*
Gen Y 203.39
Gen X and earlier 274.71
Gen Z 195.91 Purchase Desire 0.002*
Gen Y 205.88
Gen X and earlier 259.60
Rp <3 million 177.22 Brand Image 0.000*
Rp 3 – 6 million 197.00
Rp 6 – 12 million 243.88
Rp 12 – 18 million 282.32
Rp 18 – 24 million 266.36
Rp 24 – 30 million 275.63
Rp <3 million 169.58 Purchase Desire 0.000*
Rp 3 – 6 million 203.24
Rp 6 – 12 million 252.34
Rp 12 – 18 million 260.37
Rp 18 – 24 million 250.93
Rp 24 – 30 million 252.50
After that, the more senior generation tends to have a
better brand image and higher purchase desire towards
a restaurant that has communicated its green activity as
seen in Table 3. The monthly expense-based respondent
group, which shows their economic status also indicates
a signicant difference in brand image and purchase
desire towards a restaurant that has communicated its
green activity. Based on the mean rank score, it can be
concluded that respondents with higher expenditure or
economical status tend to have a better brand image
and higher purchase desire towards a restaurant that
has communicated its green activity.
Before performing the regression analysis to test the
hypotheses from this research, the data collected has
been tested by classical assumption test. The classical
assumption test for simple regression consists of the
outlier test, normality test, and heteroscedasticity
test. The result of this test conrms that there is no
outlier data, the residual distributed normally, and no
heteroscedasticity problem exists, which means the
regression analysis result would be valid and unbiased.
Result of Regression Analysis
An analysis of simple regression will be used in this
study to test seven research hypotheses. First, simple
regression and multiple regression analysis must
be conducted to test whether a variable can act as a
mediator. Nevertheless, this test also used to prove
whether the mediating variable prerequisites are
fullled prior to continuing to Sobel Test. Seven out
of ten hypotheses in this research are tested using
regression analysis which the results are presented in
Table 4. If the sig. (t-test) value is lower than 0.05,
there is a signicant inuence of independent variable
towards dependent variable. Thus, the results in Table
4 indicate that the seven proposed hypotheses are
accepted and have a signicant inuence.
Based on Table 4, the explanation will be done per
hypothesis. In Hypothesis 1, it can be seen that the
R-square value is 34.7%. Therefore, in the R-square
value, the variation of the green action communication
variable as an independent variable can explain the
variation of the brand image variable as a dependent
variable by 34.7%. In contrast, the rest is explained
by other variables not included in this research model.
Therefore, an increased R-square value indicates that
the independent variable can explain the dependent
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In Hypothesis 3, it can be seen that the R-square value
is 44 %. The regression coefcient value of the active
level of green action communication is 0.521. Based
on this value, every unit increase in the brand image
will increase by 0.664 in purchase desire. The value
of sig (T-test) for the brand image variable is smaller
than 0.05, which is 0.00. This score shows a signicant
inuence between the brand image on purchase desire.
Similar results are shown in hypotheses 5,6, 8 and 9
that the independent variable signicantly inuences
the dependent variable.
After simple regression analysis has been carried out
to answer the seven hypotheses, regression analysis
still needs to be done to test the prerequisites for the
mediator variables that must be met before further
analysis using the Sobel test. In this research, there are
three hypotheses for testing the mediating variable, i.e.,
H3; H7; and H10. These hypotheses test brand image
as a mediating variable on the inuence of active level
of green marketing communication, partially towards
purchase desire. According to Preacher and Leonardelli
(2001), prior to conducting Sobel Test, there are four
prerequisites that must be met. From the result in Table
4, the prerequisite test for H4, H7, and H10 are met and
can proceed to the Sobel Test.
variable’s variation. The regression coefcient value of
the active level of green action communication is 0.521.
Based on this value, every one unit increase in the active
level of green action communication will increase by
0.521 in brand image. The value of sig (T-test) for the
active level of the green action communication variable
is smaller than 0.05, which is 0.00. This score shows a
signicant inuence between the active level of green
action communication on brand image.
Table 4 also shows the results of Hypothesis 2. The
R-square value shows that the variation of the active
level of the green action communication variable as
an independent variable can explain the variation of
the buying interest variable as the dependent variable
by 26.8%. In contrast, the rest is explained by other
variables that are not included in the analysis. The
regression coefcient value of the active level of green
action communication is 0.511. the value of sig (T-test)
for the active level of the green action communication
variable is smaller than 0.05, which is 0.00. This value
signicantly inuences the active level of the green
action communication variable and buying interest.
