Green Marketing and Brand Credibility: Influencing Eco-Conscious Consumer Behaviour in Indonesia’s Plastic Waste Market

This study investigates the influence of green marketing strategies, environmental awareness, and brand credibility on consumer purchasing behaviour towards plastic waste-generating products in Indonesia. Using a quantitative approach, data were collected from 200 respondents through a structured survey, and multiple regression analysis was applied to examine the relationships between the variables. The findings reveal that green marketing significantly influences consumer behaviour, suggesting that consumers respond favourably to eco-friendly marketing efforts. Environmental awareness also emerged as a key driver, with consumers who are more knowledgeable about environmental issues demonstrating a greater likelihood of purchasing products aligned with their ecological values. Brand credibility further amplifies this effect, as consumers are more inclined to trust and purchase from brands with reliable and transparent sustainability claims. Despite the low reliability scores for the survey constructs, the results highlight the growing importance of sustainability in consumer decision-making within emerging markets. These findings offer practical insights for marketers seeking to engage eco-conscious consumers and for policymakers aiming to promote more sustainable consumption patterns. Future research could address the limitations of survey reliability and explore the long-term impacts of green marketing strategies.