The Effect of Green Marketing, Sustainable Advertising, Eco Packaging/Labeling Towards Green Purchasing Behavior (Study on Electric Vehicles in Indonesia)

This study was expected to give academic and practical benefits where the proposed conceptual framework may contribute as additional literature about green marketing and positively implies environmentally friendly product marketers. Researchers used an explanatory approach to prove all the hypotheses empirically. This approach is expected to identify the effect of two, three, or more constructs, as well as directions, patterns, and strengths within each product. Besides that, the researcher used a purposive sampling method where primary sampling was used through sample collection based on applied criteria. The preliminary data used resulted from questionnaire distribution using Google Forms online survey from October 2021 to January 2022. The researcher has completed data collection from 207 respondents where 100% of the samples have yet to have, nor purchase, electric vehicles, both four-wheeled and two-wheeled. However, all the samples have received the information, read news articles, or know about electric cars or motorcycles via electronic or conventional media. The analysis technique used is Structural Equation Modeling (SEM) using AMOS software. The research shows that green marketing and sustainable advertising, respectively, have positive and significant effects on green purchase intention and green purchasing behavior. Meanwhile, eco packaging/labeling only has a positive and significant effect on green purchase intention. The findings in this research will undoubtedly have positive implications for green marketing and sustainable advertising, both online and offline advertising.