The influence of Green advertising, Green products and Green brand image on Green purchase intention (IKEA)
Keywords:
Iklan ramah lingkungan, Produk hijau, Citra merek hijau, Minat beli hijauAbstract
This study aims to analyze the effect of Green advertising and green producton green brand image and its impact on green purchase intention among IKEA consumers in Jabodetabek, Indonesia. A quantitative approach was employed using purposive sampling with 128 respondents. The data were analyzed using the PLS-SEM method with SmartPLS 3.0. The results show that Green advertising has a significant effect on green brand image and green purchase intention, while green producthas a significant effect on green brand image but not on green purchase intention. Furthermore, green brand image does not have a significant effect and does not mediate the relationships among the variables. These findings highlight the importance of green marketing communication in encouraging consumers’ purchase intention.
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