The Effect of Green Marketing on Purchase Decision with Brand Image as A Mediating Variable: A Case Study at Satvika Bhoga Denpasar

I Made Denny Wahyu Aditya; I Gst. A. Kt. Gd. Suasana

doi:10.61132/digitalinnovation.v2i3.492

Authors

I Made Denny Wahyu Aditya Universitas Udayana
I Gst. A. Kt. Gd. Suasana Universitas Udayana

DOI:

https://doi.org/10.61132/digitalinnovation.v2i3.492

Keywords:

Brand Image, Green Marketing, Organic Products, Purchase Decision, Satvika Bhoga

Abstract

This study aims to analyze the effect of green marketing on purchase decision with brand image as a mediating variable among consumers of Satvika Bhoga in Denpasar. The research is grounded in the increasing consumer awareness of environmental issues, which has not yet been fully reflected in consistent purchasing behavior toward environmentally friendly products. Despite a rise in environmental consciousness, many consumers remain skeptical or indifferent unless a brand manages to build a credible and positive image aligned with eco-friendly values. Employing a quantitative approach with an associative research design, data were collected through structured questionnaires distributed to Satvika Bhoga consumers, selected using purposive sampling. The analysis was conducted using path analysis and the Sobel test to assess both direct and indirect relationships among variables. These methods allowed the researchers to examine not only the magnitude of influence but also the mediating role of brand image in shaping purchase decisions. The results indicate that green marketing has a positive and significant effect on purchase decision and significantly strengthens Satvika Bhoga’s brand image as an environmentally conscious brand. Furthermore, brand image was found to have a strong and statistically significant influence on purchase decision, confirming its role as a partial mediator. This implies that green marketing efforts, such as eco-friendly packaging, sustainable sourcing, and environmental messaging, not only influence consumer decisions directly but also enhance the overall brand perception, which in turn further motivates consumers to make purchases. Thus, businesses aiming to improve eco-product sales should prioritize consistent green marketing strategies that reinforce a trustworthy and environmentally responsible brand image.

Downloads

Download data is not yet available.

References

Adisak, S. (2022). The influence of customer expectations, customer loyalty, customer satisfaction and customer purchase decision on customer purchasing intentions: A case study of K-POP fans in Thailand. African Journal of Business Management, 16(1), 1–9. https://doi.org/10.5897/ajbm2021.9321

Aditya, D. E., Siregar, M. E. S., & Sari, D. A. P. (2023a). Measuring purchase decision tendencies of Jakarta Special Region e-commerce consumer. Jurnal Dinamika Manajemen dan Bisnis, 6(1). https://doi.org/10.21009/JDMB.06.1.2

Adnyana, I. B. R. K., & Santika, I. W. (2021a). Peran mediasi brand image pada pengaruh green marketing terhadap purchase decision (Studi kasus pada pelanggan Starbucks di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 10(11), 1161. https://doi.org/10.24843/ejmunud.2021.v10.i11.p06

Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195

Akbar, M. A., Rezeki, S., & Gustina. (2022). Analysis of the effect of promotion and brand image on customer purchase decisions. Jurnal Manajemen Bisnis Eka Prasetya Penelitian Ilmu Manajemen, 8(1), 96–107. https://doi.org/10.47663/jmbep.v8i1.233

Alifia, H., & Dewi, P. A. R. (2022). The effectiveness of green marketing communication strategy on Garnier product purchase decisions: A study on Generation Z in Surabaya City about Garnier Green Beauty. The Commercium, 5(2), 294–304. https://doi.org/10.26740/tc.v5i2.47872

Amoako, G. K., Dzogbenuku, R. K., Doe, J., & Adjaison, G. K. (2022). Green marketing and the SDGs: Emerging market perspective. Marketing Intelligence & Planning, 40(3), 310–327. https://doi.org/10.1108/MIP-11-2018-0543

Angeline, C., Suparna, G., & Dana, I. M. (2023). The role of brand image mediates the influence of promotion on purchase decisions. Journal of Law and Sustainable Development, 11(10), e869. https://doi.org/10.55908/sdgs.v11i10.869

Anjani, S., & Perdhana, M. S. (2021). Green marketing mix effects on consumers’ purchase decision: A literature study. Diponegoro Journal of Management, 10(1). http://ejournal-s1.undip.ac.id/index.php/dbr

Ariani, F. Y., Amalina, R., & Kumalasari, D. (2023). The role of green marketing and brand image on purchase decisions of Aqua Reflection. Perdana Reflection, 6(2), 219–230. https://doi.org/10.26858/pdr.v6i2.44046

