The Role of Green Products, Green Packaging, and Brand Loyalty in Influencing Green Purchase Decisions
DOI:
https://doi.org/10.37134/ibej.Vol16.2.1.2023Keywords:
Green Marketing, Green Product, Green Packaging, Brand Loyalty, Green Purchase DecisionsAbstract
Green marketing practices have gained significant attention due to increasing consumer awareness regarding health-conscious and environmentally friendly products. This research aims to analyze the impact of green product, green packaging, and brand loyalty on the purchasing decisions of green milk “Frisian Flag”. Questionnaires were distributed to 100 consumers who consumed "Frisian Flag" green milk in Yogyakarta, Indonesia, and multiple regression analysis was conducted to test the research hypothesis. The analysis proves that green products do not have a significant effect on the decision to purchase green milk. However, green packaging and brand loyalty have significant positive influences on the decision to purchase "Frisian Flag" green milk. These findings indicate that environmentally friendly products are not a determining factor in the decision to purchase "Frisian Flag" green milk. The dominant factors influencing green milk purchase are green packaging and brand loyalty. Therefore, firms should allocate more investment for green packaging and developing brand loyalty to gain better competitive advantage.
Downloads
References
REFERENCES
Agyeman, C. M. (2014). Consumers buying behavior towards green products: An exploratory study. International Journal of Management Research and Business Strategy, 3(1), 188–197.
Balmer, J. M., Powell, S. M., Elving, W., Pomering, A., & Johnson, L. W. (2009). Explicating corporate identity. Corporate Communications: An International Journal, 14(4), 420–439.
Barber, N. (2010). “Green” wine packaging: Targeting environmental consumers. International Journal of Wine Business Research, 22(4), 423-444.
Damayanti, E., & Nuvriasari, A. (2021). Pengaruh green packaging, green advertising, green perceived value, dan brand image terhadap keputusan pembelian konsumen The Body Shop. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 6(2), 385–404.
Dangelico, R. M., & Vocalelli, D. (2017). “ Green Marketing” : An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279. https://doi.org/10.1016/j.jclepro.2017.07.184
Dianti, N. R., & Paramita, E. L. (2021). Green Product dan Keputusan Pembelian Konsumen Muda. Jurnal Samudra Ekonomi Dan Bisnis, 12(28), 130–142. https://doi.org/10.33059/jseb.
Draskovic, N., Temperley, J., & Pavicic, J. (2014). Comparative perceptions of consumer goods packaging: Croatian consumers perspectives. International Journal of Management Cases, 11(2), 154–163.
Eneizan, B., Wahab, K. A., Sharif, Z. M., & Obaid, T. (2016). Effects of Green Marketing Strategy on the Financial and Non-Financial Performance of Firms : A Conceptual Paper. Oman Chapter of Arabian Journal of Business and Management Review, 34(3796), 1-14. https://doi.org/10.12816/0031457
Fadhilla, H.N., & Astuti, M.E. (2022). The influences of green packaging and ecolabel toward green purchase intention. Journal of Business and Behavioural Entrepreneurship, 6(2), 30-36.
Govender, J.P. & Govender. T.L. (2016). The influence of green marketing on consumer purchase behavior. Environmental Economics, 7(2), 77-85.
Hameed, I., Hyder, Z., Imran, M., & Shafiq, K. (2021). An environmentally sustainable perspective. Environment, Development and Sustainability, 0123456789. https://doi.org/10.1007/s10668-020-01202-1
Hawkins, D.I., and Mothersbaugh, D.L. 2010. Consumer Behavior: Building Marketing Strategy.11th edition. McGraw-Hill, Irwin.
Tan, C.N.L., Ojo, A.O. and Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2). https://doi.org/10.1108/YC-12-2018-0898
Isa, S. M., & Yao, P. X. (2013). Investigating the preference for green packaging in consumer product choices: A choice-based conjoint approach. Society for Business and Management Dynamics. 3(2), 84–96.
Khayru, R.K., Amri, M.W. & Gani, M.A. (2021). Green purchase behavior review of the role of price, green product, and lifestyle. Journal of Marketing and Business Research, 1(2), 71-82.
Kong, W., Jarun, A., Sulong, R.S. & Lily J. (2014). The influence of consumers’ perception of green products on green purchase intention. International Journal of Asian Social Science, 4(8), 924-939.
Kotler, P. and Keller, Kevin L. (2016). Marketing Management, 15th Edition New Jersey: Pearson Prentice Hall, Inc.
Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347.
Kwan Soo Shin, S., Amenuvor, F. E., Basilisco, R., & Owusu-Antwi, K. (2019). Brand trust and brand loyalty: A moderation and mediation perspective. Current Journal of Applied Science and Technology, 38(4), 1-17. https://doi.org/10.9734/CJAST/2019/v38i430376
Lutfie, H., Syafrina, I., & Hidayat, R. (2017). The impact of green product through labeling, packaging and product perception for purchasing decision: A review. International Journal of Economic Perspectives, 11(3), 368-373.
