The Influence of Green Packaging and Green Products on Purchase Decisions with Brand Image as Mediation
DOI:
https://doi.org/10.70550/joseb.v2i4.164Keywords:
Green Packaging, Green Product, Purchase Decision, Brand ImageAbstract
Objectives: The aim of this research is to find out the environmental issues which have become a global concern as they directly affect human survival. One of the triggering factors is the lack of effective plastic waste management. This study was designed to test and analyze the impact of green packaging and green products on purchase decisions, with brand image acting as a mediating variable.
Methodology: A sample of 120 respondents was obtained from the millennial population in Jabodetabek through purposive sampling technique and calculation using Hair's formula. Quantitative methods were applied in this study, with data analysis using an alternative SEM approach, namely Partial Least Square (PLS), and processed with the Smart PLS 3.0 application.
Findings: The findings reveal that Green Packaging significantly enhances Brand Image, confirming Rahmawati & Azizah’s (2022) assertion that eco-friendly, recyclable packaging appeals to consumers concerned with waste reduction.
Conclusion: This study proves that green packaging, green product and brand image have a positive and significant effect on purchase decision. Brand image is unable to mediate green packaging on purchase decision. Brand image is able to partially mediate green product on purchase decision.
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