Peran Environmental Knowledge dan Green Consumption dalam Memediasi Hubungan antara Green Marketing dan Green Buying Behavior di Wisata Rumah Atsiri Indonesia
DOI:
https://doi.org/10.35870/emt.v10i1.5032Keywords:
Green Marketing, Green Buying Behavior, Environemental Knowledge, Green Consumption, SEMAbstract
Environmental awareness has driven the rise of green consumption behavior. This study aims to examine the influence of green marketing on green buying behavior at Rumah Atsiri Indonesia, with environmental knowledge and green consumption as mediating variables. A quantitative approach was employed using Structural Equation Modeling (SEM). A total 200 respondents were selected through purposive sampling targeting visitors who have experienced eco-friendly product consumption at the tourism site. The findings reveal that green marketing-represented by ecolabeling, green advertising, and green branding-has a significant effect on green buying behavior both directly and indirectly through environmental knowledge and green consumption. These results highlight the crucial role of environmental awareness and green consumption in strengthening the link between green marketing strategies and consumer purchasing behavior.
Downloads
References
Carbonell-Bojollo, R., Veroz-Gonzalez, O., Ordoñez-Fernandez, R., Moreno-Garcia, M., Basch, G., Kassam, A., ... & Gonzalez-Sanchez, E. J. (2019). The effect of conservation agriculture and environmental factors on CO2 emissions in a rainfed crop rotation. Sustainability, 11(14), 3955.
Gunden, C., Atis, E., & Salali, H. E. (2020). Investigating consumers’ green values and food‐related behaviours in Turkey. International Journal of Consumer Studies, 44(1), 53-63. https://doi.org/10.1111/ijcs.12544.
Haye Geukes, H., Pesch, U., Correljé, A., & Taebi, B. (2021). A Healthy Metaphor?.
Herlina, V., Johannes, J., & Edward, E. (2023). PERAN MEDIASI SOCIAL MEDIA MARKETING DAN CUSTOMER ENGAGEMENT TERHADAP KINERJA PEMASARAN UMKM DI PROVINSI JAMBI (Doctoral dissertation, Universitas Jambi).
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS‐SEM: The inverse square root and gamma‐exponential methods. Information systems journal, 28(1), 227-261. https://doi.org/10.1111/isj.12131.
Kosasih, F. Y., Santoso, W., & Riza, F. (2025). Pengaruh Green Marketing terhadap Green Purchase Intention melalui Green Trust pada Produk Buku Tulis PT Pabrik Kertas Tjiwi Kimia Tbk. Journal of Accounting and Finance Management, 6(4), 2277-2293.
Kumar, P., & Ghodeswar, B. M. (2020). Green marketing mix: A review of literature and implications for future research. International Journal of Marketing Studies, 12(1), 33–47. https://doi.org/10.5539/ijms.v12n1p33.
Liobikienė, G., & Poškus, M. S. (2019). The importance of environmental knowledge for private and public sphere pro-environmental behavior: modifying the value-belief-norm theory. Sustainability, 11(12), 3324.
Nguyen, T. N., Lobo, A., & Greenland, S. (2016). Pro-environmental purchase behaviour: The role of consumers' biospheric values. Journal of Retailing and Consumer Services, 33, 98-108. https://doi.org/10.1016/j.jretconser.2021.102752.
Rex, E., & Baumann, H. (2007). Beyond ecolabels: what green marketing can learn from conventional marketing. Journal of cleaner production, 15(6), 567-576. https://doi.org/10.1016/j.jclepro.2021.126407.
Sasmita, J., & Mohd Suki, N. (2015). Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand awareness, and brand image. International journal of retail & distribution management, 43(3), 276-292. https://doi.org/10.1108/IJRDM-02-2018-0024.
Selim, H., Eid, R., Agag, G., & Shehawy, Y. M. (2022). Cross-national differences in travelers’ continuance of knowledge sharing in online travel communities. Journal of Retailing and Consumer Services, 65, 102886. https://doi.org/10.1016/j.jretconser.2021.102886.
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological economics, 134, 114-122. https://doi.org/10.1016/j.ecolecon.2020.106701.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Nadiya Fikriyatuz Zakiyah, Marjam Desma Rahadhini, Siska Noviani, Farryl Febian Aroran
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Copyright Retention and Open Access License
Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).
This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
2. Rights Granted Under CC BY 4.0
Under this license, readers are free to:
- Share — copy and redistribute the material in any medium or format
- Adapt — remix, transform, and build upon the material for any purpose, including commercial use
- No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed
3. Attribution Requirements
All uses must include:
- Proper citation of the original work
- Link to the Creative Commons license
- Indication if changes were made to the original work
- No suggestion that the licensor endorses the user or their use
4. Additional Distribution Rights
Authors may:
- Deposit the published version in institutional repositories
- Share through academic social networks
- Include in books, monographs, or other publications
- Post on personal or institutional websites
Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.
5. Self-Archiving and Pre-Print Sharing
Authors are encouraged to:
- Share pre-prints and post-prints online
- Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
- Engage in scholarly communication throughout the publication process
6. Open Access Commitment
This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.
