Green marketing and consumer purchase intention: The case of Indonesia

Green marketing in recent years, has experienced substantial growth as businesses and consumers alike increasingly prioritize environmental sustainability. This shift is driven by a heightened awareness of climate change and the need for sustainable consumption patterns. The relationship between green marketing and consumer purchase intention is increasingly significant in today's market landscape. As environmental concerns become more prominent, consumers are looking for products that align with their values of sustainability and eco-friendliness. When companies effectively communicate their commitment to the environment through green marketing strategies, they build trust and credibility with their audience. This trust enhances the perceived value of their products, making consumers more likely to choose these products over others. This study explores the relationship between green marketing and consumer purchase intention, focusing on the effectiveness of environmentally friendly marketing strategies in influencing consumer behavior. As global awareness of environmental issues grows, businesses are increasingly adopting green marketing practices to meet the rising demand for sustainable products. This research examines key factors such as green awareness, green perceived value, green trust, green perceived risk, and perceived environmental responsibility, analyzing how these elements impact consumers' intention to purchase eco-friendly products. The methodology that used in this study is quantitative approach which data obtained using online survey method on 394 respondents who aware and use The Body Shop products in Indonesia. The data has been obtained were analyzed using the licensed SPSS 22.0 program with several statistical tests including validity and reliability test, factor analysis, demographic of respondents, descriptive statistics, and hypothesis test. The results of this study indicated that all factors of green marketing had a positive relationship toward consumer's purchase intention. The implications of this study for the development of green marketing theory, recommendations for companies, and suggestions for future research are detailed in the conclusions and discussions section.