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How Can Brand Image Mediate the Effect of Green Marketing on Purchase Intention in Fast-Food Industry?

In: Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)

Author

Listed:
  • Kirana Salshabila Putri Susilo

    (Universitas Negeri Malang, Faculty of Economics and Business)

  • Ita Prihatining Wilujeng

    (Universitas Negeri Malang, Faculty of Economics and Business)

Abstract

People are beginning to alter their lifestyles to reduce the use of plastic materials because waste management is still a problem in Indonesia. As a result, green marketing is currently a trend in society and customers are more interested in brands that practice it. This study examines the effect of green marketing on purchase intention with brand image as mediator variable. This research used the quantitative approach with a descriptive and explanatory research design. The study used 157 respondents who are Instagram users that follow Zero Waste Indonesia. The researchers used Partial Least Square (PLS) for analysis method. The results showed that brand image and green marketing have a positive and significant effect on purchase intention. This researcher also proved that green marketing also have a positive effect on brand image. Moreover, this study confirmed that brand image can mediate the relationship between Green Marketing and Purchase Intention.

Suggested Citation

  • Kirana Salshabila Putri Susilo & Ita Prihatining Wilujeng, 2023. "How Can Brand Image Mediate the Effect of Green Marketing on Purchase Intention in Fast-Food Industry?," Advances in Economics, Business and Management Research, in: Dediek Tri Kurniawan & Ika Zutiasari (ed.), Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022), pages 233-242, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-178-4_24
    DOI: 10.2991/978-94-6463-178-4_24
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