The Influence of Green Marketing, Green Products, and Green Brand Image on the Purchasing Behavior of Healthy Women Green Product
DOI:
https://doi.org/10.51153/mf.5er11.041Keywords:
Green Marketing, Green Product, Green Brand Image, Purchasing BehaviorAbstract
The Indonesian cosmetic industry is growing significantly, but the growth of the environmental-friendly cosmetic industry is low. Among other reasons, consumers in Indonesia do not purchase green cosmetic products as they are comparatively expensive and not readily available. Given its importance, the study examined the impact of three antecedents (i.e., green marketing, green brand image, and green product) on green purchasing behavior. We also examined the moderating effect of product involvement and green environment on green purchasing behavior.
The study documents that green marketing significantly affects green purchasing intention. Although this relationship was significant, we rejected it because its direction was negative, contrary to the positive direction envisaged. However, we found that green brand image and green products positively affect green purchasing behavior.
The study also found support for two moderating hypotheses. That is, product involvement significantly moderates green marketing and green purchase intention. Green environment significantly moderates the relationship between (i) green brand image and purchasing behavior, and (ii) green product and green purchasing behavior.
References
Abdel Wahab, H., Diaa, N. M., & Ahmed Nagaty, S. (2023). Demographic characteristics and consumer decision-making styles: Do they impact fashion product involvement? Cogent Business & Management, 10(2), 2208–2230.
Abdo, M. S., Ahmed, S. A., Awad, B. K., & Elsharnouby, M. H. (2023). Fostering green purchasing behavior: The moderated mediation role of customer disidentification. Management & Sustainability: An Arab Review, 2(2), 155–176.
Alhamad, A. M., Ahmed, E. R., Akyürek, M., & Baadhem, A. M. S. (2023). Green marketing and attitude affect the consumer buying behavior of green product in Turkey. Indikator, 7(2), 1–16.
Alkhatib, S., Kecskés, P., & Keller, V. (2023). Green marketing in the digital age: A systematic literature review. Sustainability, 15(16), 1–15.
Armutcu, B., Zuferi, R., & Tan, A. (2024). Green product consumption behaviour, green economic growth and sustainable development: Unveiling the main determinants. Journal of Enterprising Communities: People and Places in the Global Economy, 18(4), 798–819.
Basnet, A., Basyal, D. K., Thakur, A., Lawaju, P., Devkota, N., Devkota, J., & Paudel, U. R. (2024). Green marketing and its impact on consumer buying behavior in Kathmandu Valley. Quest Journal of Management and Social Sciences, 6(1), 100–117.
Bhardwaj, S., Nair, K., Tariq, M. U., Ahmad, A., & Chitnis, A. (2023). The state of research in green marketing: A bibliometric review from 2005 to 2022. Sustainability, 15(4), 1–17.
Cassotta, S., & Goodsite, M. (2024). Deep-seabed mining: An environmental concern and a holistic social environmental justice issue. Frontiers in Ocean Sustainability, 2, 1–17.
Chaihanchanchai, P., & Anantachart, S. (2023). Encouraging green product purchase: Green value and environmental knowledge as moderators of attitude and behavior relationship. Business Strategy and the Environment, 32(1), 289–303.
Chen, F., Zhang, T., & Chen, Z. (2024). Assessment of environmental concern for enterprise pollution reduction. Economic Analysis and Policy, 81, 772–786.
Chiu, W. C., Hsu, P. H., Li, K., & Tong, J. T. (2025). Green products. Environmental Protection, 2, 116–137.
Cooper, D. R., & Schindler, P. S. (2020). Business research methods (14th ed.). McGraw-Hill Education.
Correa, E., Sousa, S., Viseu, C., & Larguinho, M. (2023). Analysing the influence of green marketing communication in consumers’ green purchase behaviour. International Journal of Environmental Research and Public Health, 20(2), 1356–1329.
Cui, C., Shaari, N., Zainal Abidin, S., & Mohd Ali, N. A. (2025). Sustainable style: Unraveling the trends and future of green marketing in the textile and apparel industry. Sustainability, 17(1), 1–17.
