Email this article 
Green marketing mix and eco-label consumer behavior: the role of environmental knowledge
(1) HKBP Nommensen University
(2) HKBP Nommensen University
(3) HKBP Nommensen University
(4) HKBP Nommensen University
(5) HKBP Nommensen University
(*) Corresponding Author
Abstract
Environmental degradation has been identified as a contributing factor to natural disasters, while public awareness toward environmental sustainability in Indonesia remains relatively low. In response, businesses have begun adopting environmentally oriented marketing strategies, particularly the green marketing mix, which includes green products, green promotion, and green people. As consumers acquire greater environmental knowledge, they develop a better understanding of the value and quality of eco-friendly products, which in turn influences their purchasing behavior. This study aims to examine the factors influencing consumer behavior toward eco-labeled products. A quantitative approach was employed using purposive sampling, involving 200 respondents. Primary data were collected through structured questionnaires distributed based on predetermined criteria. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3.3 software. The findings are expected to provide both theoretical contributions and practical insights, particularly for firms producing eco-friendly products in designing effective marketing strategies. Specifically, this study highlights the role of green promotion as an important driver of environmental knowledge, which subsequently shapes consumer behavior toward eco-labeled products.
Keywords
Full Text:
PDFReferences
Ahmed, H. A. M., Abdelghani, A. A. A., Fayyad, S., & Rashwan, K. A. (2025). From Commitment to Action: The Mediating Effect of Environmental Identity in Green Buying, with Eco-Conscious Behavior as a Moderator. Administrative Sciences, 15(8), 1–22. https://doi.org/10.3390/admsci15080303
Arini, W., Ariningsih, E. P., & Purworejo, U. M. (2025). The Role Of Attitude In Mediating The Influence Of Environment Knowledge On Green Purchase Intention ( Study On Nippon Paint Green Choice Series Paint ) Peran Attitude Dalam Memdiasi Pengaruh Environment Knowledge Terhadap Green Purchase Intention ( Studi. COSTING: Journal of Economic, Business and Accounting, 8(3), 4195–4208. https://doi.org/https://doi.org/10.31539/costing.v8i3.14717
Ayu, D., & Damayanti, R. (2016). Pengaruh Corporate Social Marketing Dan Green Marketing Terhadap Green Consumerism Behavior Pada Fakultas Ekonomi Dan Bisnis Universitas Udayana , Bali , Indonesia Pendahuluan Isu mengenai lingkungan hidup telah menjadi perbincangan umum yang diketahui ol. E-Jurnal Manajemen Universitas Udayana, 5(11), 6879–6906.
Bestari dan Suhermin. (2016). Pengaruh Green Brand Image, Green Advertising Dan Harga Terhadap Keputusan Pembelian. Jurnal Ilmu Dan Riset Manajemen, 5(5), 1–19.
Caroline, E., Santoso, I., & Deoranto, P. (2021). Pengaruh Marketing Mix (7P) Dan Perilaku Konsumen Terhadap Keputusan Pembelian Produk Healthy Food Bar Di Malang. Jurnal Manajemen Pemasaran, 15(1), 10–19. https://doi.org/10.9744/pemasaran.15.1.10-19
Chang, T. Y., & Lin, Y. C. (2022). The Effects of Atmosphere on Perceived Values and Customer Satisfaction toward the Theme Hotel: The Moderating Role of Green Practice Perception. Sustainability (Switzerland), 14(15). https://doi.org/10.3390/su14159153
Chrysna, V. Y., Sumarsono, H., & Widyaningrum, P. W. (2022). Pengaruh Green Trust, Green Price, dan Eco Brand Terhadap Keputusan Pembelian. E-Journal Ekonomi Bisnis Dan Akuntansi, 9(2), 65. https://doi.org/10.19184/ejeba.v9i2.32466
Dewi, W. W. A., Avicenna, F., & Meideline, M. M. (2020). Purchase intention of green products following an environmentally friendly marketing campaign: Results of a survey of instagram followers of innisfreeindonesia. Asian Journal for Public Opinion Research, 8(2), 160–177. https://doi.org/10.15206/ajpor.2020.8.2.160
Fahmi, M. (2024). Pengaruh Environmental Knowledge Dan Environmental Awareness Terhadap Green Purchase Intention Pada Konsumen Galon Le Minerale Sekali Pakai. Musytari, 4(1), 141–151. https://doi.org/https://doi.org/10.8734/musytari.v4i1.2261
Febriani, S. (2019). Pengaruh Green Marketing Mix Terhadap Green Product Purchase Intention Pada Produk Innisfree Di Jakarta Dengan Consumer’s Attitude Sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Dan Kewirausahaan, 3(1), 49–61. https://doi.org/10.24912/jmbk.v3i1.4925
Genoveva, G., & Levina, L. (2019). The Green Marketing Mix: a Review of Customers’ Body Shop Purchase Intention. Jurnal Muara Ilmu Ekonomi Dan Bisnis, 3(2), 400. https://doi.org/10.24912/jmieb.v3i2.7386
Ghozali, I. (2018). Aplikasi Analisis Multivariate (p. 129). Badan Penerbit Universitas Diponegoro.
