Green Marketing and Purchase Decision: The Mediating Role of Brand Image

Abstract

Purpose: Increasing consumer concern for the environment has also made green marketing a hot topic in business. This study aims to examine the effect of green marketing on purchase decision with brand image as a mediating variable. Methods: The research approach is quantitative, with sampling using a purposive sampling technique and the research sample is 150 consumer’s Starbucks in Semarang. This research establishes a structural equation modelling (SEM) analysis with Smart PLS. Results: The findings of this study are that green marketing and brand image variables have a positive and significant effect on consumers purchasing decision. Brand image also mediates the positive influence of green marketing on consumers purchasing decision. Conclusions: In the case of Starbucks Coffee in Semarang City, brand image was found to mediate the relationship between green marketing and purchase decisions. The better the implementation of green marketing, the higher the brand image of Starbucks Coffee in Semarang City, consequently leading to an increase in consumer purchase decisions.