Pengaruh Green Marketing (Eco Labeling, Green Advertising, dan Green Branding) terhadap Green Consumption serta Green Buying Behavior pada Produk AQUA

Phitania Putri Kurniansyah; Soni Harsono

doi:10.55606/jaemb.v6i2.10845

Authors

Phitania Putri Kurniansyah Universitas Hayam Wuruk Perbanas
Soni Harsono Universitas Hayam Wuruk Perbanas

DOI:

https://doi.org/10.55606/jaemb.v6i2.10845

Keywords:

Eco-Labeling, Green Advertising, Green Branding, Green Consumption, Green Buying Behavior

Abstract

This study aims to examine the effects of green marketing (eco-labeling, green advertising, and green branding) on green consumption and their implications for green buying behavior among Aqua product consumers. A quantitative approach was employed using a survey method, with data collected from 150 respondents who consume Aqua products. Data analysis was conducted using Structural Equation Modeling (SEM) with a Partial Least Squares (PLS) approach through SmartPLS 4.0 software. The results indicate that eco-labeling, green advertising, and green branding have positive and significant effects on green consumption. Furthermore, green consumption has a strong positive and significant effect on green buying behavior. These findings suggest that clear environmental information, effective green marketing communication, and a strong green brand image encourage consumers to adopt environmentally conscious consumption patterns, which subsequently lead to environmentally responsible purchasing behavior. This study highlights the importance of integrating green marketing strategies and sustainable consumption values to enhance consumers’ environmental awareness and promote green buying behavior.

References

[1] I. K. Pratama, “Korelasi spasial pertumbuhan ekonomi dan luas tutupan hutan di Pulau Kalimantan,” 2020, Diakses: 8 Februari 2026. [Daring]. Tersedia pada: https://repository.unpar.ac.id/handle/123456789/repository.unpar.ac.id/handle/123456789/10329

[2] A. U. Hasanah, F. D. Riana, dan H. Toiba, “Impact of Green Marketing to Food and Beverages on Purchasing Decisions and Brand Image as a Mediation Variable (Case Study: Millennial Consumers),” HABITAT, vol. 34, no. 2, hlm. 167–177, Agu 2023, doi: 10.21776/ub.habitat.2023.034.2.15.

[3] M. A. S. Siregar, Pengaruh Environmental Awareness dan Green Promotion terhadap Keputusan Pembelian Air Minum AQUA di Kota Medan dengan Eco-label sebagai Variabel Mediasi. Universitas Telkom, S1 Adminstrasi Bisnis, 2021. Diakses: 8 Februari 2026. [Daring]. Tersedia pada: https://repository.telkomuniversity.ac.id/pustaka/172034/pengaruh-environmental-awareness-dan-green-promotion-terhadap-keputusan-pembelian-air-minum-aqua-di-kota-medan-dengan-eco-label-sebagai-variabel-mediasi.html

[4] C. J. Gelderman, J. Schijns, W. Lambrechts, dan S. Vijgen, “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, vol. 30, no. 4, hlm. 2061–2076, 2021, doi: 10.1002/bse.2732.

[5] M. Nekmahmud, “Environmental marketing: Tourists’ purchase behaviour response on green products,” dalam Tourism Marketing in Bangladesh, Routledge, 2020.

[6] M. Ali, “A social practice theory perspective on green marketing initiatives and green purchase behavior,” Cross Cultural & Strategic Management, vol. 28, no. 4, hlm. 815–838, Jul 2021, doi: 10.1108/CCSM-12-2020-0241.

[7] “Penanganan Sampah di Indonesia,” tempo.co. Diakses: 8 Februari 2026. [Daring]. Tersedia pada: https://www.tempo.co/data/data/data/penanganan-sampah-di-indonesia-1210880

[8] Y. Aini dan Sulastri, “The Impact Of Green Product And Green Advertising On The Purchasing Decision Of Aqua Brand Mineral Water,” Hirarki : Jurnal Ilmiah Manajemen dan Bisnis, vol. 4, no. 1, hlm. 599–609, Apr 2022, doi: https://doi.org/10.30606/hirarki.v4i1.1478.

[9] R. R. Elvierayani dan F. Choiroh, “Pengaruh Green Product dan Green Price Terhadap Minat Beli Konsumen Pada Produk Tupperware (Studi Kasus Pada Mahasiswa Manajemen FE UNISLA),” Mandalika Mathematics and Educations Journal, vol. 2, no. 1, hlm. 67–75, Jun 2020, doi: 10.29303/jm.v2i1.1751.

[10] Z. Zhou, F. Zheng, J. Lin, dan N. Zhou, “The interplay among green brand knowledge, expected eudaimonic well-being and environmental consciousness on green brand purchase intention,” Corporate Social Responsibility and Environmental Management, vol. 28, no. 2, hlm. 630–639, 2021, doi: 10.1002/csr.2075.

[11] P. Mauliza, A. Fauzi, dan E. S. Rini, “The Influence of Green Product, Green Advertising, and Green Brand on Decision to Buy Through Consumers’ Trust in Tupperware Products at SMPN Beureunerun,” International Journal of Research and Review, vol. 6, no. 5, hlm. 149–166, 2019.

