Green Marketing and Purchase Intention for Fore Coffee Products

Taufiq Ismail, Mohammad Wildan Aldiansyah

Abstract


Green marketing for coffee products is explored for its role on purchase intention. As concern on environmental matters is raising, green marketing becomes an important part to drive customers purchase intention, more over it is in the trending business in Indonesia like coffee product. This is an explanatory research with quantitative approach that used dichotomous data and logistic regression to measure and analyze Guttman’s scale. The data used in this study are primary data obtained through questionnaires distributed directly to coffee drink consumers in Malang Raya, involving 216 respondents. The results show that green marketing simultaneously affects the purchase intention of Fore coffee drinks by 24.5%. All three variables are significant in encouraging purchase intention including green product, green promotion, and green place. Yet, green price as assumed to be more expensive is required to remain affordable. The implications of these findings are expected to deliver theoretical contribution on green marketing as price remains sensitive for customers; in addition, it also provides practical contribution on how a green company should address this issue.

Keywords


green; marketing, purchase; intention

Full Text:

PDF

References


Apriani, R., & Ari Angreni, I. A. (2021). Analisis Biaya Pemeliharaan Bangunan Gedung Dengan Konsep Green building Dan Bangunan Gedung Dengan Konsep Non Green building. Borneo Engineering : Jurnal Teknik Sipil, 5(3), 283–293. https://doi.org/10.35334/be.v5i3.2056

Budianti, F., & Nurtjahjadi, E. (2023). Pengaruh Green Product dan Persepsi Harga terhadap Minat Beli Produk Tupperware ( The Influence of Green Product and Perceived Price on Interest in Buying Tupperware Products ). Jurnal Akuntansi, Keuangan, Dan Manajemen, 4(3), 195–207.

Candra, N. (2018). Jurnal Bisnis dan Ekonomi. Jurnal Bisnis Dan Ekonomi, 25(2), 160–172.

Charter, M., & Polonsky, M. J. (2017). Greener Marketing: A Global Perspective on Greening Marketing Practice. In M. J. P. Martin Charter (Ed.), Greener Marketing: A Global Perspective on Greening Marketing Practice. Routledge. https://doi.org/10.4324/9781351283083

Dahlstrom, R. (2011). Green Marketing Management. South-Western, a part of Cengage Learning.

Dianti, N. R., & Paramita, E. L. (2021). Green Product dan Keputusan Pembelian Konsumen Muda. Jurnal Samudra Ekonomi Dan Bisnis, 12(1), 130–142. https://doi.org/10.33059/jseb.v12i1.2301

Dimilna, R. (2022). Pengaruh Green Marketing Terhadap Minat Beli Konsumen Pada Produk Ecobag Di Indomaret (Studi Pada Indomaret Nusa Indah Kota Jambi). Repository.Uinjambi.Ac.Id, 1(2).

Ermiati, C., Amanah, D., Utami, S., & Harahap, D. A. (2021). Minat Beli Konsumen Terhadap Sayuran Organik Pada Pasar Tradisional Ditinjau Dari Persepsi Harga Dan Sikap Konsumen (Studi Pada Pasar Sambas Medan). Tirtayasa Ekonomika, 16(2), 282. https://doi.org/10.35448/jte.v16i2.10324

Ghozali, I. (2018). Aplikasi Analisis Multivariete SPSS 25. Universitas Diponegoro.

Ginsberg, J.M., & Bloom, P. (2004). Choosing the Right Green Marketing Strategy. MIT Sloan Management Review, 46, 79 – 84.

Ginting et al. (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.

Henriques, M. (2016). The conservation of littoral fish commu nities : a case stu d y at Arrá b id a coast ( Portu g al ). Nature. https://doi.org/10.1057/9781137535894.0012

Hermanto, H. J. M., Usmar, & Prihanto, H. (2023). Persepsi Masyarakat Untuk Mengunakan Kendaraan Listrik Roda Empat Ramah Lingkungan. Jurnal Manajemen Dan Bisnis, 3(2), 165–175.

Hong, Z., & Guo, X. (2019). Green product supply chain contracts considering environmental responsibilities. Omega (United Kingdom), 83, 155–166. https://doi.org/10.1016/j.omega.2018.02.010

Kotler, P., Burton, S., Deans, K., Brown, L., & Amstrong, G. (2015). Marketing (9th ed.). Pearson Higher Education AU.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing 17/E (17th ed.). Pearson.