Dangaiso, P. (2024). Leveraging green brand equity for organic food brands: The multifaceted role of green satisfaction. Cogent Business & Management, 11(1), 2321–2347.
Deshmukh, P., & Tare, H. (2024). Green marketing and corporate social responsibility: A review of business practices. Multidisciplinary Reviews, 7(3), e2024059.
Dinh, K. C., Nguyen-Viet, B., & Phuong Vo, H. N. (2023). Toward sustainable development and consumption: The role of the green promotion mix in driving green brand equity and green purchase intention. Journal of Promotion Management, 29(6), 824–848.
Duque Oliva, E. J., Sánchez-Torres, J. A., Arroyo-Cañada, F. J., Argila-Irurita, A., Fuente, J. G. L., Palacio-López, S. M., & Arrubla-Zapata, J. P. (2024). Green buying behaviour: An integrated model. Sustainability, 16(11), 4441–4467.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Gaire, N. (2024). Impact of green marketing on consumer buying behavior: The mediating role of environmental knowledge—A study of Surkhet District. Journal of Nepalese Management and Research, 6(1), 142–155.
Gomes, S. (2025). Personality traits and circular business models: Fostering consumer engagement with circular economy. Business Strategy and the Environment, 34(1), 1383–1398.
Gong, X., & Jiang, X. (2023). Understanding consumer impulse buying in livestreaming commerce: The product involvement perspective. Frontiers in Psychology, 14, 1104–1127.
Hair, J. F., Jr., Ringle, C. M., & Sarstedt, M. (2022). Advanced issues in partial least squares structural equation modeling (PLS-SEM). Springer.
Hasni, M. J. S., Konuk, F. A., & Otterbring, T. (2025). Anxious altruism: Virtue signaling mediates the impact of attachment style on consumers’ green purchase behavior and prosocial responses. Journal of Business Ethics, 196(3), 603–637.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43, 115–135.
Howard, J. A., & Sheth, J. N. (1969). The theory of buyer behavior. Wiley.
Hung, C. Z., & Chang, T. W. (2024). Have I purchased the right product? Consumer behavior under corporate greenwash behavior. Journal of Consumer Behaviour, 23(3), 1102–1113.
Ishaq, M. I., Baloch, R., Raza, A., & Ahmad, R. (2025). Ecological consciousness, moral self-identity and green conspicuous behavior: Moderating role of religiosity. Journal of Retailing and Consumer Services, 82, 1040–1069.
Jabeen, R., Khan, K. U., Zain, F., & Atlas, F. (2023). Buy green only: Interplay between green marketing, corporate social responsibility and green purchase intention; the mediating role of green brand image. Business Strategy & Development, 6(3), 503–518.
Jannah, N., Bahri, M. I., Kismawadi, E. R., & Handriana, T. (2024). The effect of green brand image and green satisfaction on green brand equity mediated green trust outpatient's. Quality-Access to Success, 25(198), 10469–10492.
Jiang, K., Zheng, J., & Luo, S. (2024). Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement. Journal of Retailing and Consumer Services, 77, 1036–1060.
Kock, N. (2022). PLS-SEM: A critique and some suggestions for improvement. Journal of Business Research, 145, 1124–1134.
Kumar, A., Mallick, S. S., Hota, S. L., Vasudevan, A., & Şimşek, S. A. (2025). Green marketing strategies: Enhancing brand image and consumer trust in sustainable development. Prabandhan: Indian Journal of Management, 17(12), 8–27.
Lestari, I. P., Pambekti, G. T., & Annisa, A. A. (2025). Determinant of green purchase behavior of Muslims: A systematic literature review. Journal of Islamic Marketing, 16(1), 211–235.
Lievano-Pulido, Y. P., & Ramon-Jeronimo, M. A. (2023). Green marketing: A bibliographic perspective. Sustainability, 15(24), 16674.
Mabkhot, H. (2024). Factors affecting millennials’ green purchase behavior: Evidence from Saudi Arabia. Heliyon, 10(4), 1–17.
Malhotra, G., & Shaiwalini, S. (2024). Environmental concern and purchase intention of pre-loved luxury products: A moderated mediation model. Asia Pacific Journal of Marketing and Logistics, 36(9), 2136–2154.
