International Research & Citation Index
IRCI Article ID: IRCI-AR-0000001630

The Effect of Eco-Friendly Packaging, Green Brand Image on Purchasing Decisions on MSME Product in West Bandung Regency

Authors:
Nover DiansyahDiansyah, NoverSri Astuti PratminingsihAstuti Pratminingsih, Sri

Journal: International Journal of Economics, Management and Accounting

Publication: 2025-08-05 · Vol. 3 No. 3 · pp. 243–251

DOI: 10.47353/ijema.v3i3.330

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Abstract
This study was conducted to explore the influence of eco-friendly packaging & green brand image on consumer purchasing to decisions for MSME products in the West Bandung Regency area. The study is motivated by the growing public concern for environmental issues and the increasing tendency of consumers to be more selective in choosing ecologically sustainable products, the method used is a quantitative approach through a questionnaire-based survey. A purposive method sampling was employed to select total of 120 participants, namely individuals who had experience purchasing MSME products labeled as environmentally friendly. The data obtained were subsequently analyzed through multiple linear regression to assess the extent to which each variable both simultaneously and individually influences purchasing decisions. The findings reveal that both eco-friendly packaging and environmentally conscious brand image significantly and positively affect consumer decisions to purchase products. As consumers' perceptions of these two aspects increase, the greater their likelihood of making a purchase. This fact reinforces that sustainable business strategies are not merely a form of social responsibility but also a key factor in enhancing market appeal and marketing effectiveness. The practical implications of this study encourage MSME actors to pay greater attention to packaging design that is not only aesthetically pleasing but also reflects sustainability values. Additionally, building a brand identity that demonstrates environmental concern can serve as a strong and relevant differentiation strategy in responding to the evolving preferences of modern consumers who are increasingly aware of green issues).


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Authors
Nover Diansyah
Affiliation: , Universitas Widyatama, Indonesia Author Origin : Indonesia
Diansyah, Nover
Sri Astuti Pratminingsih
Affiliation: , Universitas Widyatama, Indonesia Author Origin : Indonesia
Astuti Pratminingsih, Sri


