The Influence of Green Advertising, Eco-Label, and E-WOM on Purchase Decisions of Le Minerale Products
DOI:
https://doi.org/10.66755/belacoss.v2i1.168Keywords:
Green Advertising, Eco-Label, Electronic Word of Mouth (E-WOM), Purchase Decision, Le MineraleAbstract
This study aims to examine the influence of green advertising, eco-labels, and electronic word of mouth (E-WOM) on consumer purchase decisions of Le Minerale bottled water products. The research is motivated by the growing consumer awareness of sustainability issues and the environmental impact of plastic packaging, which encourages companies to adopt environmentally oriented marketing strategies. Using a quantitative approach with Partial Least Square-Structural Equation Modeling (PLS-SEM), data were collected from 150 respondents who are Le Minerale consumers in the Greater Jakarta area. A five-point Likert scale questionnaire was employed to measure perceptions of the studied variables. The results indicate that green advertising has a positive and significant effect on purchase decisions. Eco-labels on product packaging further strengthen consumer trust in choosing environmentally friendly products, while E-WOM through social media plays a crucial role in shaping preferences and encouraging repeat purchases. The findings highlight that the integration of green marketing strategies and digital communication can enhance consumer purchase intention. Theoretically, this study contributes to the literature on green consumer behavior, while practically providing insights for companies to design environmentally oriented marketing strategies and leverage online communication to strengthen their eco-friendly image and competitiveness.
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