Pengaruh Green advertising, Green productdan Green brand image terhadap Green purchase intention (IKEA)
Kata Kunci:
Iklan ramah lingkungan, Produk hijau, Citra merek hijau, Minat beli hijauAbstrak
Penelitian ini bertujuan untuk menganalisis pengaruh Green advertising dan green product terhadap green brand image serta dampaknya terhadap green purchase intention pada Konsumen IKEA di Jabodetabek, Indonesia. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 128 responden. Data dianalisis menggunakan metode PLS-SEM dengan SmartPLS 3.0. Hasil penelitian menunjukkan bahwa Green advertising berpengaruh signifikan terhadap green brand image dan green purchase intention, sedangkan green product berpengaruh signifikan terhadap green brand image namun tidak terhadap green purchase intention. Selain itu, green brand image tidak berpengaruh signifikan dan tidak memediasi hubungan antarvariabel. Temuan ini menegaskan pentingnya komunikasi pemasaran hijau dalam mendorong niat beli konsumen.
Referensi
Adelina, C., & Hutabarat, Z. (2023). The influence of green brand image, green awareness, Green advertising, and ecological knowledge on green purchase intention and green purchase behaviour of beer Bintang and Heineken products in DKI Jakarta. http://enrichment.iocspublisher.org/index.php/enrichment/article/view/1660/1203
Amberg, N., & Fogarassy, C. (2019). Green Consumer Behavior in the Cosmetics Market. https://doi.org/10.3390/resources8030137
Atmando, C. R. (2019). Pengaruh persepsi green productdan green brand image terhadap minat beli rumah ramah lingkungan pada generasi y di surabaya. https://journal.uc.ac.id/index.php/performa/article/view/1651/1319
Deloitte. (2024). Deloitte’s 2024 Gen Z and Millennial Survey finds these generations stay true to their values as they navigate a rapidly changing world. https://www.deloitte.com/global/en/about/press-room/deloitte-2024-gen-z-and-millennial-survey.html
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). https://www.researchgate.net/publication/354331182_A_Primer_on_Partial_Least_Squares_Structural_Equation_Modeling_PLS-SEM
Hair, J. F., Risher, J., Sarstedt, M., & Ringle, C. M. (2018). When to use and how to report the results of PLS-SEM. 10.1108/EBR-11-2018-0203
Hoang, D. V., Anh, N. N. N., & Duong, T. T. -T. (2025). Pathways to Green purchase intention in FMCG Industry: A Combined Approach of PLS-SEM and fsQCA. https://doi.org/10.1177/21582440251378964
Insaniy, g. F. A., lastini, & sofiatin. (2024). Effect of green marketing on purchase intention through brand image for consumers of organic vegetable products (case study of csa seni tani in arcamanik, bandung city). Https://doi.org/10.37058/agristan.v4i1.9222
Kamalanon, P., Chen, J. S., & Le, T. T.-Y. (2022). “Why Do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green productPurchase Behavior. https://doi.org/10.3390/su14020689
Kirana, S., Zuliansyah, A., & Devi, Y. (2025). The effect of Green Product, Green Perceived Value, and Environment Knowledge on Green purchase intention on Cleo Eco Green bottled water in Islamic Economic Perspective. 10.37680/ijief.v5i1.7068
Li, D. (2025). Impact of green advertisement and environmental knowledge on intention of consumers to buy green products. 3. 10.1186/s40359-025-02538-x
Moslehpour, M., Chau, K. Y., Du, L., Qiu, R., Lin, C. Y., & Batbayar, B. (2023). Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. 4-5. 10.1080/1331677X.2022.2121934
Ogiemwonyi, O., Alam, M. N., Alshareef, R., Alsolamy, M., Azizan, N. A., & Mat, N. (2023). Environmental factors affecting green purchase behaviors of the consumers: Mediating role of environmental attitude. https://www.sciencedirect.com/science/article/pii/S2666789423000247#sec4
Pratistha, A., & Prabawani, B. (2025). Measuring Green purchase intention Through Green productand Green advertising: Mediated by Green brand image. 154. https://doi.org/10.30574/wjarr.2025.27.3.3100
Putri, A. N. D., Dyah Sugandini, Sugandini, D., & Sutiono, H. T. (2024). GreenMarketingandGreen Innovationon Green PurchaseIntentionThroughGreen brand imageinConsumer Skincare. https://wsj.westsciences.com/index.php/wsbm/article/view/1010/1069
Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green brand image, green awareness, green advertisement, and ecological knowledge in improving green purchase intention and green purchase behavior on creative industry products. 10.14414/jebav.v20i2.1126
Sistem Informasi Pengelolaan Sampah Nasional. (2024). Data capaian dibawah ini adalah hasil dari penginputan data yang dilakukan oleh 343 Kabupaten/kota se-Indonesia pada tahun 2024. https://sipsn.kemenlh.go.id/sipsn/
socialimpact.id. (2024). Konsumen Indonesia Lebih Memilih Produk dari Perusahaan Berkelanjutan. https://www.socialimpact.id/news/konsumen-indonesia-lebih-memilih-produk-dari-perusahaan-berkelanjutan
Sohn, J. W., & Kim, J. J. (2020). Factors that influence purchase intentions in social commerce. https://doi.org/10.1016/j.techsoc.2020.101365
Syafiera, R. I., Hidayat, A. M., Widodo, A., & Rubiyanti, N. (2025). The Effect of Quality Perception, Price Perception, and Attitude Towards Eco-Friendly Products on Green purchase intention in IKEA Consumers in Indonesia. 1615. file:///C:/Users/HP/Downloads/1607-1618.pdf
Trang, N. T. T., & Nguyen, N. D. (2025). The Impact of Environmental Knowledge and Green advertising on Green purchase intention: The Mediating Role of Environmental Attitude. https://theaspd.com/index.php/ijes/article/view/7348/5320
Tu, J. C., Cui, Y., Liu, L. X., & Yang, C. (2024). Perceived Greenwashing and Its Impact on the Green Image of Brands. https://doi.org/10.3390/su16209009
Winarni, R. S. D. (2024). The influence of green products on green purchase intention mediated by green brand awareness. 10.35335/ijafibs.v12i1.285