References
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Astini, R. (2016). Citra merek dan loyalitas pelanggan: Studi pada produk ramah lingkungan. Jurnal Ilmu Ekonomi Dan Sosial, 7(2), 133–142.
Augtiah, I., Susila, I., & Wiyadi. (2022). The effect of green perceived value and green brand image on consumer purchase intention. Jurnal Manajemen Dan Bisnis, 11(1), 50–59.
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Lestari, R., Gunawan, A., & Sari, M. (2023). Analisis pengaruh green marketing terhadap keputusan pembelian. Jurnal Ilmu Ekonomi Dan Bisnis Berkelanjutan, 4(2), 78–87.
Lestari, R., Gunawan, A., & Yuliana, S. (2023). Kesadaran lingkungan dan pengaruhnya terhadap perilaku pembelian hijau di Bandung Barat. Jurnal Manajemen Berkelanjutan, 5(2), 102–113.
Lindh, H., Olsson, A., & Williams, H. (2016). Consumer perceptions of sustainable packaging: A systematic review. Sustainability, 8(6), 545.
Magnier, L., & Crié, D. (2015). Communicating packaging eco-friendliness. International Journal of Retail & Distribution Management, 43(4/5), 350–366. https://doi.org/10.1108/IJRDM-04-2014-0048
Maharani, N. (2020). Green brand image dan dampaknya terhadap loyalitas pelanggan. Jurnal Pemasaran Hijau, 4(1), 77–85.
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Sollu, Y., & Hendratmoko, H. (2024). Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk Sensatia Botanicals Di Jakarta. Journal of Economic, Bussines and Accounting (COSTING), 7(4), 10616–10627. https://doi.org/10.31539/costing.v7i4.9628
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Hartmann, P., & Apaolaza-Ibáñez, V. (2006). Green branding effects on attitude: Functional versus emotional positioning strategies. Marketing Intelligence & Planning, 24(7), 706–719. DOI: https://doi.org/10.1108/02634500610711842
Magnier, L., & Crié, D. (2015). Communicating packaging eco-friendliness. International Journal of Retail & Distribution Management, 43(4/5), 350–366. https://doi.org/10.1108/IJRDM-04-2014-0048 DOI: https://doi.org/10.1108/IJRDM-04-2014-0048
Sollu, Y., & Hendratmoko, H. (2024). Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk Sensatia Botanicals Di Jakarta. Journal of Economic, Bussines and Accounting (COSTING), 7(4), 10616–10627. https://doi.org/10.31539/costing.v7i4.9628 DOI: https://doi.org/10.31539/costing.v7i4.9628
Ulya, S. N., & Aqmala, D. (2024). Pengaruh Green product, Green Price dan Green Brand Image Terhadap Keputusan Pembelian Produk Galon Le Minerale. Jurnal EMT KITA, 8(1), 409–420. https://doi.org/10.35870/emt.v8i1.2146 DOI: https://doi.org/10.35870/emt.v8i1.2146
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Amalia, A. P., Hadi, S. P., & Prabawani, B. (2023). Pengaruh Green Promotion dan Green Packaging terhadap Keputusan Pembelian Produk Milo Activ-Go UHT (Studi pada Konsumen di Kota Semarang). Jurnal Ilmu Administrasi Bisnis, 12(3), 1019–1028. https://ejournal3.undip.ac.id/index.php/jiab
Amin, M., Chou, T. C., & Wibowo, S. S. A. (2019). The effect of green marketing on purchase decision and customer satisfaction. International Journal of Research in Business and Social Science (2147-4478), 8(6), 498–505.
Apriliani, T., & Aqmala, D. (2021). Pengaruh Green Brand Image, Green Perceived Value, Green Awareness dan Green Knowledge Terhadap Keputusan Pembelian. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 1(1), 66–75.
Astini, R. (2016). Citra merek dan loyalitas pelanggan: Studi pada produk ramah lingkungan. Jurnal Ilmu Ekonomi Dan Sosial, 7(2), 133–142.
Augtiah, I., Susila, I., & Wiyadi. (2022). The effect of green perceived value and green brand image on consumer purchase intention. Jurnal Manajemen Dan Bisnis, 11(1), 50–59.
Azalia, R., & Anisa, S. (2021). Pengaruh green product terhadap keputusan pembelian konsumen pada produk fashion. Jurnal Ilmu Manajemen Terapan, 12(1), 15–25.
Candra, F. (2018). Pengaruh kesadaran lingkungan dan green product terhadap keputusan pembelian produk ramah lingkungan. Jurnal Riset Manajemen Dan Bisnis, 13(1), 34–41.
Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and Green Trust: The Mediation Effects of Green Consumer Confusion and Green Perceived Risk. Journal of Business Ethics, 114(3), 489–500. https://doi.org/10.1007/s10551-012-1360-0
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319.
Daffa, A. R., & Sanjaya, R. A. (2022). Pengaruh green packaging terhadap keputusan pembelian. Jurnal Pemasaran Kompetitif, 10(2), 123–133.
