The Influence of Eco-Brand, Eco-Labelling and Environmental Advertisement on Consumer Purchasing Behavior through Brand Image

Abstract

The high level of environmental concern will encourage individual to consume environmentally friendly products and encourage company to implement the green marketing strategy. This study aims to examine the direct and indirect effect of green marketing tools namely eco-label, eco-brand and environmental advertisement on consumer purchase behavior with brand image as an intervening variable. The sampling method used is purposive sampling technique through questionnaire with 115 respondents who are consumers of Ades in Semarang. The data analysis method used is path analysis. The results of this study show that eco-brand and eco-labelling have positive and significant effect on consumer purchase behavior while environmental advertisement has negative and significant effect on consumer purchase behavior. Eco-brand, eco-labeling and environmental advertisement have positive and significant effect on consumer purchase behavior through brand image. Brand image has a role as an intervening variable between eco-brand, eco-labeling and environmental advertisement to consumer purchase behavior.

Factors Influencing Consumer Purchase Decisions for Aqua Life Indonesia Products: Analysis of Ecolabel Awareness, Green Marketing Mix, and Brand Image

“…The company's awareness of caring for and preserving the environment attracts consumer sympathy to make purchases on its products. The hypothesis test results align with research conducted by Rizqiyana (2020) which states that brand image has a positive and significant effect on green marketing tools in the form of eco-brands, eco-labeling, and brand image. Furthermore, it is proven to be an intervening variable between green marketing tools in the form of ecobrands: brands, eco-labeling on consumer buying behavior.…”

“…This finding proves that brand image strongly influences consumer buying behavior (Sivanesan, 2014). The hypothesis test results align with research conducted by Rizqiyana (2020), which states that brand image has a positive and significant effect on consumer buying behavior because the brand image can mediate the effect of green marketing tools on consumer buying behavior for Ades products. If the green marketing tools improve, it will increasingly affect the brand image so that it will have an impact on increasing consumer buying behavior towards Ades products.…”

Green purchasing behaviour of international tourists in Malaysia using green marketing tools: theory of planned behaviour perspective

“…Although no single marketing tool is suitable for a particular organisation, many scholars have highlighted the following three dimensions of green marketing tools that influence consumers’ green purchasing behaviours: environmental advertisement, eco-label and eco-brand (Rizqiyana and Wahyono, 2020). Similar to earlier research, this study adopts the above three dimensions, making perception easier and increasing consumer awareness about green products.…”

The Influence of Brand Visual Communication on Consumer Psychology Based on Deep Learning

“…Use the stuttering word segmentation tool to segment the review text, and select the aspect words related to the product features from the words with a word frequency greater than 5/10,000, correct or complete words with inaccurate segmentation results, (for example, change "comprehensive" to "full screen"), add some words related to existing attribute words according to common sense (for example, add "double" to "price." 11), and then identify explicit and implicit aspect words respectively [18]. e meaning of the aspect words established on the JD mobile phone dataset is shown in Table 1.…”