THE INFLUENCE OF GREEN MARKETING ON CONSUMERS PURCHASE INTENTION MEDIATING TO CORPORATE’S REPUTATION TOWARD THE BODY SHOP IN PONTIANAK
Abstract
Environmental concerns have become a big issue in agriculture, science, techonology and business field. The damages on the environment have changed the way of thinking for all parties. They tend to prevent the activities that could harm the environment. This positive attitude towards environment influence their shopping attitude as well. Such conditions lead the business actors to perform a business based environment approach. This new phenomenon has developed the concept of green marketing. The purpose of this study is to examine the influence of green marketing towards consumers purchase intention through corporate’s reputation as the mediating variable. The green marketing tools analyzed in this study are green advertising, ecological labelling, and ecological branding. Primary data was gathered using questionnaire distributed to 100 respondents in Pontianak who know The Body Shop. Data analysis was conducted using SPSS 23.0 software and observed with path analysis. The result of the study revealed that green advertising and ecological branding have significant effect towards corporate’s reputation and consumers purchase intention. However, ecological labelling founded to be not significant for both corporate’s reputation and consumers’ purchase intention. Furthurmore, corporate’s reputation founded does not mediate the green marketing to consumers’ purchase intention.
Keywords: green marketing, green advertising, ecological labelling, ecological branding, corporate reputation, consumer purchase intention
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