Ariestania, A. R., & Adriyanto, A. T. (2024). Green marketing dalam membentuk keputusan pembelian. Jurnal Ilmiah Manajemen dan Bisnis, 25(2), 159–176. https://doi.org/10.30596/jimb.v25i2.21999

Arvy Ginting, R., Angelia, A., Salsabila, T., Damero, S., Primananda, R., & Setyo, K. (2023). Pengaruh green marketing, inovasi produk dan brand awareness terhadap keputusan pembelian (Studi kasus: PT Unilever Indonesia Tbk). Jurnal Ilmu Multidisiplin, 1(4), 986–992. https://doi.org/10.38035/jim.v1i4.198

Badan Pusat Statistik. (2024). Rata-rata konsumsi per kapita sebulan (rupiah). https://denpasarkota.bps.go.id/id/statistics-table/2/MTg3IzI=/rata-rata-konsumsi-per-kapita-sebulan--rupiah-.html

Cahyanti, N. P. I., & Ekawati, N. W. (2021). Green trust memediasi green perceived value dan green perceived risk terhadap green repurchase intention. E-Jurnal Manajemen Universitas Udayana, 10(12), 1325. https://doi.org/10.24843/ejmunud.2021.v10.i12.p04

Clow, K. E., & Baack, D. (2022). Integrated advertising, promotion, and marketing communications (Global ed., 9th ed.). Pearson Education.

Deloitte. (2022). How consumers are embracing sustainability? https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-consumer.html

Djatmiko, T., & Pradana, R. (2016). Brand image and product price; its impact for Samsung smartphone purchasing decision. Procedia - Social and Behavioral Sciences, 219, 221–227. https://doi.org/10.1016/j.sbspro.2016.05.009

Fatmawati, I., & Alikhwan, M. A. (2021). How does green marketing claim affect brand image, perceived value, and purchase decision? E3S Web of Conferences, 316. https://doi.org/10.1051/e3sconf/202131601020

Fattah Al-Azzam, A., & Al-Mizeed, K. (2021). The effect of digital marketing on purchasing decisions: A case study in Jordan. Journal of Asian Finance, Economics and Business, 8(5), 455–463. https://doi.org/10.13106/jafeb.2021.vol8.no5.0455

Gazi, M. A. I., Mamun, A. A., Masud, A. A., Senathirajah, A. R. B. S., & Rahman, T. (2024). The relationship between CRM, knowledge management, organization commitment, customer profitability and customer loyalty in telecommunication industry: The mediating role of customer satisfaction and the moderating role of brand image. Journal of Open Innovation: Technology, Market, and Complexity, 10(1). https://doi.org/10.1016/j.joitmc.2024.100227

Gelderman, C. J., Schijns, J., Lambrechts, W., & Vijgen, S. (2021). Green marketing as an environmental practice: The impact on green satisfaction and green loyalty in a business-to-business context. Business Strategy and the Environment, 30(4), 2061–2076. https://doi.org/10.1002/bse.2732

Genoveva, G., & Berliana, W. (2021). Pengaruh green marketing mix terhadap brand image produk Tupperware. Journal of Management and Business Review, 18(1), 60–76. https://doi.org/10.34149/jmbr.v18i1.218

Genoveva, G., & Samukti, D. R. (2020). Green marketing: Strengthen the brand image and increase the consumers’ purchase decision. Mix: Jurnal Ilmiah Manajemen, 10(3), 367. https://doi.org/10.22441/mix.2020.v10i3.004

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance.

Handoko, W., Roziki, A. A., & Ferdinand, A. T. (2024). The effect of green social media marketing on purchase decision: A systematic literature review. Research Horizon, 4(4), 361–368. https://journal.lifescifi.com/index.php/RH/article/view/346

Hermawan, A., Hidayah, N., & Utami, S. (2023). Pengaruh kualitas produk, green marketing, dan experiential marketing terhadap keputusan pembelian (Studi empiris pada konsumen Kopi Lawoek Temanggung). Borobudur Management Review, 3(1), 46–61. https://doi.org/10.123.115/bmar.v%vi%i.8799

Hossain, M. D. S., Hossain, M. D. A., Masud, A. A., Islam, K. M. Z., Mostafa, M. D. G., & Hossain, M. T. (2023). The integrated power of gastronomic experience quality and accommodation experience to build tourists’ satisfaction, revisit intention, and word-of-mouth intention. Journal of Quality Assurance in Hospitality & Tourism, 1–27. https://doi.org/10.1080/1528008x.2023.2173710

Jajang, A., Juliana, J., Monoarfa, H., Rohepi, A. P., & Karim, R. (2024). Integrating country of origin, brand image and halal product knowledge: The case of the South Korean skincare in Indonesia. Journal of Islamic Marketing, 15(?), [volume or issue unclear]. https://doi.org/10.1108/JIMA-12-2021-0390