Mansour, A., Al-Ahmed, H., Deek, A., Alshaketheep, K., Al-Ma’aitah, M., Asfour, B., & Alshurideh, M. (2024). Developing green marketing strategies: A comprehensive analysis of consumer behaviour and business practices. International Review of Management and Marketing, 14(6), 206–212.
Marnita, M. (2024). Directions for the development of the halal ecosystem in public policy: A study of Islamic law and legislation in Indonesia. Al-Ishlah: Jurnal Ilmiah Hukum, 27(2), 156–177.
Maulidia, A. N., & Putri, K. A. S. (2023). Green marketing, brand image and its influence on purchasing decisions. Scientific Journal of Management, Economics, & Accounting (MEA), 7(3), 383–398.
More, P. R., Jambrak, A. R., & Arya, S. S. (2022). Green, environment-friendly and sustainable techniques for extraction of food bioactive compounds and waste valorization. Trends in Food Science & Technology, 128, 296–315.
Mutmainah, I., & Wahidhani, E. H. (2024). Examining the determinant of purchase intention and purchase decision for green product: SEM analysis. Apollo: Journal of Tourism and Business, 2(1), 133–147.
Najafabadiha, A., Wang, Y., Gholizadeh, A., Javanmardi, E., & Zameer, H. (2025). Fostering consumer engagement in online shopping: Assessment of environmental video messages in driving purchase intentions toward green products. Journal of Environmental Management, 373, 1236–1257.
Ng, P. M., Chan, J. K., Lit, K. K., Cheung, C. T., Lau, M. M., Wan, C., & Choy, E. T. (2025). The impact of social media exposure and online peer networks on green purchase behavior. Computers in Human Behavior, 165, 1085–1099.
Nguyen-Viet, B., Tran, C. T., & Ngo, H. T. K. (2024). Corporate social responsibility and behavioral intentions in an emerging market: The mediating roles of green brand image and green trust. Cleaner and Responsible Consumption, 12, 10017–10028.
Nilsson, J., Jansson, J., Nicholas, K., & Zhao, C. (2025). Examining senior citizens’ public transport: The role of digitalization, environmental concern, and traveler satisfaction. Travel Behaviour and Society, 38, 1009–1029.
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. Cleaner Environmental Systems, 10, 1001–1025.
Paramita, S., Kusuma, I. W., Sulistioadi, Y. B., & Kiswanto. (2024). Environmental and safety aspects of bio-based cosmetics in Indonesia. In Biomass-based cosmetics: Research trends and future outlook (pp. 545–568). Springer Nature Singapore.
Plotkina, D., Rabeson, L., & Bambauer-Sachse, S. (2025). The role of green brand image in explaining European consumers’ reactions to different types of sustainable packaging. Journal of Retailing and Consumer Services, 84, 1042–1065.
Polat, M. (2025). Examining the effect of green marketing strategies on airline consumers’ purchasing behavior in the scope of Theory of Planned Behavior (TPB). Pazarlama ve Pazarlama Araştırmaları Dergisi, 18(1), 213–242.
Pong, V., & Tam, K. P. (2023). Relationship between global identity and pro-environmental behavior and environmental concern: A systematic review. Frontiers in Psychology, 14, 1033–1057.
Pontes, S., Naranjo-Zolotov, M., & Painho, M. (2024). From intention to action: How environmental setback perception mediates green purchase behaviour. Journal of Cleaner Production, 470, 1432–1460.
Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Journal of Business Research, 147, 112–125.
Rahmadhani, A. V., & Widodo, A. (2023). Pengaruh green brand image, green brand trust, green brand awareness dan green brand satisfaction terhadap purchase intention pada konsumen air mineral merek Aqua. Jurnal Samudra Ekonomi dan Bisnis, 14(3), 393–405.
Ramanust, S. (2023). Green marketing tools and consumer behavior: Exploring the influence of eco-brands and environmental advertising on purchasing decisions. Journal of Energy and Environmental Policy Options, 6(4), 33–42.
