The impact of environmental knowledge, green word of mouth and green marketing on green purchase intention with environmental attitude as a mediating variable
Keywords:
Environmental Knowledge, Green Word of Mouth, Green Marketing, Environmental Attitude, Green Purchase Intention
Abstract
This study aims to analyze the effect of environmental knowledge, green word of mouth and green marketing on green purchase intention with environmental attitude as a mediating variable in Avoskin Skincare in Padang City. The sampling technique used purposive sampling. The research participants totaled 190 respondents who were selected as samples. Analysis using PLS 4.0 software shows that environmental knowledge, green word of mouth and green purchase intention significantly affect environmental attitude and green purchase intention. Environmental attitude mediates the relationship between environmental knowledge, green word of mouth and green purchase intention and environmental attitude does not mediate the relationship between green marketing and green purchase intention.
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References
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Sapanova, N., Cessna, S., DeChano-Cook, L. M., Childibaev, D., & Balta, N. (2023). Kazakhstani high school students’ environmental knowledge, attitudes, awareness and concern. International Research in Geographical and Environmental Education, 1–18.
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Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 41, 177–189.
Trivedi, R. H., Patel, J. D., & Acharya, N. (2018). Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing. Journal of Cleaner Production, 196, 11–22.
Widodo, A., Yusiana, R., & Stevanie, C. (2016). Pengaruh Green Marketing TerhadapNilai yang Dipersepsikan Dalam Keputusan Pembelian Pada Ades (Studi Kasus PadaMahasiswa/i Fakultas Komunikasi dan Bisnis Telkom University). Jurnal Ecodemica, 3(2), 529–538.
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739.
Yang, S., & Chai, J. (2022). The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role. Sustainability, 14(22), 15478.
Yen, N. T. H., & Hoang, D. P. (2023). The formation of attitudes and intention towards green purchase: An analysis of internal and external mechanisms. Cogent Business & Management, 10(1).
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750.
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in Psychology, 12, 644020.
Chandran, C., & Bhattacharya, P. (2019). Hotel’s best practices as strategic drivers for environmental sustainability and green marketing. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 29(2).
Chen, Y. S., Lin, C. L., & Chang, C. H. (2014). The influence of greenwash on green word-of-mouth (green WOM): The mediation effects of green perceived quality and green satisfaction. Quality & Quantity, 48, 2411–1425.
Emekci, S. (2019). Green consumption behaviours of consumers within the scope of TPB. Journal of Consumer Marketing.
Fu, L., & Gao, J. (2023). Bitter or sweet The interactive impact of message framing and environmental attitude on the effectiveness of green advertising. Asian Journal of Communication, 33(3).
Ghassani, M. K., Rahman, N. A., Geraldine, T., & Murwani, I. A. (2022). The Effect of Greenwashing, Green Word of Mouth, Green Trust and Attitude towards Green Products on Green Purchase Intention. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 5(3).
Hameed, I., Hussain, H., & Khan, K. (2022). The role of green practices toward the green word-of-mouth using stimulus-organism-response model. Journal of Hospitality and Tourism Insights, 5(5), 1046–1061.
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60–69.
Jekria, N., & Daud, S. (2016). Environmental Concern and Recycling Behavior. Pro-Cedia Economics and Finance, 35, 667–673.
Julianti, N. W. S., & Pramudana, K. A. S. (2017). Peran Sikap Dalam Memediasi Pengaruh Pengetahuan dan Kepedulian Lingkungan Terhadap Niat Beli Produk Hijau (Doctoral dissertation). Udayana University.
Kanchanapibul, M., Lacka, E., Wang, X., & Chan, H. K. (2014). An empiricalinvestigation of green purchasebehaviour among the young generation. Journal of Cleaner Production, 66, 528–536.
Kartikorini, N. (2018). Variasi Kandungan Merkuri (Hg) Pada Berbagai Macam Bedak Whitening Yang Dijual Pasar Blauran Surabaya. The Journal Of Muhammadiyah Medical Laboratory Technologist, 1(2).
