Deciphering the Green Marketing Puzzle: Understanding the Interplay of Green Marketing Strategic Orientation, Attitude towards Green Marketing, Brand Integrity, and Purchase Intention

Aditya Halim Perdana Kusuma Putra, Siti Mariam, Moh. Tafsir and Novita Rosanti
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Aditya Halim Perdana Kusuma Putra: Department of Management, Faculty of Economic and Business, Universitas Muslim Indonesia, Indonesia,
Siti Mariam: Department of Management, Faculty of Economic and Business, Universitas Esa Unggul, Indonesia,
Moh. Tafsir: Department of Management, STIEM Bongaya, Indonesia.
Novita Rosanti: Magister Program of Management, Institut Bisnis dan Keuangan Nitro, Indonesia.

International Review of Management and Marketing, 2024, vol. 14, issue 4, 210-229

Abstract: The purpose of this study aims (1) Investigate the role of the item constructs access to information, labelling and peer pressure, sense of retribution, and circular economy perception on green individuals feelings; (2) Evaluate the role of green business orientation and product quality on perceived of green marketing strategic orientation through the second-order analysis test. As a design methodology we involved 178 respondents at Starbucks outlets in Makassar City, Indonesia, with purposive random sampling. The analysis was conducted through a second-order analysis approach to test the variable constructs and through direct and indirect testing by involving attitude towards green marketing and brand integrity as intervening variables. The result of this study shows all items have a significant role in shaping the perceived of green marketing strategic orientation and green individuals feelings through the second-order analysis approach. Direct test showed a positive and significant effect except in the relationship between perceived of green promotion and innovation and brand integrity. Indirect test shows that the relationship between perceived of green marketing strategic orientation, perceived of green promotion and innovation, and purchase intention with attitude towards green marketing as an intervening variable is not significant. Similarly, the relationship between green individuals feelings, purchase intention, brand integrity, and perceived of green promotion and innovation as intervening variables is also not significant.

Keywords: Green Individuals Feelings; Green Marketing; Perceived of Green Promotion; Attitude Toward Green Marketing; Brand Integrity; Purchase Intention (search for similar items in EconPapers)
JEL-codes: D91 M14 M31 Q56 (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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