Jennah, H., & Ismail, A. (2023). Pengaruh green marketing mix terhadap purchase decision dalam menggunakan eco-friendly product. Journal of Trends Economics and Accounting Research, 3(4), 390–398. https://doi.org/10.47065/jtear.v3i4.636

Khansa, N., & Sigit, M. (2024). Pengaruh strategi green marketing terhadap brand image dan keputusan pada pembelian produk The Body Shop di Indonesia, 2(6). https://journal.uii.ac.id/selma/index

Khonifah, F., & Harsoyo, T. D. (2023). The effect of green marketing mix on Tupperware purchasing decisions in Yogyakarta City. Jurnal Ilmiah Manajemen Kesatuan, 11(3). https://doi.org/10.37641/jimkes.v11i3.2217

Kotler, P., & Keller, K. L. (2020). Marketing management (Global Edition, 16th ed.). Pearson Education.

Kudadiri, D. R., & Astuti, S. R. T. (2024). Pengaruh gamification terhadap purchase decision melalui customer experience dan customer brand engagement. Jurnal Studi Manajemen Organisasi, 21(2), 77–88. https://doi.org/10.14710/jsmo.v21i2.67303

Kurniawan, F., Sandi, R. R., Yuniawan, A., & Dong, H. (2024). Green marketing and purchase decision: The mediating role of brand image. International Business and Accounting Research Journal, 8(1). http://journal.stebilampung.ac.id/index.php/ibarj

Liana, W., & Oktafani, F. (2020). The effect of green marketing and brand image toward purchase decision on The Face Shop Bandung. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(4). https://doi.org/10.29040/ijebar.v4i4.1557

Mahendra, D. F., Kriestian, A., & Nugraha, N. A. (2021). Green marketing dan CSR terhadap keputusan pembelian dengan pengetahuan konsumen sebagai variabel moderasi. Jurnal Penelitian dan Pengembangan Sains dan Humaniora, 5(1), 28–38. https://doi.org/10.23887/jppsh.v5i1.33141

Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green marketing approaches and their impact on green purchase intentions: Mediating role of green brand image and consumer beliefs towards the environment. Sustainability (Switzerland), 14(18). https://doi.org/10.3390/su141811703

Mansoor, M., Paul, J., Khan, T. I., Abukhait, R., & Hussain, D. (2025). Customer evangelists: Elevating hospitality through digital competence, brand image, and corporate social responsibility. International Journal of Hospitality Management, 126. https://doi.org/10.1016/j.ijhm.2025.104085

Maulana, Y. S., & Marista, M. (2021). The effect of brand image and brand trust on Oppo cellphones purchasing decisions in Banjar City. Jurnal Manajemen Bisnis, 8(2), 214–225. https://doi.org/10.33096/jmb.v8i2.89

Mulianto, M. B., Widodo, J., & Wahyuni, S. (2021). Pengaruh brand image (citra merek) terhadap keputusan pembelian konsumen pada smartphone Samsung (Studi kasus pada mahasiswa FKIP Universitas Jember). Jurnal Pendidikan Ekonomi: Jurnal Ilmiah Ilmu Pendidikan, Ilmu Ekonomi, dan Ilmu Sosial, 15(1), 110–114. https://doi.org/10.19184/jpe.v15il.20153

Mulya, E. A. W., & Kusumawardhani, A. (2023). The impact of green marketing on customer purchase intention: The mediating role of customer concerns and beliefs and green brand knowledge. Diponegoro International Journal of Business, 6(2), 90–103. https://doi.org/10.14710/dijb.6.2.2023.90-103

Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinants of consumers’ intention to green purchase decision in a new developing nation. Sustainability (Switzerland), 12(19), 1–31. https://doi.org/10.3390/su12197880

Nurapni, S., Ibrahim, S. S., Pratiwi, D., Rasyid, M., & Munawar, K. (n.d.). The influence of environmental awareness, green marketing, and green attributes transparency on purchase intention through corporate brand image as a mediating variable: A case study on Unilever consumers, 5(1). https://ijble.com/index.php/journal/index

Plotkina, D., Rabeson, L., & Bambauer-Sachse, S. (2025). The role of green brand image in explaining European consumers’ reactions to different types of sustainable packaging. Journal of Retailing and Consumer Services, 84, 104228. https://doi.org/10.1016/j.jretconser.2025.104228

Premesti, A. D., & Aminah, S. (2024). Pengaruh brand image dan online customer review terhadap keputusan pembelian di marketplace Lazada. Management Studies and Entrepreneurship Journal (MSEJ), 4(5), 7640–7647. https://doi.org/10.37385/msej.v4i6.1959