Ringle, C. M., & Sarstedt, M. (2022). Partial least squares structural equation modelling (PLS-SEM): A comprehensive guide. Springer.
Rusch, M., Schöggl, J. P., & Baumgartner, R. J. (2023). Application of digital technologies for sustainable product management in a circular economy: A review. Business Strategy and the Environment, 32(3), 1159–1174.
Saeed, M., Ahmed, A., Boğan, E., Abul, O., & Qammar, A. (2023). Buying green: The role of green customer-based brand equity in shaping customers’ green buying behavior. Environment, Development and Sustainability, 1–17.
Schwegler, Y. O., & Petty, J. S. (2025). How environmental awareness and concern affect environmental entrepreneurial intent. Journal of Business Venturing, 40(2), 1064–1087.
Sekaran, U., & Bougie, R. (2020). Research methods for business: A skill-building approach (8th ed.). Wiley.
Shafiq, M. A., Iqbal, S., Shahid, M. N., & Ahmad, B. (2024). Influence of corporate social responsibility on competitive advantage through the mediating role of green brand image and green brand love. In Corporate governance and CSR strategies for sustainability (pp. 20–44). IGI Global.
Shao, X., Jeong, E., Zhang, X., & Jang, S. (2025). Green marketing versus demarketing: The impact of individual characteristics on consumers’ evaluations of green messages. Journal of Hospitality & Tourism Research, 49(1), 29–44.
Sharma, K., Aswal, C., & Paul, J. (2023). Factors affecting green purchase behavior: A systematic literature review. Business Strategy and the Environment, 32(4), 2078–2092.
Srivastava, R., Sanjeev, M. A., & Gupta, S. (2024). A fuzzy approach to determining antecedents to green cosmetic consumption in India. International Journal of Retail & Distribution Management, 52(6), 671–688.
Sumarsono, H., Narmaditya, B. S., Rahmawati, F., Prayitno, P. H., & Sahid, S. (2025). Green marketing for sustainability business: A bibliometric analysis. Multidisciplinary Reviews, 8(3), e2025078.
Sun, Y., Li, T., & Wang, S. (2022). “I buy green products for my benefits or yours”: Understanding consumers’ intention to purchase green products. Asia Pacific Journal of Marketing and Logistics, 34(8), 1721–1739.
Tan, L. P., Casidy, R., & Arli, D. (2025). Drivers of strategic green marketing orientation: An SME owner-manager perspective. Journal of Retailing and Consumer Services, 82, 1041–1065.
Tao, Y., Wang, D., Ye, Y., Wu, H., & Zhang, Y. (2023). The role of public environmental concern on corporate social responsibility: Evidence from search index of web users. Energy Economics, 126, 1070–1095.
Tran, N. K. H. (2023). Enhancing green brand equity through environmental reputation: The importance of green brand image, green brand trust, and green brand loyalty. Business Strategy & Development, 6(4), 1006–1017.
Tsai, C. M., Kao, W. Y., & Liu, W. C. (2025). Navigating sustainable mobility in Taiwan: Exploring the brand-specific effects of perceived green attributes on the green purchase intention for battery electric vehicles. Sustainability, 17(3), 1–15.
Watson, A., Perrigot, R., & Dada, O. (2024). The effects of green brand image on brand loyalty: The case of mainstream fast food brands. Business Strategy and the Environment, 33(2), 806–819.
Wu, L., & Liu, Z. (2022). The influence of green marketing on brand trust: The mediation role of brand image and the moderation effect of greenwash. Discrete Dynamics in Nature and Society, 2022(1), 6392–6412.
Yu, C., Long, H., Zhang, X., Tan, Y., Zhou, Y., Zang, C., & Tu, C. (2023). The interaction effect between public environmental concern and air pollution: Evidence from China. Journal of Cleaner Production, 391, 1362–1381.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2020). Business research methods (11th ed.). Cengage Learning.
Downloads
Published
Issue
Section
License
- Copyright of all the submissions to the Market Forces will remain to the contributors.
- Anyone is allowed to distribute, remix, tweak, and build upon his/her work, even commercially, as long as it is credited/cited to the original contributors of the Market Forces.
