How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?

The rise of pro-environmental awareness has promoted a new innovative local brand that considers sustainable society life. This study analyses how the green marketing claim of new local cleaner products influences the brand image, perceived value, and consumer purchase decisions. The respondents of...

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Detalles Bibliográficos
Autores principales:	Fatmawati Indah, Alikhwan Muhammad Athar
Formato:	article
Lenguaje:	EN FR
Publicado:	EDP Sciences 2021
Materias:	Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/a6a8cebad17a49fbb97b28c40b91d569
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spelling	oai:doaj.org-article:a6a8cebad17a49fbb97b28c40b91d5692021-11-08T15:19:27ZHow Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?2267-124210.1051/e3sconf/202131601020https://doaj.org/article/a6a8cebad17a49fbb97b28c40b91d5692021-01-01T00:00:00Zhttps://www.e3s-conferences.org/articles/e3sconf/pdf/2021/92/e3sconf_iconard2021_01020.pdfhttps://doaj.org/toc/2267-1242The rise of pro-environmental awareness has promoted a new innovative local brand that considers sustainable society life. This study analyses how the green marketing claim of new local cleaner products influences the brand image, perceived value, and consumer purchase decisions. The respondents of this study are consumers of local shoe cleaner products claimed as green ones. The setting is a new brand of shoe cleaner introduced in Yogyakarta, Indonesia. This brand is a green product developed with a green marketing program. Using the purposive sampling method, we chose one hundred fifty respondents. The data analysis is using Structural Equation Modelling (SEM) of AMOS 21. Our result shows that green marketing significantly impacts brand image, perceived value, and purchase decisions. Brand image and perceived value affect purchase decisions substantially.Fatmawati IndahAlikhwan Muhammad AtharEDP SciencesarticleEnvironmental sciencesGE1-350ENFRE3S Web of Conferences, Vol 316, p 01020 (2021)
institution	DOAJ
collection	DOAJ
language	EN FR
topic	Environmental sciences GE1-350
spellingShingle	Environmental sciences GE1-350 Fatmawati Indah Alikhwan Muhammad Athar How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?
description	The rise of pro-environmental awareness has promoted a new innovative local brand that considers sustainable society life. This study analyses how the green marketing claim of new local cleaner products influences the brand image, perceived value, and consumer purchase decisions. The respondents of this study are consumers of local shoe cleaner products claimed as green ones. The setting is a new brand of shoe cleaner introduced in Yogyakarta, Indonesia. This brand is a green product developed with a green marketing program. Using the purposive sampling method, we chose one hundred fifty respondents. The data analysis is using Structural Equation Modelling (SEM) of AMOS 21. Our result shows that green marketing significantly impacts brand image, perceived value, and purchase decisions. Brand image and perceived value affect purchase decisions substantially.
format	article
author	Fatmawati Indah Alikhwan Muhammad Athar
author_facet	Fatmawati Indah Alikhwan Muhammad Athar
author_sort	Fatmawati Indah
title	How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?
title_short	How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?
title_full	How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?
title_fullStr	How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?
title_full_unstemmed	How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?
title_sort	how does green marketing claim affect brand image, perceived value, and purchase decision?
publisher	EDP Sciences
publishDate	2021
url	https://doaj.org/article/a6a8cebad17a49fbb97b28c40b91d569
work_keys_str_mv	AT fatmawatiindah howdoesgreenmarketingclaimaffectbrandimageperceivedvalueandpurchasedecision AT alikhwanmuhammadathar howdoesgreenmarketingclaimaffectbrandimageperceivedvalueandpurchasedecision
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How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?

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