[12] N. Lumbangaol, “Pengaruh Green Product dan Green Advertising Terhadap Keputusan Pembelian Minyak Goreng Tropical (Studi Kasus Pada Desa Huta Rakyat Sidikalang),” Thesis, Universitas Medan Area, 2024. Diakses: 8 Februari 2026. [Daring]. Tersedia pada: https://repositori.uma.ac.id/handle/123456789/23866

[13] A. D. S. Rahmawati dan E. Soliha, “Pengaruh Green Product, Green Advertising dan Corporate Social Responsibility terhadap Keputusan Pembelian Produk PT. Unilever Indonesia, Tbk,” Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), vol. 8, no. 1, hlm. 493–505, Jan 2024, doi: 10.31955/mea.v8i1.3702.

[14] A. Damayanti, “Pengaruh Green Product dan Green Brand Terhadap Keputusan Pembelian Produk The Body Shop Menurut Ekonomi Syariah,” skripsi, Universitas Islam Negeri Sultan Syarif Kasim Riau, 2023. Diakses: 8 Februari 2026. [Daring]. Tersedia pada: https://repository.uin-suska.ac.id/64922/

[15] F. Firmansyah, P. E. Purnamasari, L. Farida, dan A. W. Devi, “Green marketing, green price and the effect to green purchase Behavior in young consumers,” Journal of Economics, Finance and Management Studies, vol. 7, no. 7, hlm. 4198–4204, Jul 2024.

[16] K. Astuti, H. M. Batubara, R. Rosalina, S. Evanita, dan F. Friyatmi, “Effect of Green Marketing Mix on Purchase Intention: Moderating Role of Environmental Knowledge,” Jurnal Apresiasi Ekonomi, vol. 12, no. 1, hlm. 238–239, Jan 2024, doi: 10.31846/jae.v12i1.682.

[17] S. S. Alam, Y.-H. Ho, S. Ahmed, dan C.-Y. Lin, “Predicting Eco-labeled Product Buying Behavior in an Emerging Economy through an Extension of Theory of Planned Behavior | Revista de Gestão Social e Ambiental - RGSA,” Jun 2024, Diakses: 8 Februari 2026. [Daring]. Tersedia pada: https://rgsa.openaccesspublications.org/rgsa/article/view/6220

[18] F. N. Jamal, N. A. Othman, D. Fitriani, W. Rohmah, R. A. C. Leuveano, dan A. A. Fahmi, “Integrated Model of Brand Trust for Green Marketing.,” International Journal of Sustainable Development & Planning, vol. 18, no. 6, hlm. 1823, Jun 2023, doi: 10.18280/ijsdp.180617.

[19] A. Alnasser, “The role of green marketing practices towards product success as mediated by green corporate image and green innovation,” Innovative Marketing, vol. 21, no. 2, hlm. 57–67, Apr 2025, doi: 10.21511/im.21(2).2025.05.

[20] L. Potrashkova, V. Zaruba, D. Raiko, dan O. Yevsyeyev, “Identifying the system of value factors of green consumer choice,” Innovative Marketing, vol. 20, no. 1, hlm. 199–211, Mar 2024, doi: 10.21511/im.20(1).2024.17.

[21] I. Ajzen, “The theory of planned behavior: Frequently asked questions,” Human Behavior and Emerging Technologies, vol. 2, no. 4, hlm. 314–324, 2020, doi: 10.1002/hbe2.195.

[22] M. Li dan Z. Liu, “The Impact of Green Consumption Values on Green Purchasing Behavior,” dipresentasikan pada 2025 10th International Conference on Financial Innovation and Economic Development (ICFIED 2025), Atlantis Press, Mei 2025, hlm. 639–655. doi: 10.2991/978-94-6463-702-1_68.

[23] H. B. Anggoro dan S. V. Riorini, “Pengaruh Green Marketing Terhadap Green Buying Behavior yang Dimediasi oleh Environmental, Green Consumption Pada Konsumen Starbucks di Jakarta Barat,” Innovative: Journal Of Social Science Research, vol. 4, no. 3, hlm. 7998–8012, Mei 2024, doi: 10.31004/innovative.v4i3.10918.

[24] N. Neiba dan N. T. Singh, “Effect of Green Marketing, Green Consumption Values and Green Marketing Approaches on Organic Purchase Intention: Evidence from the Manipur,” International Review of Management and Marketing, vol. 14, no. 5, hlm. 18–31, Sep 2024, doi: 10.32479/irmm.16616.

[25] M. R. Fahlepi dan T. Widodo, “Pengaruh Green Marketing Terhadap Green Buying Behavior Pada Produk Innisfree Dengan Environmental Knowledge Dan Green Consumption Sebagai Variabel Mediasi,” eProceedings of Management, vol. 9, no. 5, Nov 2022, Diakses: 8 Februari 2026. [Daring]. Tersedia pada: https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/view/18386