Table 4. Regression analysis test result
Hypotheses R2Sig. (t-test) Beta Test Result
(H1) Active Level of Green Action Communication → Brand
Image
34.7% 0.000 0.589 There is a signicant
inuence
(H2) Active Level of Green Action Communication → Purchase
Desire
26.8% 0.000 0.518 There is a signicant
inuence
(H3) Brand Image → Purchase Desire 44% 0.000 0.664 There is a signicant
inuence
(H5) Active Level of Green Food Communication → Brand
Image
50.2% 0.000 0.708 There is a signicant
inuence
(H6) Active Level of Green Food Communication → Purchase
Desire
34.4% 0.000 0.586 There is a signicant
inuence
(H8) Active Level of Green Donation Communication → Brand
Image
33.8% 0.000 0.581 There is a signicant
inuence
(H9) Active Level of Green Donation Communication →
Purchase Desire
31.9% 0.000 0.565 There is a signicant
inuence
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and Santoso (2019). In addition to gender, the proles
regarding the generation and economic status also
determine the brand image of restaurants conducting
green marketing communication. Generation X or more
senior generation, with better economic status tend to
have a better perception about restaurant brands that
have communicated their green marketing activity. This
is in line with the result of prior research by Porong
and Santoso (2019) that as customer’s age advances
and economic status improves, they will have a better
perception of environment-friendly restaurants.
Marketing communication conducted by company
inuences not only brand image, but also customer’s
purchase desire (Hawila and Semuel, 2017; Viliaus and
Tobing, 2017). This is in line with the second objective
of the research, which is to examine the inuence of
active level of green marketing communication, partially
towards customer’s purchase desire (H2, H6, and H9).
The results of the three hypotheses conrm that active
level of green action communication, active level of green
food communication, and active level of green donation
communication, partially and signicantly inuences
customer’s purchase desire. Positive Beta value for each
hypothesis also conrms that the relationship between
active level of green marketing communication,
partially towards brand image is positive. The result
of this research is in line with the result of Hawila and
Semuel (2017) and Viliaus and Tobing (2017)’s research
that marketing communication conducted by company
will inuence customer’s purchase desire.
Customer’s purchase desire on restaurant conducting
green marketing communication is also determined
by customer’s generation prole. Compared to other
generation, the more senior generation tends to have
higher purchase desire towards restaurant who has
communicated its green activity. This research’s
result is in line with the result of Royne et al. (2016)’s
research that as customer’s age advances, their purchase
desire towards environment-friendly restaurant also
increases. In addition to the generational group,
customer’s purchase desire towards the restaurant that
has communicated its green activity is also determined
by their economic status as reected from their monthly
expense. Customers with higher economic status tend
to have higher purchase desire towards the restaurant
that has communicated their green activity. This result
is in line with the result of prior research by Porong and
Santoso (2019) that customers at higher economic status
will also have higher purchase desire.
In this research, Sobel Test is applied to test three
hypotheses related to the role of brand image as a
mediating variable between the active level of green
marketing communication towards purchase desire. If
the p-value is lower than 0.05, it can be concluded that
the variable is signicantly proven as a mediator. Results
of this test in Table 5 indicates that all hypotheses are
accepted. This conrms that brand image plays a
signicant role as a mediator in the inuence of active
level of green marketing communication, partially
towards purchase desire.
Food and beverages industry continues to experience
signicant changes, encouraging the key stakeholders
in this industry to constantly seeking and implementing
the best strategy to gain competitive advantage. The
competitive advantage is needed to survive and win the
competition, which will inuence the brand image and
customer’s purchase desire. Many restaurants engage
in green marketing communication to achieve their
competitive advantage, and hopefully can increase their
sales.
As specied by Kour (2019), a company which conducts
and communicates their green marketing activities can
receive better perception. This is in line with the rst
objective of this research with these 425 respondents,
which is to examine the inuence of green marketing
communication, partially towards brand image (H1, H5,
and H8). The results of the three hypotheses conrm
that the active level of green action communication,
active level of green food communication, and active
level of green donation communication, partially and
signicantly inuences brand image. Positive Beta value
for each hypothesis also conrms that the relationship
between active level of green action communication,
active level of green food communication, and active
level of green donation communication, towards brand
image is positive. This research’s result is in line with
the statement of Kour (2019) and Grant (2007) that a
company conducting and communicating their green
activity can receive the better brand image.
