Open AccessAnalyzing the relationship between consumer trust, awareness, brand preference, and purchase intention in green marketing
Author(s) -
Eddy Junarsin,
Christian Haposan Pangaribuan,
Maria Wahyuni,
Desman Hidayat,
Okta Prihatma Bayu Putra,
Putri Maulida,
Wahyoe Soedarmono
Publication year - 2022
Publication title -
international journal of data and network science
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.296
H-Index - 7
eISSN - 2561-8156
pISSN - 2561-8148
DOI - 10.5267/j.ijdns.2022.2.005
Subject(s) - preference , brand preference , green marketing , business , marketing , corporate social responsibility , consumption (sociology) , brand awareness , green consumption , advertising , production (economics) , economics , public relations , social science , sociology , political science , microeconomics , macroeconomics
As part of their corporate social responsibility (CSR) and sustainable products, many big players in the industry have now reduced plastic through the design, manufacturing and packaging of products and their ultimate disposal. This paper investigates the direct and indirect relationships between awareness, trust, and brand preference on purchase intention in green marketing. Based on a review of the literature, a series of hypotheses are derived and tested using regression analysis. The research employs an online survey-based method to test a theoretically grounded set of proposed hypotheses. The data were collected from 348 young adults living in Jakarta, Indonesia. The results show that green awareness does not influence purchase intention directly. On the other hand, the indirect effect of green awareness through green brand preference on purchase intention was greater compared with the indirect effect through green trust. Therefore, this study draws attention to the importance of green brand preference and green trust on purchase intention. Given that the consumption of organic products has the potential to elicit awareness, trust, and preference of eco-friendly consumers, these findings have significant management implications for corporate managers when considering the production of organic commodities.