The Influence of Environmental Awareness, Green Brand Image, and Green Advertising on Purchase Decisions of Biore Liquid Hand Soap
DOI:
https://doi.org/10.66755/belacoss.v2i2.192Keywords:
Environmental Awareness, Green Brand Image, Green Advertising, Purchase DecisionAbstract
This study aims to examine the influence of Environmental Awareness, Green Brand Image, and Green Advertising on purchase decisions of Biore liquid hand soap. A quantitative method was applied with a sample consisting of consumers aged between 18 to 50 years who have purchased liquid hand soap at least once. Data were collected through an online questionnaire distributed via Google Forms and analyzed using SmartPLS 3.0 with Structural Equation Modeling (SEM). The results indicate that Environmental Awareness, Green Brand Image, and Green Advertising significantly and positively influence purchase decisions. These findings highlight the importance of green marketing strategies in shaping consumer behavior, particularly in the FMCG sector.
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