THE ROLE OF ENVIRONMENTAL KNOWLEDGE IN MEDIATING THE RELATIONSHIP BETWEEN GREEN PROMOTION AND GREEN PACKAGING ON GREEN PURCHASE BEHAVIOR IN EASY GREEN PRODUCTS BY UNILEVER

Zidan Basyarahil Rais Pambudi; Putu Nina Madiawati; Arry Widodo

doi:10.62567/micjo.v3i2.2506

Authors

Zidan Basyarahil Rais Pambudi Telkom University
Putu Nina Madiawati Telkom University
Arry Widodo Telkom University

DOI:

https://doi.org/10.62567/micjo.v3i2.2506

Keywords:

Green Promotion, Green Packaging, Environmental Knowledge, Green Purchase Behavior

Abstract

The increasing environmental issues, particularly the problem of plastic waste in Indonesia, as well as the gap between awareness and purchasing behavior of environmentally friendly products, have become important phenomena in this study. This study aims to analyze the effect of green promotion and green packaging on green purchase behavior, as well as to examine the role of environmental knowledge as a mediating variable in Easy Green Unilever products. In this study, data were collected through a survey distributed to users of Easy Green Unilever products in Indonesia, with a total of 400 respondents obtained. The research method employed a descriptive and quantitative approach, using non-probability sampling with a purposive sampling technique. In data processing, this study utilized SmartPLS software. The results indicate that green promotion and green packaging have a positive and significant effect on green purchase behavior. In addition, environmental knowledge is proven to have a significant effect on green purchase behavior and is able to mediate the relationship between green promotion and green packaging on green purchase behavior. The conclusion of this study emphasizes that increasing consumers’ environmental knowledge is a key factor in strengthening the effectiveness of green marketing strategies in encouraging environmentally friendly purchasing behavior.

Downloads

Download data is not yet available.

References

Agustini, M., Baloran, A., Bagano, A., Tan, A., Athanasius, S., & Retnawati, B. (2021). Green marketing practices and issues: A comparative study of selected firms in Indonesia and Philippines. Journal of Asia-Pacific Business, 22(3), 164-181.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T

American Marketing Association. (2017). Definisi Pemasaran. https://www.ama.org/the-definition-of-marketing-what-is-marketing/

Amruddin, A., Priyanda, R., Agustina, T. S., Nyoman Sri Ariantini, N. S., Rusmayani, N. G. A. L., Aslindar, D. A., & Wicaksono, D. (2022). Metodologi penelitian kuantitatif.

Braun, T., & Dierkes, P. (2019). Evaluating three dimensions of environmental knowledge and their impact on behaviour. Research in Science Education, 49(5), 1347-1365. DOI 10.1007/s11165-017-9658-7

Canlas, I. P., Karpudewan, M., & Khan, N. S. M. A. (2022). More than twenty years of value-belief-Norm theory of environmentalism: what has been and yet to be done?. Interdisciplinary Journal of Environmental and Science Education, 18(2), e2269.

Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don't walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97(1), 139-158.

Greenpeace Indonesia. (2024). Unilever, Berani Tanggung Jawab Itu Baik. https://www.greenpeace.org/indonesia/siaran-pers/58588/unilever-berani-tanggung-jawab-itu-baik/

Huang, Y. J., Lee, P. H., Hsieh, S. H., Chiu, Y. C., & Chan, T. C. (2024). Understanding factors influencing adoption of air pollution protective measures using the knowledge-attitude-behavior model. Scientific Reports, 14(1), 28414.

Irshad, M. (2025). Examining the role of green marketing mix elements on green purchase behavior. Management of Environmental Quality: An International Journal, 36(3), 815-832.

Narimawati, U., Sarwono, J., Sos, S., Affandi, H. A., & Priadana, H. S. (2020). Ragam Analisis dalam Metode Penelitian: untuk Penulisan Skripsi, Tesis, & Disertasi. Penerbit Andi.

Naz, F., Oláh, J., Vasile, D., & Magda, R. (2020). Green purchase behavior of university students in Hungary: An empirical study. Sustainability, 12(23), 10077.

Papadas, K. A., Piha, L., Davvetas, V., & Leonidou, C. N. (2024). Strategizing green marketing in times of uncertainty: does it pay off?. European Journal of Marketing, 58(10), 2169-2198.

Peraturan Presiden Republik Indonesia Nomor 97 Tahun 2017 tentang Kebijakan dan Strategi Nasional Pengelolaan Sampah Rumah Tangga dan Sampah Sejenis Sampah Rumah Tangga.

Polonsky, M. J. (1994). An Examination of the Green Marketing Literature. European. Journal of Marketing, 27(10), 1-10.

Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385-393.

Simanihuruk, P., Prahendratno, A., Tamba, D., Sagala, R., Ahada, R., Purba, M. L. B, & Rachman, S. H. (2023). MEMAHAMI PERILAKU KONSUMEN: Strategi Pemasaran yang Efektif pada Era Digital. PT. Sonpedia Publishing Indonesia.

Solihin, M., & Ratmono, D. (2020). Analisis Sem-Pls Dengan Warppls 7.0 (C. Mitak, Ed.

Solimun, Fernandes, A. A., & Nurjannah. (2017). Metode Statiska Multavariat: Permodelan Perasamaan Struktural (SEM) dan Pendeketan WarpPLS. Malang: UB Press.

Sun, Y., Li, T. and Wang, S. (2021), “I buy green products for my benefits or yours: understanding consumers’ intention to purchase green products”, Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 8, pp. 1721-1739, doi: 10.1108/apjml-04-2021-0244.

Verma, V. K., & Chandra, B. (2018). An application of theory of planned behavior to predict young Indian consumers' green hotel visit intention. Journal of Cleaner Production, 172, 1152-1162.

Vilkaite V., N., Skackauskiene, I., & Díaz-Meneses, G. (2022). Measuring green marketing: Scale development and validation. Energies, 15(3), 718.

Wahyuningtiyas, N., & Novianto, A. S. (2023). The The Impact of Green Price, Green Promotion, and Green Place on the Economy of Communities in Tourism Areas through Environmental Sustainability Entering the New Normal. Quantitative Economics and Management Studies, 128-138. Vol. 4 No. 1. https://doi.org/10.35877/454RI.qems1300

Wandosell, G., Parra-Meroño, M. C., Alcayde, A., & Baños, R. (2021). Green packaging from consumer and business perspectives. Sustainability, 13(3), 1356. https://doi.org/10.3390/su13031356

Widodo, A., Yusiana, R. (2022). Green Marketing Dalam Perspektif Bisnis (Ed. 1 Cet. 1). Bandung: PT Refika Aditama.

Widodo, A., Rubiyanti, N., & Madiawati, P. N. (2025). Investigating the influence of eco-labels on consumer behavior in Indonesia’s developing green market. Management & Sustainability: An Arab Review. https://doi.org/10.1108/MSAR-02-2025-0054

Rubiyanti, N., Pradana, M., & Marimon, F. (2024). Measuring Indonesian young consumers’ halal purchase intention of foreign-branded food products. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-023-02559-0

Widodo, A., Madiawati, P. N., Wardoyo, H. S., & Affandi, A. (2026). Trust-mediated green brand evangelism: examining boundary conditions in Indonesian collectivistic consumer markets. Italian Journal of Marketing, 2026(1), 6. (2026). https://doi.org/10.1007/s43039-026-00130-8