Limbu, Y. B., Pham, L., & Nguyen, T. T. T. (2022). Predictors of green cosmetics purchase intentions among young female consumers in Vietnam. Sustainability, 14(19), 12599.
Liu, P., Teng, M., & Han, C. (2020). How does environmental knowledge translate into pro-environmental behaviors?: The mediating role of environmental attitudes and behavioral intentions. Science of the Total Environment, 728, 138126.
Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability, 14(18), 11703.
Mehdikhani, R., & Valmohammadi, C. (2022). The effects of green brand equity on green word of mouth: the mediating roles of three green factors. Journal of Business & Industrial Marketing, 37(2), 294–308. https://doi.org/10.1108/JBIM-03-2020-0166
Mendrofa, Y., Zebua, E., Gea, N. E., & Zalukhu, Y. (2023). Pengaruh Green Marketing, Brand Awareness Terhadap Purchase Intention Air Minum Dalam Kemasan merek Ades Melalui Evironment Attitude Mahasiswa Prodi Manajemen Universitas Nias. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi, 10(2), 1225–1235.
Mohiuddin, M., Al Mamun, A., Syed, F. A., Masud, M. M., & Su, Z. (2018). Environmental knowledge, awareness, and business school students’ intentions to purchase green vehicles in emerging countries. Sustainability, 10(5), 1534.
Resmawa, I. N. (2017). Pengaruh Brand Image dan Product Knowledge terhadap Purchase Intention dengan Green Price sebagai Moderating Variabel pada Produk the Body Shop di Surabaya. Aplikasi Manajemen, Ekonomi Dan Bisnis, 1(2).
Saari, U. A., Damberg, S., Frömbling, L., & Ringle, C. M. (2021). Sustainable consumption behavior of Europeans: The influence of environmental knowledge and risk perception on environmental concern and behavioral intention. Ecological Economics, 189.
Sanjaya, I. G. A., & Seminari, N. K. (2021). The Role of Consumers’ Attitude Mediating Green Marketing on Purchase Intention (Study Case at Indonesian Beauty Brand" Bali Tangi").
Sapanova, N., Cessna, S., DeChano-Cook, L. M., Childibaev, D., & Balta, N. (2023). Kazakhstani high school students’ environmental knowledge, attitudes, awareness and concern. International Research in Geographical and Environmental Education, 1–18.
Simanjuntak, M., Nafila, N. L., Yuliati, L. N., Johan, I. R., Najib, M., & Sabri, M. F. (2023). Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing. Sustainability, 15(6).
Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of Retailing and Consumer Services, 41, 177–189.
Trivedi, R. H., Patel, J. D., & Acharya, N. (2018). Causality analysis of media influence on environmental attitude, intention and behaviors leading to green purchasing. Journal of Cleaner Production, 196, 11–22.
Widodo, A., Yusiana, R., & Stevanie, C. (2016). Pengaruh Green Marketing TerhadapNilai yang Dipersepsikan Dalam Keputusan Pembelian Pada Ades (Studi Kasus PadaMahasiswa/i Fakultas Komunikasi dan Bisnis Telkom University). Jurnal Ecodemica, 3(2), 529–538.
Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739.
Yang, S., & Chai, J. (2022). The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role. Sustainability, 14(22), 15478.
Yen, N. T. H., & Hoang, D. P. (2023). The formation of attitudes and intention towards green purchase: An analysis of internal and external mechanisms. Cogent Business & Management, 10(1).
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750.
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in Psychology, 12, 644020.
Published
2024-06-29
How to Cite
Julia Azizah, V., & Dwita, V. (2024). The impact of environmental knowledge, green word of mouth and green marketing on green purchase intention with environmental attitude as a mediating variable . Marketing Management Studies, 4(2), 170-183. https://doi.org/10.24036/mms.v4i2.508
Section
Articles
