The Influence of Green Marketing on Purchase Intention Mediated by Brand Image : Corkcicle Products

Imel Udayanti; Agus Maolana Hidayat; Arry Widodo; Nurafni Rubiyanti

doi:10.55927/eajmr.v4i5.141

Authors

Imel Udayanti Telkom University
Agus Maolana Hidayat Telkom University
Arry Widodo Telkom University
Nurafni Rubiyanti Telkom University

DOI:

https://doi.org/10.55927/eajmr.v4i5.141

Keywords:

Green Marketing, Brand Image, Purchase Intention

Abstract

Plastic waste has become a global issue due to its impact on the environment. Single-use plastic consumption is still high, but awareness of sustainability is increasing, especially among Generation Z who are starting to switch to more environmentally friendly habits, such as bringing their own drinking bottles. This study aims to analyse the effect of green marketing on purchase intention, with brand image as a mediating variable on Corkcicle products. The research was conducted in Bandung, West Java, Indonesia, with a total of 269 respondents. Using quantitative methods through SEM Partial Least Square (PLS). The results showed that green marketing as well as brand image as a mediating variable have a significant influence in forming positive attitudes that drive purchase intention. These findings provide strategic insights for companies in understanding the dynamics of consumer preferences.

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