Proceedings of the 1st International Conference of Management and Business (ICoMB 2022)

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The Relationship Between Green Marketing Mix and Purchasing Decisions: The Role of Brand Image as Mediator

Authors
Antonius Satria Hadi1, *, Niken Permata Sari1, Ardhi Khairi1
1Widya Mataram University, Yogyakarta, Indonesia
*Corresponding author. Email: antonius_satria@widyamataram.ac.id
Corresponding Author
Antonius Satria Hadi
Available Online 10 May 2023.
DOI
10.2991/978-94-6463-160-9_20How to use a DOI?
Keywords
Green Marketing Mix; Brand Image; Purchasing Decision
Abstract

Green marketing is any activity that will be carried out by a company that will minimize environmental damage. Green marketing consists of 4 marketing mix elements namely product, price, place, and promotions. Green marketing has the goal of improving relations between industries and their environment in order to provide oversight of the impact on the economy and be responsive to government regulations regarding the environment. The proposed framework aims to analyse whether the practice of the green marketing mix dimension consisting of product, price, place, and promotion influences purchasing decision mediated by brand image. Overall, there are four hypotheses proposed by the researchers in this conceptual article. The recommended method to test the conceptual framework is the structural equation model analysis where mediation variables are applied. The validity test shall use confirmatory factor analysis while the reliability test uses Cronbach’s Alpha. This article suggests further research for empirical testing by collecting data from respondents.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st International Conference of Management and Business (ICoMB 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
10 May 2023
ISBN
10.2991/978-94-6463-160-9_20
ISSN
2352-5428
DOI
10.2991/978-94-6463-160-9_20How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Antonius Satria Hadi
AU  - Niken Permata Sari
AU  - Ardhi Khairi
PY  - 2023
DA  - 2023/05/10
TI  - The Relationship Between Green Marketing Mix and Purchasing Decisions: The Role of Brand Image as Mediator
BT  - Proceedings of the 1st International Conference of Management and Business (ICoMB 2022)
PB  - Atlantis Press
SP  - 194
EP  - 205
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-160-9_20
DO  - 10.2991/978-94-6463-160-9_20
ID  - Hadi2023
ER  -