The brand image of the restaurant that conducts green
marketing communication is also determined by the
customer’s demographic prole. Respondents of this
research are mostly women (61%). After the signicant
difference test is conducted, it showed that women’s
perception of restaurant brands that communicate their
green activity would be more positive. This is in line
with the statement of Ruiz et al. (2001) and Porong
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have actively conducted its green action communication.
This restaurant attempts to actively communicate
its activity to eliminate plastic straw using hashtag
#MulaiTanpaSedotan (#StartEliminatingPlasticStraw)
posted around the restaurant premis or in its social
media account (Intan, 2018). This can be the reference
for practitioners of food and beverages industry to
communicate their green action.
Additionally, the green food communication that is
proven to improve the brand image and customer’s
purchase desire also encourages practitioners to begin
or strengthen developing and implementing it. It can
be conducted by communicating several activities
such as the use of organic materials, local or seasonal
ingredients, provision of special menu or indicator
on the menu. Currently, numerous restaurant actively
communicates their green food programs, one of them
is a salad restaurant which communicates via digital
advertising that the ingredients of their product come
from local farmers network that they have (Imam,
2019). This can be the reference for practitioners of
food and beverages industry to communicate their
green food activity.
Moreover, the green donation communication that
is also proven to improve the brand image and
customer’s purchase desire also serves as suggestion
for practitioners to begin or strengthen developing and
implementing this strategy. They can conduct green
donation communication by communicating donation
activity or educational activity regarding environment
to the community.
The most important practical implication is the
result which proves that active level of green food
communication provides the greatest inuence towards
the brand image and purchase desire. It obviously helps
the company that has numerous limitations of resource
which result in unable to do all activities in parallel, so
they have to choose which one as the priority. Based on
this research, the rst strategy that can be set as a top
priority is green food communication.
From this research, the practitioners can also get insight
that there is a signicant difference of customer’s
perception toward a brand or commonly called brand
image, and customer’s purchase desire between groups
based on customers demography (gender, generation,
and economic status) on restaurants that have
communicated their green activity. The practitioners
Green action communication, green food
communication, and green donation communication
can be conducted partially by the company. However,
it is important to know which variable have the most
inuence on brand image and customer’s purchase
desire, especially for companies with limited resources.
This research shows that the variable that most
inuences brand image (Beta = 0.708) and customer’s
purchase desire (Beta = 0.586) is the active level of
green food communication. This result is supported
by prior research by Parlyna and Munawaroh (2011)
that anything related to food and beverages consumed
directly by customers will more inuence customer’s
perception and purchase desire towards the restaurant.
As stated by Hawila and Semuel (2017), the brand
image of restaurant can also be the mediating variable
between marketing communication and customer’s
purchase desire. This is in line with the third objective
of the research, to examine brand image variable as
the mediating variable in the inuence of active level
of green marketing communication, partially towards
customer’s purchase desire (H3, H6, and H9). The
three hypotheses conrm that brand image plays a
signicant role as mediator in the inuence of active
level of green action communication, active level of
green food communication, dan active level of green
donation communication, partially towards purchase
desire. This result indicates that green marketing
communication more actively performed by restaurant
will generate stronger inuence towards brand image,
and positive brand image will raise customer’s purchase
desire. This is in line with the statement of Preacher
and Leonardelli (2001).
This research provides several practical implications.
For practitioners in the food and beverages industry,
it is certainly very important to know all attributes to
improve their brand image and encourage customer’s
purchase desire, and this research provides the answers
to those questions.
The green action communication that is proven to
improve the brand image and customer’s purchase
desire can provide insights for the company to begin
developing and implementing the related strategies or
activities, or even strengthen them to be more active.
The green action communication that most actively
done by the restaurant includes the reduce of non-
biodegradable product, such as plastic, styrofoam, and
others. One of the globally-known fast food restaurants
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Moreover, this research has not examined the
nancial impact of green marketing communication
implementation, which can be done in future research.
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CONCLUSION AND RECOMMENDATIONS
Conclusion
The purpose of this research was to clarify the
relationship between the active level of green marketing
communication, partially towards the brand image
and also customer’s purchase desire, as well examine
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This research proves that the active level of green
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Recommendations
The research population in this study is required to
meet some specic criteria, which the result may lack
generalisability. Hence, researchers are encouraged
to test the different propositions in future research.
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