Journal of Management E-ISSN: 3026-3239 Vol.
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php/JOM The Role Of Green Marketing On Millennial Purchase Intentions I Wayan Ruspendi Junaedi1 Universitas Dhaya Pura I Made Sumartana2 Universitas Ngurah Rai Gede Nyoman Wiratanaya3 Universitas Dhaya Pura Corespondence : I Wayan Ruspendi Junaedi .
uspendijunaedi@undhirabali.
Submited : 11-07-2023.
Accepted : 12-08-2023.
Published : 10-09-2023 Abstract The selling of sustainable and eco-friendly goods and services is becoming more and more important in the realm of green marketing and advertising.
Such marketing tactics assist them in fulfilling both their financial and environmental obligations.
On the other hand, little is known about how green marketing and advertising affect consumer preferences, both directly and indirectly.
The extent to which consumer views regarding green marketing and advertising affect their decision to purchase food goods has not been extensively studied.
The study used cross-sectional surveys of consumers who use ecologically friendly cosmetics to get around these disparities.
When gathering data, a sample strategy is employed.
Preliminary results indicate that environmentally friendly marketing has a significant impact on consumers' intentions to make purchases.
Conversely, research appears that customers' inclination to purchase is unaffected by ecologically responsible advertising.
Three-seven percent of the purchase variable is made up of marketing and green advertising.
Keywords:
Purchase Intention.
Food Products.
Impact.
Green Marketing.
Green Advertising Introduction Promoting environmentally friendly and sustainable products and services is known as environmentally friendly marketing, and it is a potent instrument that helps businesses meet both their environmental and financial commitments (Junaedi, 2.
This capitalizes on the growing interest and awareness among consumers for products and projects that are socially and environmentally sensitive.
Prior studies have demonstrated the positive effects of ecofriendly marketing strategies on consumer attitudes and perceptions of eco-friendly brands and Sumartana and colleagues, 2.
Research in the field of green marketing and advertising now being conducted mostly ignores the distinct traits and values of the millennial generation in favor of concentrating on consumer attitudes and behavior as a whole (Sumartana, 2.
This generation can react to Journal of Management https://myjournal.
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green initiatives differently than past generations since they are growing up in a world where everything is digitally connected and knowledge is incredibly accessible.
(Junaedi, 2.
Furthermore, there is a dearth of empirical research examining the finer points of how Green Marketing and Green Advertising interact and impact the purchasing intentions of Millennial consumers in the food sector.
The purpose of this study is to fill up important gaps in the There is still a dearth of knowledge in the literature regarding the direct and indirect effects of environmentally friendly marketing on consumer purchase intentions.
While numerous studies have examined the relationship between environmentally-friendly marketing and consumer attitudes, very few have looked at how customer attitudes about these marketing campaigns really affect actual purchasing decisions.
Junaedi et al.
The purpose of the study is to look into how customer purchasing intentions are impacted by green marketing and promotion.
The study aims to provide a more thorough knowledge of how environmentally friendly marketing influences the consumer selection process by examining the interplay between consumer attitudes, perceived environmental advantages, and other relevant variables.
The results of this study will not only broaden academic understanding of environmentally friendly marketing, but will also be highly advantageous to businesses and marketers seeking to develop sustainable marketing strategies that influence consumer behavior and promote environmentally conscious customer purchases.
Methods Using a quantitative cross-sectional survey approach, this study examines how consumer plans to purchase food goods are influenced by environmentally friendly marketing and Data from a range of samples of people who have thought about or bought ecologically friendly cosmetic goods will be gathered using convenience sampling.
There are multiple sections to the questionnaire, each with questions on purchasing intentions, awareness Journal of Management https://myjournal.
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and influence, attitudes toward environmentally friendly items, demographics, and other Using an online survey platform, data regarding aesthetics and environmental consciousness will be gathered and disseminated via email, social media, and online forums.
The demographic characteristics will be analyzed using descriptive statistics, and the relationship between the variables will be examined using correlation analysis.
Following demographic adjustment, double regression analysis is utilized to confirm the direct influence of eco-friendly marketing and advertising on purchase intentions.
To determine whether perception and awareness of environmentally friendly goods play a mediating function, mediation analysis will be performed if needed.
Results and Discussion Characteristics That Respond The majority of respondents were discovered to be women, and the age group between 21 and 30 had the highest presentation of participation in filling out the questionnaires, according to the results of the surveys that were distributed.
Based on the foregoing data, it can be inferred that a greater proportion of female consumers have purchased environmentally friendly food The bulk of university students in the province of Bali are represented by respondents in the age range.
This suggests that a respectable 64.
86% of students understand the basics of eco-friendly makeup.
The survey also reveals that, although 43.
3% of respondents would maturely reevaluate their decision before purchasing environmentally friendly items at a higher price, 56.
7% of respondents firmly believe that they are willing to pay a premium price for environmentally sound cosmetic products.
Based on the results, it can be concluded that most of the respondents come from middle-class backgrounds.
