Dorojatun Prihandono, FE Manajemen and Angga Pandu Wijaya, - and Ina Rizqiana, - and Wan Kalthom Yahya, - and Agung Kresnamurti Rivai Prabumenang, - (2020) Green Marketing Tools Effect On Consumer Buying Decision In The Bottled Water Industry. Humanities & Social Sciences Reviews, 8 (4). pp. 537-546. ISSN 2395-6518

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Abstract

This study aims to examine green marketing tools, eco-friendly labels, and green advertising influence on consumer purchase behavior in mineral water. This research elaborates on the Ades brand, which promotes eco-friendly image in Indonesia. Green marketing has become a trending issue in all consumer package goods industries in the past decades. The bottled water industry faces enormous challenges to produce an idiosyncratic product to win a highly competitive market. Methodology: This study applies the partial least square analysis to examine the variable relationships. 115 respondents were involved in this study. Data collected using a questionnaire and processed by SmartPLS 3.0. Main Findings: The analysis results show that eco-friendly Label and green advertising have a positive and significant relationship on the consumer purchase decision. Applications of this study: The results provide valuable inputs for bottled water manufacturers to commence a green marketing campaign that fits regional and global markets to improve sales performance and overcome challenges. Novelty/Originality of this study: Previous studies are rarely concern on consumer behavior in purchasing bottled water, therefore this research attempt to elaborate better understanding using the theory of planned behavior.

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