BUILDING A SUSTAINABLE ADVANTAGE: GREEN BRAND IMAGE AND ITS INFLUENCE ON CONSUMER CHOICE

Abstract

Climate change and environmental degradation have heightened consumer awareness of eco-friendly products, compelling companies to establish credible green brand images. This study aims to examine the influence of green brand image on consumers’ purchasing decisions for environmentally friendly products. Employing the Theory of Planned Behavior, data were collected via online questionnaires from 100 respondents who have previously purchased green products. Analysis was conducted using simple linear regression and t-tests in SPSS 26 after verifying the classical assumptions. The results reveal that green brand image has a positive and significant effect on purchasing decisions, with a regression coefficient of 0.790 and a significance level of p < 0.001. The coefficient of determination (R²) of 49.1% indicates that consumer perception of green brand image explains nearly half of the variance in purchasing decisions. These findings underscore the critical role of green brand image in shaping consumer behavior and creating a competitive advantage in the sustainable product market. Therefore, companies are encouraged to strengthen the communication of sustainability values within their marketing strategies. This study also recommends further exploration of other variables influencing purchasing decisions as well as initiatives to raise consumer awareness to support broader environmental preservation efforts.