THE INFLUENCE OF GREEN PRODUCT, GREEN ADVERTISING, GREEN KNOWLEDGE ON PURCHASING DECISIONS WITH BRAND IMAGE AS AN INTERVENING VARIABLE

Imroatur Rohmah; Fuad Mas`ud

doi:10.24071/icebmr.v3i1.158

Authors

Imroatur Rohmah Diponegoro University Author
Fuad Mas`ud Diponegoro University Author

DOI:

https://doi.org/10.24071/icebmr.v3i1.158

Keywords:

Green Product, Green Advertısıng, Green Knowledge, Purchasing Decisions, Brand Image

Abstract

Environmentally, friendly businesses at this time are needed to suppress existing environmental problems. Companies must market environmentally, friendly products so as not to add to environmental problems. The purpose of this study is to analyze the influence of green products, green advertising, green knowledge on purchasing decisions with brand image as an intervening variable. This study used a quantitative type of research. Data collection techniques using questionnaires. data analysis techniques using SEM PLS. The results show that green products, green advertising, green knowledge have a significant influence on consumer financing decisions. Brand image is also an intervening variable that indirectly influences green products, green advertising, green knowledge on purchasing decisions

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