Factors Influencing Consumer Purchase Decisions for Aqua Life Indonesia Products: Analysis of Ecolabel Awareness, Green Marketing Mix, and Brand Image
Article Sidebar
Abstract
This study aims to answer two main objectives. The first is to answer the current eco-label, green marketing mix, and brand image of AQUA Life, and the Second is to answer how eco-label awareness, green marketing mix, and brand image influence consumer purchasing decisions. The study was conducted from November to December 2021. The data collected in this study were primary data obtained from a questionnaire survey in Indonesian, which was distributed via the Google Form link using the Ordinal scale. The sampling method (respondents) used is purposive sampling. The data was processed and analyzed using Structural Equation Modeling. The study's results obtained 105 respondents and showed that the eco-label awareness variable did not significantly affect consumer purchasing decisions for AQUA Life products. The green marketing mix and brand image variables positively and significantly impact consumer purchasing decisions for AQUA Life products. A green marketing mix has a significant effect on brand image. Producers and the government must provide more education to consumers to gain more knowledge about the use of environmentally friendly products and their benefits.
Keywords: brand image, consumer purchasing decisions, ecolabel awareness, green marketing mix, structural equation modeling
Authors
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).