Article Details
Vol. 8 No. 1 (2026): June
Consumer Purchasing Decisions: The Influence of Green Product, E-Branding, and Consumer Knowledge
Abstract
Purpose: This study analyzes the influence of green products and consumer knowledge, mediated through e-branding, on purchasing decisions of Pertamax series consumers amid environmental concerns like global warming and vehicle emissions.
Research Methodology: A purposive probability sampling approach collected data from 200 Pertamax consumers. Path analysis using IBM SPSS Statistics 26 was employed to examine the relationships.
Results: The analysis revealed three key findings: First, green products and consumer knowledge positively impact e-branding and purchasing decisions. Second, green products, consumer knowledge, and e-branding collectively influence purchasing decisions positively. Third, E-Branding does not mediate the relationship between green products and consumer knowledge in influencing purchasing decisions.
Conclusions: Green products and consumer knowledge significantly drive purchasing behavior, both directly and in conjunction with e-branding. However, E-Branding does not serve as a mediating mechanism between these factors and purchase decisions. Therefore, marketing strategies should prioritize enhancing the perceived value of green products and improving consumer environmental literacy directly
Limitations: The study is limited to 200 respondents from a specific consumer segment (Pertamax users), which may restrict the generalizability of the findings to broader populations or other green product categories.
Contributions: This research contributes to the fields of sustainable marketing and consumer behavior by clarifying the roles of green product attributes and consumer knowledge in shaping eco-conscious purchasing decisions in the digital age. The findings offer practical insights for energy companies, marketers, and policymakers aiming to promote environmentally friendly fuel alternatives through effective digital branding and consumer education strategies.
Keywords
How to Cite
Download Citation
References
- Aaker, D., & Aaker, J. L. (2016). What are your signature stories? California management review, 58(3), 49-65. doi:https://doi.org/10.1525/cmr.2016.58.3.49
- Alhasan, O., & Lobanov, K. (2023). Transforming Warehouses Towards a Sustainable Future.
- Amstrong, K. (2014). Manajemen pemasaran analisis, perencanaan, proses keputusan pembelian: new jersey: Pearson Pretice Hall.
- Arifin, S. ( 2016). Review of public information policy implementation: evaluation study of information dissemination program at Dishubkominfo Bangkalan Regency in 2012-2015. Surabaya: Master Program in Media & Communication, Universitas Airlangga.
- Aswar, N. F. (2025). Perilaku konsumen. Penerbit Tahta Media.
- Chandra, Y., Teasdale, S., & Tjiptono, F. (2021). Social entrepreneurship research in the Greater China Region: a scoping review and new research framework. Journal of Asian Public Policy, 14(2), 152-181. doi:https://doi.org/10.1080/17516234.2020.1802907
- Chovanová, H. H., Korshunov, A. I., & Bab?anová, D. (2015). Impact of brand on consumer behavior. Procedia Economics and Finance, 34, 615-621.
- Equity, M. B. (2016). Strategic brand management building measuring and managing brand equity.
- Feng, W., Zhang, Q., Ji, H., Wang, R., Zhou, N., Ye, Q., . . . Lau, S. S. Y. (2019). A review of net zero energy buildings in hot and humid climates: Experience learned from 34 case study buildings. Renewable and Sustainable Energy Reviews, 114, 109303. doi:https://doi.org/10.1016/j.rser.2019.109303
- Geap, C. L., Govindan, S., Bathmanathan, V., & Nasonal, U. T. (2018). Green marketing mix on purchase of green products in Malaysian perspective. Journal of Global Business and Social Entrepreneurship, 4(12).
- Haryanto, B., & Budiman, S. (2014). The role of environmental knowledge in moderating the consumer behavioral processes toward the Green products (survey on the Green product-mind in Indonesian). Review of Integrative Business and Economics Research, 4(1), 203-216.
