The Influence of Eco-Labels and Eco-Brands on Purchasing Interest in Sensatia Botanicals Products in Surabaya

Moy Yustiwa Rahayu Putri Kartika; Zawawi Zawawi

doi:10.55927/eajmr.v4i9.361

Authors

Moy Yustiwa Rahayu Putri Kartika Universitas Pembangunan Nasional (UPN) “Veteran” East Java
Zawawi Zawawi Universitas Pembangunan Nasional (UPN) “Veteran” East Java

DOI:

https://doi.org/10.55927/eajmr.v4i9.361

Keywords:

Eco-Label, Eco-Brand, Repurchase Intention, Green marketing

Abstract

Growing awareness of environmental concerns has motivated consumers to be more cautious in selecting eco-friendly products, which can be identified through eco-labels and eco-brands as part of green marketing initiatives. This study aims to analyze how eco-labels and eco-brands affect consumers’ purchase intention toward Sensatia Botanicals products in Surabaya. The research applied a quantitative approach with purposive sampling as the method of data collection, involving 100 participants. Data analysis was carried out using SEM-PLS with the assistance of SmartPLS 3.0 software. The results indicate that both eco-labels and eco-brands significantly contribute to strengthening consumer purchase interest. The study concludes that consumers show a greater tendency to consider buying products that reflect a commitment to sustainability. These findings highlight that environmentally oriented marketing strategies are effective in fostering purchase intention and may provide a competitive advantage for businesses.

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