Tests for Validity and Reliability Considering green marketing when making food purchases Journal of Management E-ISSN: 3026-3239 Vol.
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php/JOM Table 3.
Regression Results Intercept
MeanPH
Coeficients 0,65556963 0,699131388 Standard Error
0,731995443
0,162688761
t Stat
0,895592502
4,297355164
P-value 0,376419987 0,000125482 The impact of green marketing on food purchase intentions can be modeled using the information in the table.
Y = 0 1X1
Mean MB = 0,656 0,699 (MeanPH) Table 4.
Summary Of Results Regression Statistics Multiple R
0,582282152
R Square 0,339052505 Adjusted R Square 0,320692852 Standard Error
0,751891682
Observations Based on the statistical analysis, the p-value for MeanPH is 0.
000125482, which is much smaller than the common significance threshold of 0.
This means that the effect of MeanPH on MeanMB is statistically significant.
In addition, the coefficient for MeanPH is 0.
This indicates a positive relationship between Green Marketing and Purchase Intention.
Specifically, for every one unit increase in MeanPH.
MeanMB (Food Product Purchase Intentio.
increases by approximately 0.
699 units.
Impact Of Green Advertising On Purchsae Intention On Food Products Table 5.
Regression Results Intercept
MeanPH
Coeficients 1,184623625 0,587127262 Standard Error
0,793434172
0,178572294
t Stat
1,493033281
3,287896741
P-value 0,144141629 0,002259854 The influence of Green Advertising (MeanIH) on Food Product Purchase Intentions may be modeled using the information in the table :
Y = 0 1X2
Y = 1,185 0.
587(MeanIH) Journal of Management E-ISSN: 3026-3239 Vol.
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https://myjournal.
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php/JOM Table 6.
Summary Of Results Regression Statistics Multiple R
0,480560001
R Square 0,230937915 Adjusted R Square 0,209575079 Standard Error
0,811059098
Observations Variable (MeanIH) and Purchase Intention (MeanMB).
Furthermore, the independent variable, green advertising, can account for 23.
09% of the variance in food product purchase intention .
he dependent variabl.
, according to the R Square value of 0.
2309, or 23.
09 percent.
Other factors not covered by this model account for the remaining 76.
91% of the variance in Purchase Intention.
Moreover.
MeanPH, the predictor, can explain MeanMB.
Additionally, there is a positive association ( 0.
between MeanMB and MeanIH.
According to this correlation.
MeanMB increases by 0.
5871 units for every unit increase in MeanIH.
According to the statistics and analysis, green advertising therefore has a favorable impact on consumers' intentions to purchase food products.
It is also evident, though, that this study does not address all of the impacting elements.
Even though this result was significant in a sample of 38, more research is necessary before it can be more broadly used.
The findings indicated a strong correlation between food product purchase intentions (MeanMB) and green marketing (MeanPH).
Food items.
In particular, there is a 1.
171 unit increase in MeanMB for every unit rise in MeanPH.
Our findings support the findings of two earlier studies (Junaedi et al.
, 2.
that shown that green marketing positively affects consumers' intentions to make purchases.
The study's findings are intriguing, nonetheless, because of the statistically insignificant negative correlation between MeanMB and Green Advertising (MeanIH).
This finding implies that while green marketing influences purchase intentions in a positive way, overt green advertising may not have the expected effect or even work against it.
Journal of Management https://myjournal.
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According to the study, even while customers admire environmentally friendly actions, they could think that overt marketing that promotes these practices is dishonest or "greenwashing".
The Adjusted R2 value of 0.
32 suggests that when taking into account the combined explanatory power of Green Marketing and Green Advertising on Purchase Intention, they account for almost 32% of the variance.
This confirms earlier research that while environmental concerns have a big impact on consumer decisions, other considerations including pricing, product quality, and brand loyalty also matter (Junaedi, 2.
As a result, while green marketing is becoming a more effective tool for shaping consumer intents to buy, there is ongoing discussion on the effectiveness of green marketing and green In order to ensure authenticity and steer clear of the possible risks of being viewed as insincere, brands need to carefully integrate environmental responsibility into their marketing mix.
Conclusion Green marketing and food product purchase intentions are significantly positively correlated, increasing meanMB by 1.
171 units for every increase in meanPH.
This result is consistent with earlier studies that highlight how important sustainable practices are becoming in shaping consumer behavior.
On the other hand.
MeanMB and Green Advertising have a negative .
tatistically insignifican.
This implies that even when customers admire eco-friendly actions, overt green advertising could be viewed as dishonest or "greenwashing".
This opinion is consistent with research that showed study participants to be skeptical of commercials that highlight environmental advantages.
Combined, green advertising and marketing explained almost 32% of the variation in purchase intention.
This is consistent with prior research demonstrating that, although environmental influences play a substantial role, brand loyalty, product quality, and price also have a major impact on customer decisions.
Journal of Management https://myjournal.
id/index.
php/JOM E-ISSN: 3026-3239 Vol.
No.
July - December .
, pp.
294- 301
References