Mahmoud, M. A., Tsetse, E. K. K., Tulasi, E. E., & Muddey, D. K. (2022). Green packaging, environmental awareness, willingness to pay and consumers’ purchase decisions. Sustainability, 14(23), 16091.
Maniatis, P. (2016), Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production, 132, 215-228.
Mardiyah, S., Anggraeni, S. V., & Muzdalifah, L. (2022). The role of green products and green packaging in purchase decisions. Greenomika, 4(2), 116–127.
Masturoh, L. M. (2017). Pengaruh green product, green advertising, dan green brand terhadap keputusan pembelian konsumen pada produk green bag di Carrefour Kota Malang. Jurnal Ilmiah Mahasiswa FEB 5(1).
Maziriri, E. T. (2020). Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa. Cogent Business & Management, 7(1). https://doi.org/10.1080/23311975.2020.1719586
Mukonza, C., Hinson, R. E., Adeola, O., Adisa, I., Mogaji, E., & Kirgiz, A. C. (2021). Green marketing: An introduction. In C. Mukonza et al. (eds.), Green marketing in emerging markets: Strategic and operational perspectives (3-14). Springer Nature.
Newman, N. 2021. Green Marketing in Emerging Markets Strategic and Operational Perspectives. Switzerland: Palgrave Macmillan.
Nazim, M., Sharif, M. S., Zeb, N., Maqbool, A., Mazhar, M., & Bakhsh, A. (2020). The Power of Green Brand Loyalty: Exploring the Effect of Green Perceived Value, Green Perceived Risk and Green Trust on the Green Repurchase Decision. Paradigms, 14(1), 234-238. https://doi.org/10.24312/193014033
Okadiani, N.L.B., Mitariani, N.W.E., & Imbayani, I.G.A. (2019). Green product, social media marketing and its influence on purchasing decisions. International Journal of Applied Business & International Management, 4(3), 69-74.
Paramita, E. L., & Saputri, I. A. (2022). The influence of brand loyalty on customers’ repurchase decisions of green beauty product. Jurnal Manajemen Bisnis, 13(1), 121-137. https://doi.org/10.18196/mb.v13i1.13028
Pavan, M. P. S. (2010). Green marketing in India: Emerging opportunities and challenges. Journal of Engineering, Science and Management Education, 3, 9–14.
Putra, R.P & Djunaid, I.S. (2023). The effect of green marketing on purchase decisions in Ecaps. Gema Wiralodra, 14(2), 858-863.
Prakash, G., & Pathak, P. (2016). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production. 141, 385-393, https://doi.org/10.1016/j.jclepro.2016.09.116
Randika, A.W., Nofiwaty, Nofiawaty & Mavilinda, H. F. (2023). Analysis the effect of implementing green marketing strategy on consumers purchasing decision at The Body Shop Palembang. Jembatan: Jurnal Ilmiah Manajemen, 20(1), 45-60.
Raghavendra, D. S., & Kushwaha R. K. 2021. Concepts of Green Marketing. International Journal for Research in Applied Science & Engineering Technology (IJRASET), 9(12), 1215-1221.
Rizwan, M., Mahmood, U., Siddiqui, H., & Tahir, A. (2014). An empirical study about green purchase intentions. Journal of Sociological Research, 5(1), 290-305.
Sandran, K., Ibrahim, N. F. S., Padzil, S. Z. A., Wern, O. K., Hudin, N. S., Hudin, N. S., & Ismail, R. M. (2020). Consumers’ perception of the benefits and challenges of organic food consumption and supply. International Journal of Supply Chain Management, 9(2), 273-277.
Simmonds, G., & Spence, C. (2017). Thinking inside the box: How seeing products on, or through, the packaging influences consumer perceptions and purchase behaviour. Food Quality and Preference, 62, 340-351.
Situmorang, J. R. (2011). Pemasaran Hijau Yang Semakin Menjadi Kebutuhan Dalam Dunia Bisnis. Jurnal Administrasi Bisnis, 7(2), 35-46.
Suhaily, L., & Darmoyo, S. (2019). Effect of green product and green advertising to satisfaction and loyalty which mediated by purchase decision. International Journal of Contemporary Applied Researches, 6(1), 44-57
Varah, F., Mahongnao, M., Pani, B., & Khamrang, S. (2021). Exploring young consumers’ intention toward green products : Applying an extended theory of planned behavior. Environment, Development and Sustainability, 23(6), 9181–9195. https://doi.org/10.1007/s10668-020-01018-z
Wandosell, G.; Parra-Meroño, M.; Alcayde, A.; Baños, R. (2021) Green Packaging from consumer and business perspectives. Sustainability,13, 1356.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Eblin Nataliya, Audita Nuvriasari
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