- Hernizar , A., Ramdan , AM, & Mulia , Faizal. (2020). The influence of green product and green brand awareness against green purchase intention. E-Journal of Economics and Business, Udayana University, 263-274.
- Ichsan, M., Lockwood, M., & Ramadhani, M. (2022). National oil companies and fossil fuel subsidy regimes in transition: The case of Indonesia. The Extractive Industries and Society, 11, 101104. doi:https://doi.org/10.1016/j.exis.2022.101104
- Irandust, M., & Bamdad, N. (2014). The role of customer’s believability and attitude in green purchase intention. Arabian Journal of Business and Management Review (Kuwait Chapter), 3(7), 242-248.
- Kotler, P., & Keller, K. L. (2009). Manajemen Pemasaran, Jakarta. Penerbit Erlangga.
- Li, C., Ahmad, S. F., Ayassrah, A. Y. B. A., Irshad, M., Telba, A. A., Awwad, E. M., & Majid, M. I. (2023). Green production and green technology for sustainability: The mediating role of waste reduction and energy use. Heliyon, 9(12). doi:https://doi.org/10.1016/j.heliyon.2023.e22496
- Mahmoud, M. A., Hinson, R. E., & Anim, P. A. (2018). Service innovation and customer satisfaction: the role of customer value creation. European Journal of Innovation Management, 21(3), 402-422. doi:https://doi.org/10.1108/EJIM-09-2017-0117
- Mahmoud, T. O. (2019). Green marketing: A marketing mix concept. International Journal of Electrical, Electronics and Computers, 4(1), 20-26.
- Manongko, A. A. C., & Kambey, J. (2018). The influence of green marketing on decision purchasing organic products with interests of buying as an intervening variable at Manado City, Indonesia.
- Masson-Delmotte, V., Zhai, P., Pirani, A., Connors, S. L., Péan, C., Berger, S., Gomis, M. I. (2021). Climate change 2021: the physical science basis. Contribution of working group I to the sixth assessment report of the intergovernmental panel on climate change, 2(1), 2391.
- Mohajan, H. (2021). Product maximization techniques of a factory of Bangladesh: A Sustainable Procedure.
- Nurul Hidayati, F., & Priyono, B. (2024). Pengaruh social media marketing, influencer marketing dan Word of Mouth (WOM) Terhadap Minat Beli pada UMKM Sprouts Farms. Journal of Business Administration Economics & Entrepreneurship, 6(1), 35-42.
- Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding: Routledge.
- Saputri, S. D., & Rofiuddin, M. (2023). Analysis of factors influencing non-Muslims to become customers of Islamic banks. Indonesian Journal of Islamic Economics Research, 5(2), 83-92. doi:https://doi.org/10.18326/ijier.v5i2.5834
- Sharma, A., & Foropon, C. (2019). Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), 1018-1042.
- Smith, P. R. (2022). Digital marketing excellence: planning, optimizing and integrating online marketing: Routledge.
- Sun, H., Bahizire, G. M., Pea-Assounga, J. B. B., & Chen, T. (2024). Enhancing employee green performance through green training: the mediating influence of organizational green culture and work ethic in the mining sector. Journal of Cleaner Production, 449, 141105. doi:https://doi.org/10.1016/j.jclepro.2024.141105
- Vitousek, P. M. (1994). Beyond global warming: ecology and global change. Ecology, 75(7), 1861-1876. doi:https://doi.org/10.2307/1941591
- Yoesmanam, I. C. (2015). Pengaruh pengetahuan produk dan persepsi kualitas produk terhadap keputusan pembelian pada kosmetik organik. BISMA (Bisnis dan Manajemen), 7(2), 134-142. doi:https://doi.org/10.26740/bisma.v7n2.p134-142
- Yusiana, R., & Widodo, A. (2016). The Influence of Green Marketing on Perceived Value of Pertamax Purchasing Decision. Paper presented at the 2016 Global Conference on Business, Management and Entrepreneurship.
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.