Made Utari Tisna Angela, N., Wajdi, M., Bagus Sanjaya, I., Arbainah, S., Sosial, M., Grafis Informasi Bali, I., Negeri Bali, P., & Negeri Semarang, P. (2022). Implementasi green marketing pada FiPuA. Journal of Commerce Management and Tourism Studies, 1(1), 21–35. https://ympn.co.id/index.php/JCMTS

Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96–116. https://doi.org/10.1108/APJBA-08-2021-0398

Pratama, Welly Angga; Titin Agustin Nengsih, & Putri Apria Ningsih. (2022). Pengaruh Green Marketing Dan Kemajuan Teknologi Terhadap Minat Beli Green Product Pada Mahasiswa Febi Uin Sulthan Thaha Saifuddin Jambi. CEMERLANG : Jurnal Manajemen Dan Ekonomi Bisnis, 2(4), 244–258. https://doi.org/10.55606/cemerlang.v2i4.543

Ranjan, A., & Jha, J. K. (2019). Pricing and coordination strategies of a dual-channel supply chain considering green quality and sales effort. Journal of Cleaner Production, 218, 409–424. https://doi.org/10.1016/j.jclepro.2019.01.297

Salim, L., & Rismawati, C. (2020). Generation Z Purchase Intention on Environmental and Green Cosmetic Product. Jurnal Riset Jakarta, 13(2), 33–42. https://doi.org/10.37439/jurnaldrd.v13i2.34

Sari, A. K., Bianca, S. L., Putri, N. M., & Pandin, M. Y. R. (2023). Peranan Green Accounting Terhadap Green Campus Pada Universitas 17 Agustus 1945 Surabaya. … : Jurnal Manajemen Dan …, 3(3). http://www.prin.or.id/index.php/cemerlang/article/view/1365%0Ahttp://www.prin.or.id/index.php/cemerlang/article/download/1365/1401

Sekaran, U. and Bougie, R. (2016) Research Methods for Business: A Skill-Building Approach. 7th Edition, Wiley & Sons, West Sussex.

Shi, J., Yang, D., Zheng, Z., & Zhu, Y. (2022) Strategic Investment for Green Product Development and Green Marketing in a Supply Chain. Journal of Cleaner Production, 366, Article 132868. https://doi.org/10.1016/j.jclepro.2022.132868

Shil, P. (2012). Evolution and future of environmental marketing. Asia Pasific Journal of Marketing & Management, 1(3), 74–81. http://www.dl.edi-info.ir/Evolution and future of environmental marketing.pdf

Sinambela, E. A., Azizah, E. I., & Putra, A. R. (2022). The Effect of Green Product, Green Price, and Distribution Channel on The Intention to Repurchasing Simple Face Wash. Journal of Business and Economics Research (JBE), 3(2), 156–162. https://doi.org/10.47065/jbe.v3i2.1766

Subagyo, & Nasyatul, A. (2020). Pengaruh Store Atmosphere, Brand Ambassador Dan Green Marketing Terhadap Minat Beli Konsumen Innisfree Central Park Mall. Jurnal Manajemen, 5(1), 42–58. https://doi.org/10.54964/manajemen.v5i1.149

Triana, M., & Sulhaini, S. (2019). Pengaruh Green Marketing Mix Terhadap Value Perception Dan Minat Beli Konsumen the Body Shop Di Kota Mataram. Jmm Unram - Master of Management Journal, 8(2), 115–129. https://doi.org/10.29303/jmm.v8i2.429

Winarno, S. H., & Givan, B. (2019). Green Product Dan Gaya Hidup Pengaruhnya Pada Keputusan Pembelian (Studi Kasus Natural Coffee). Jurnal Ecodemica : Jurnal Ekonomi Manajemen Dan Bisnis, 3(1), 45–53. https://ejournal.bsi.ac.id/ejurnal/index.php/ecodemica/article/view/5508

Winston, W., Stanton, J. L., & Linneman, R. E. (2021). Marketing Planning in a Total Quality Environment. Taylor & Francis Group.




DOI: https://doi.org/10.18196/jerss.v8i2.23282

Refbacks

  • There are currently no refbacks.



Office:
Redaksi Journal of Economics Research and Social Sciences, Gedung E2 Lantai 2, Fakultas Ekonomi dan Bisnis, Universitas Muhammadiyah Yogyakarta
Jalan Brawijaya, Tamantirto, Kasihan, Bantul, Daerah Istimewa Yogyakarta 55183

Email: jerss@umy.ac.id

Telp: +62 812-3233-6697

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.