THE INFLUENCE OF GREEN MARKETING ON THE PURCHASE DECISION OF ENVIRONMENTALLY FRIENDLY PRODUCTS

Abstract

The growing concern for environmental sustainability has led consumers to favor eco-friendly products, prompting companies to adopt green marketing strategies. This study aims to examine the influence of green marketing on consumers' purchase decisions for environmentally friendly products. A quantitative approach was used, employing a survey method with 90 purposively selected respondents who have used eco-friendly food containers and are aware of related green marketing campaigns. Data were collected through a Likert-scale online questionnaire and analyzed using simple linear regression. Prior to regression, classical assumption tests including normality and heteroscedasticity—were conducted and satisfied. The results reveal that green marketing has a significant positive effect on purchase decisions (β = 0.681, t = 7.975, p < 0.05), with a coefficient of determination (R²) of 0.420, indicating that 42% of the variation in purchase decisions is explained by green marketing. These findings support previous research and confirm that green marketing plays a crucial role in shaping consumer behavior toward sustainable products. However, other influencing factors remain unexplored. This study suggests companies enhance their green marketing efforts by emphasizing environmental and health benefits, ensuring transparency, and improving accessibility. Future research should involve broader samples and varied product categories for greater generalizability.