Sustainable consumer choices: the role of green products, pricing, and marketing in Indonesia's tissue industry

Mu'ah, Mesra Surya Ariefin, Slamet Riyadi and Donny Arif

International Journal of Green Economics, 2025, vol. 19, issue 5, 1-19

Abstract: This study examines the influence of green products, green prices, and green marketing on environmental awareness and purchasing decisions, with environmental awareness as a mediating variable. The results indicate that all three factors significantly impact environmental awareness, which in turn positively influences purchasing decisions. Green marketing has the most potent effect, followed by green products and green prices. Mediation analysis reveals that environmental awareness partially mediates the relationship between green products and green marketing on purchasing decisions, while it strongly mediates the effect of green prices. These findings highlight the importance of integrating sustainability in product development, pricing strategies, and marketing efforts. Businesses should enhance transparency, educate consumers on sustainability benefits, and implement effective green marketing campaigns. This study contributes to the understanding of green consumer behaviour and provides strategic insights for businesses promoting sustainable consumption. Future research could explore additional mediators, such as consumer trust and perceived value.

Keywords: green products; green pricing; environmental awareness; green marketing; purchasing decisions; Indonesia. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijgrec:v:19:y:2025:i:5:p:1-19

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