Prihananto, P., Yusvianty, R. S. A., Hakim, N. S., Bhawika, G. W., & Agustin, H. (2024). Analyzing brand positioning and brand image of smartphone brands in Indonesia by mining online review. Procedia Computer Science, 234, 318–332. https://doi.org/10.1016/j.procs.2024.03.006

Prihandono, D., Wijaya, A. P., Rizqiana, I., Yahya, W. K., & Prabumenang, A. K. R. (2020). Green marketing tools effect on consumer buying decision in the bottled water industry. Humanities & Social Sciences Reviews, 8(4), 537–546. https://doi.org/10.18510/hssr.2020.8453

Rayon, Y. A., & Widagda, I. G. N. J. A. (2021). Pengaruh green marketing terhadap purchase decision yang dimediasi oleh brand image (Studi pada AMDK Ades di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 10(5), 479. https://doi.org/10.24843/ejmunud.2021.v10.i05.p04

Raza, T., Awan, T. M., Malik, H. A., & Fatima, T. (2021). Unboxing the green box: An empirical assessment of buying behavior of green products. World Journal of Entrepreneurship, Management and Sustainable Development. https://doi.org/10.1108/WJEMSD-12-2020-0169

Reinaldo, I., & Chandra, S. (2020). The influence of product quality, brand image, and price on purchase decision at CV Sarana Berkat Pekanbaru. Journal of Applied Business and Technology, 1(2), 137–150. https://doi.org/10.35145/jabt.v1i2.40

Romadhany, Y. I., & Hakim, L. (2024). The effect of green marketing on product purchasing decisions with E-WOM as a mediating variable. Jurnal Ilmiah Manajemen Kesatuan, 12(1), 245–254. https://doi.org/10.37641/jimkes.v12i1.2419

Rosanti, N., Salam, K. N., & Panus. (2021). The effects of brand image and product quality on purchase decisions. Quantitative Economics and Management Studies, 2(6), 365–375. https://doi.org/10.35877/454ri.qems360

Ruangkanjanases, A., You, J. J., Chien, S. W., Ma, Y., Chen, S. C., & Chao, L. C. (2020). Elucidating the effect of antecedents on consumers’ green purchase intention: An extension of the theory of planned behavior. Frontiers in Psychology, 11, 1433. https://doi.org/10.3389/fpsyg.2020.01433

Sarah, Y., & Sutar. (2020). Pengaruh green marketing, corporate social responsibility terhadap brand image dan keputusan pembelian. Jurnal Ekobis Ekonomi Bisnis & Manajemen, 10(1), 33–47. https://doi.org/10.37932/j.e.v10i1.30

Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (Global Edition, 12th ed.). Pearson Education.

Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217–1238. https://doi.org/10.1111/ijcs.12722

Soetanto, J. P., Septina, F., & Febry, T. (2020). Pengaruh kualitas produk dan keragaman produk terhadap keputusan pembelian produk Amondeu. Performa, 5(1), 63–71. https://doi.org/10.37715/jp.v5i1.1303

Sugiyono. (2019). Metode penelitian manajemen. CV Alfabeta.

Yolanda, E., Rini, E. S., & Absah, Y. (2024). The influence of green marketing and brand image on purchase decisions with purchase intention as an intervening variable in consumers of Starbucks Coffee Multatuli Medan. International Journal of Research and Review, 11(12), 311–321. https://doi.org/10.52403/ijrr.20241233

Yuriev, A., Dahmen, M., Paillé, P., Boiral, O., & Guillaumie, L. (2020). Pro-environmental behaviors through the lens of the theory of planned behavior: A scoping review. Resources, Conservation and Recycling, 155, 104660. https://doi.org/10.1016/j.resconrec.2019.104660

Zaky, M. H., & Purnami, N. M. (2020). Green marketing mix berpengaruh terhadap keputusan pembelian produk Big Tree Farms di Lotus Food Services. E-Jurnal Manajemen Universitas Udayana, 9(2), 678. https://doi.org/10.24843/ejmunud.2020.v09.i02.p14

Zewudie, S., & Desta, E. (2024). The effect of green marketing on brand image and purchase decision: Evidence from systematic review of literature. Africa Journal of Business and Economics (HAJBE), 2024(1). https://journals.ju.edu.et/index.php/jbeco

Zhu, J., Yuan, X., Yuan, X., Liu, S., Guan, B., Sun, J., & Chen, H. (2021). Evaluating the sustainability of rural complex ecosystems during the development of traditional farming villages into tourism destinations: A diachronic emergy approach. Journal of Rural Studies, 86, 473–484. https://doi.org/10.1016/j.jrurstud.2021.07.010