IRCI Article ID: IRCI-AR-0000001729

The Impact of Green Marketing Techniques on Consumer Purchasing Decisions in Organic Product Companies in North Sumatra through Product Quality Perception as an Intervening Variable

Authors:

Indra Welly Arifin Welly Arifin, Indra Hastuti Handayani Harahap Handayani Harahap, Hastuti Frederick Rudy Sentosa Rajagukguk Rudy Sentosa Rajagukguk, Frederick

Journal: International Journal of Economics, Management and Accounting

Publication: 2025-01-17 · Vol. 2 No. 8 · pp. 709–720

DOI: 10.47353/ijema.v2i8.231

Cite this article

Citation

Choose a citation style or copy BibTeX for your reference manager.

Style

View Original Publication

Abstract

This study aims to analyze the effect of green marketing techniques on consumer purchase decisions through perception of product quality as an intervening variable in organic product companies in North Sumatra. The method used in this study is a quantitative method using Structural Equation Modeling (SEM) through SmartPLS software. The test results show that green marketing techniques have a significant effect on the perception of product quality, which in turn affects consumer purchasing decisions. In addition, the perception of product quality is proven to be a variable that mediates the relationship between green marketing and purchasing decisions. These findings indicate that companies that implement green marketing techniques can improve the perception of product quality, which ultimately encourages consumers to buy the product. This study provides important insights for organic product companies to optimize green marketing strategies to improve consumer purchasing decisions.

0
IRCI Cited By

40
Indexed References

Authors

Indra Welly Arifin

Affiliation: Sekolah Tinggi Ilmu Ekonomi Bina Karya Tebing Tinggi, Indonesia

Welly Arifin, Indra

Hastuti Handayani Harahap

Affiliation: Sekolah Tinggi Ilmu Ekonomi Bina Karya Tebing Tinggi, Indonesia

Handayani Harahap, Hastuti

Frederick Rudy Sentosa Rajagukguk

Affiliation: Sekolah Tinggi Ilmu Ekonomi Bina Karya Tebing Tinggi, Indonesia

Rudy Sentosa Rajagukguk, Frederick

References

Adams, J., Khan, H. T. A., & Raeside, R. (2020). Research Methods for Business and Social Science Students. SAGE Publications.

Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411-423.

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94.

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.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (2nd ed.). SAGE Publications.

Kotler, P., & Keller, K. L. (2020). Marketing Management (15th ed.). Pearson Education.

Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). Greening the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41(2), 151-170.

Nguyen, T. L., & Pham, N. M. (2021). The Effects of Green Marketing on Consumers' Buying Intentions in Developing Countries. Journal of Consumer Research, 38(4), 123-135.

Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357-370.

Pujiyanto, R., & Setiawan, W. (2022). The Role of Green Marketing in Influencing Consumer Buying Decisions in Sustainable Product Markets. Journal of Marketing Science, 18(3), 120-135.

Sarker, A., & Rahman, A. (2018). Exploring consumer attitude toward green marketing: A case of emerging economy. Marketing Intelligence & Planning, 36(1), 106-119.

Sinha, P., & Batra, R. (2017). The impact of product type and cultural dimensions on green marketing efficacy. International Marketing Review, 34(3), 363-389.

Suryanto, M. (2022). Product Quality Perception as a Mediator in Green Marketing Influence on Consumer Purchase Decision. International Journal of Environmental Marketing, 7(1), 45-56.

Wahyudi, Y., & Nasution, S. (2022). The Impact of Green Marketing on Consumer Behavior in Organic Product Industry. Journal of Sustainable Business, 10(2), 77-89.

Williams, A. M., & Shaw, G. (2011). Internationalization and innovation in tourism. Annals of Tourism Research, 38(1), 27-51.

Zhang, B., & Zheng, C. (2019). The influence of green marketing on consumer attitudes and behavior: An empirical study in China. Sustainability, 11(4), 1230.

Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2013). Business Research Methods. Cengage Learning.

Zhou, L., & Wang, X. (2020). Impact of perceived green value on consumer purchase intentions: A study in the context of green marketing. Journal of Cleaner Production, 255, 120171.