The Impact of Green Marketing Mix towards Purchase Intention with Consumer Attitude as the Mediator in the Case of The Body Shop

Abstract

This research aims to know the direct impact of green marketing mix elements toward consumer attitude, the direct impact of green marketing mix elements towards purchase intention, and the indirect impact of green marketing mix elements towards purchase intention, mediated by consumer attitude. As the interest of market on the green and eco-friendly product is on the rise in recent years, the researchers want to find out how this rising trend is impacting the consumer and how it encourages the purchasing intention of them. The sampling method used in this result is the simple random sampling method. The sample criteria used are: (1) Minimum of 17 years old, (2) Know and have bought The Body Shop product, (3) Have seen The Body Shop promotion on social media and printed media. The researchers have successfully gathered 102 responses that pass the sample criteria, validity, and reliability test. The method used for data analysis is classical assumption test and simple mediation analysis. As a result, it is found that only green price has a significant direct impact on purchasing intention. The green place has a significant direct impact on consumer attitude, and consumer attitude has a significant direct impact on purchase intention on The Body Shop product Indonesia. It is found that green price has the highest impact on purchasing intention on The Body Shop product in Indonesia.

Keywords:

Green Marketing Mix, Purchase Intention, Consumer Attitude.