Danuarta, I. D., Rustandi, E., & Yuliandita, F. A. (2024). Pengaruh Desain Kemasan Ramah Lingkungan terhadap Keputusan Pembelian Konsumen Milenial. 2.
Doszhanov, A., & Ahmad, Z. A. (2015). Customers’ intention to use green products: The impact of green brand dimensions and green perceived value. SHS Web of Conferences, 18, 1008. https://doi.org/10.1051/shsconf/20151801008
Febriatmoko, B., Manajemen, P. S., & Semarang, U. N. (2024). Peran Mediasi Citra Merek Hijau dalam Meningkatkan Keputusan Pembelian Produk Ramah Lingkungan. [Nama Jurnal], 15(2), 11–18.
Fianda, A. Y. A., Fandinny, I., Kacaribu, L. N. B., Desyani, N. A., Asyifa, N., & Wijayanti, P. (2021). Eco-friendly packaging: Preferensi dan Kesediaan Membayar Konsumen di Marketplaces. Jurnal Ilmu Lingkungan, 20(1), 147–157. https://doi.org/10.14710/jil.20.1.147-157
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson Prentice Hall.
Hartini, T. (2021). Citra merek hijau sebagai prediktor keputusan pembelian. Jurnal Ekonomi Dan Manajemen, 12(1), 19–27.
Hartmann, P., & Apaolaza-Ibáñez, V. (2006). Green branding effects on attitude: Functional versus emotional positioning strategies. Marketing Intelligence & Planning, 24(7), 706–719.
Hsu, C. L., Chang, C. Y., & Lin, T. T. (2017). A study of green consumer behavior: The mediating role of green brand image. International Journal of Consumer Studies, 41(3), 325–334.
Johannes, L., Putra, H. D., & Permana, A. S. (2015). Strategi desain produk ramah lingkungan. Jurnal Desain Produk, 2(1), 12–20.
Khoiruman, M., & Purba, H. D. (2020). The influence of green marketing and product innovation on purchase decisions of environmentally friendly products. Jurnal Riset Bisnis Dan Manajemen, 13(3), 212–221.
Kotler, P., & Keller, K. (2021). Marketing Management (15th ed.). Pearson.
Kristiana, L. (2017). Green product sebagai strategi pemasaran berkelanjutan. Jurnal Ilmu Ekonomi Dan Sosial, 8(2), 88–94.
Lestari, R., Gunawan, A., & Sari, M. (2023). Analisis pengaruh green marketing terhadap keputusan pembelian. Jurnal Ilmu Ekonomi Dan Bisnis Berkelanjutan, 4(2), 78–87.
Lestari, R., Gunawan, A., & Yuliana, S. (2023). Kesadaran lingkungan dan pengaruhnya terhadap perilaku pembelian hijau di Bandung Barat. Jurnal Manajemen Berkelanjutan, 5(2), 102–113.
Lindh, H., Olsson, A., & Williams, H. (2016). Consumer perceptions of sustainable packaging: A systematic review. Sustainability, 8(6), 545.
Magnier, L., & Crié, D. (2015). Communicating packaging eco-friendliness. International Journal of Retail & Distribution Management, 43(4/5), 350–366. https://doi.org/10.1108/IJRDM-04-2014-0048
Maharani, N. (2020). Green brand image dan dampaknya terhadap loyalitas pelanggan. Jurnal Pemasaran Hijau, 4(1), 77–85.
Nelly, Y., Suprapto, B., & Marlina, L. (2021). Green marketing and its impact on purchase decision: A study on eco-friendly products in Indonesia. Jurnal Manajemen Dan Bisnis Indonesia, 7(1), 44–52.
Ottman, J. A. (2010). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Berrett-Koehler Publishers.
Pratama, Y., & Sari, D. (2022). Pengaruh Green Product dan Green Packaging terhadap Keputusan Pembelian Produk The Body Shop di Malang. Jurnal Manajemen Dan Bisnis, 10(2), 22–35.
Rahmadhani, D., & Widodo, D. (2023). Pengaruh green brand image terhadap keputusan pembelian produk hijau. Jurnal Manajemen Dan Organisasi, 14(2), 147–158.
Sari, D. R., Sari, D. R., & Sari, D. R. (2022). Perilaku Konsumen Hijau pada Remaja: Studi di Daerah Aliran Sungai Citarum, Jawa Barat, Indonesia. Jurnal Ilmu Lingkungan, 20(1), 1–10.
SDG Center Universitas Pajajaran Center at Padjadjaran. (2020). Tujuan Pembangunan Berkelanjutan (SDGs) di Indonesia: Konsep, Target, dan Strategi Implementasi. SDG Center Unpad.
Sofwan, M., & Wijayangka, C. (2021). Pengaruh green product terhadap keputusan pembelian konsumen. Jurnal Manajemen Dan Kewirausahaan, 9(1), 45–54.
Sollu, Y., & Hendratmoko, H. (2024). Pengaruh Green Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk Sensatia Botanicals Di Jakarta. Journal of Economic, Bussines and Accounting (COSTING), 7(4), 10616–10627. https://doi.org/10.31539/costing.v7i4.9628
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Ulya, S. N., & Aqmala, D. (2024). Pengaruh Green product, Green Price dan Green Brand Image Terhadap Keputusan Pembelian Produk Galon Le Minerale. Jurnal EMT KITA, 8(1), 409–420. https://doi.org/10.35870/emt.v8i1.2146
Yulfita Aini, D., & Sulastri, R. (2022). Pengaruh green marketing terhadap keputusan pembelian produk UMKM. Jurnal Inovasi Ekonomi, 7(1), 20–28.
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