The Influence of Green Marketing on Purchase Intention of AQUA Life: The Mediating Role of Environmental Awareness

Abstract

Research aim : Drawing on the Theory of Planned Behavior (TPB) and signaling theory, this study examines how green marketing influences environmental awareness and purchase intention, and explores the mediating role of environmental awareness in shaping the relationship between green marketing and purchase intention

Design/Methode/Approach : This study employs a quantitative associative approach using PLS-SEM (SmartPLS 4.0) to examine the relationships among green marketing, environmental awareness, and purchase intention. Data were collected from 160 purposively selected consumers in Kediri who are familiar with AQUA Life through a structured questionnaire using a five-point Likert scale. The analysis involved evaluating the measurement model (validity and reliability) and the structural model (R², f², and path coefficients). Hypothesis testing and mediation analysis were conducted using bootstrapping with a 5% significance level.

Research Finding : The results show that green marketing has a positive and significant effect on both purchase intention and environmental awareness. Environmental awareness also significantly influences purchase intention. however, it does not act as a mediating variable, indicating that green marketing has a direct effect on purchase intention.

Theoretical contribution/Originality : This study examines the role of environmental awareness as a mediating variable in the relationship between green marketing and purchase intention, utilizing consumer data from AQUA Life in Indonesia, and shows that green marketing has a direct effect on purchase intention without going through environmental awareness as a mediator.

Practitionel/Policy implication : This study suggests that companies should strengthen green marketing strategies to directly enhance consumer purchase intention. Additionally, governments and relevant stakeholders need to improve environmental education to increase public awareness and encourage the adoption of eco-friendly products.

Research limitation : This study has several limitations. First, the sample is limited to consumers in Kediri City and Regency, so the results cannot be widely generalized. Second, the study only focuses on green marketing, environmental awareness, and purchase intention. Third, the use of questionnaires may lead to biased responses.