Ginting, R. K., & Ni Wayan Ekawati. (2016). Pengaruh Pengetahuan Lingkungan terhadap Niat Membeli Produk Hijau pada Merek “Attack” dengan Kepedulian Lingkungan sebagai Variabel Mediasi. E-Jurnal Manajemen Unud, 5(4), 2223–2249. https://media.neliti.com/media/publications/253721-pengaruh-pengetahuan-lingkungan-terhadap-2342cc5b.pdf
Gunarso, A., & Kusumawati, A. (2017). Pengaruh Green Advertising, Eco Brand, Dan Green Trust Terhadap Keputusan Pembelian (Survei Pada Konsumen Lampu Philips LED Di RW 12 Kelurahan Merjosari. Jurnal Administrasi Bisnis (JAB), 49(1), 169–178.
Hadi, A. S., Sari, N. P., & Khairi, A. (2023). The Relationship Between Green Marketing Mix and Purchasing Decisions: The Role of Brand Image as Mediator (Issue June). Atlantis Press International BV. https://doi.org/10.2991/978-94-6463-160-9_20
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). The Results of PLS-SEM Article information. European Business Review, 31(1), 2–24.
Hanifah, A. D., Arifin, Z., & Hidayat, K. (2016). Pengaruh Bauran Pemasaran Berwawasan Green Marketing terhadap Keputusan Pembelian ( Survei pada Pembeli yang Menghuni Perumahan Ijen Nirwana Malang ). Jurnal Administrasi Bisnis Universitas Brawijaya, 32(2), 23–32.
Hernizar, A. T., Ramdan, A. M., & Mulia, F. (2020). Pengaruh Green Product Dan Green Brand Awareness Terhadap Green Purchase Intention. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 3(9), 263. https://doi.org/10.24843/eeb.2020.v09.i03.p03
Hidayana, N., & Md Zaini, S. (2024). Environmental Sustainability: Mediating Effect of Environmental Knowledge for Pro-Environmental Behaviour. Article in Indonesian Journal of Sustainability Accounting and Management, 8(1), 230–248. https://doi.org/10.28992/ijsam.v8i1.853
Janah, L., & SN, T. D. F. (2024). Tinjauan Atas Green Marketing Pada Hotel Pesona Alam Resort & Spa. Jurnal Aplikasi Bisnis Kesatuan, 3(3), 241–250. https://doi.org/10.37641/jabkes.v3i3.1903
Jennah, H., Ismail, A., Darwan Ali, U., Timur Jl Batu Berlian No, K., Baru Hulu, M., Mentawa Baru Ketapang, K., & Kotawaringin Timur, K. (2023). Pengaruh Green Marketing Mix Terhadap Purchase Decision Dalam Menggunakan Eco Friendly Product. Journal of Trends Economics and Accounting Research, 3(4), 390. https://doi.org/10.47065/jtear.v3i4.636
Julia, M., & Masyuroh, A. J. (2022). Literature Review Determinasi Struktur Organisasi: Teknologi, Lingkungan Dan Strategi Organisasi. Jurnal Ekonomi Manajemen Sistem Informasi, 3(4), 383–395. https://dinastirev.org/JEMSI/article/view/895/582
Kotler, K. (2017). Philip Kotler, Manajemen Pemasaran Edisi 13 Jilid 1. intro ( PDFDrive ).pdf (p. 6).
Muslim, E., & Indriani, D. R. (2018). Analisis Pengaruh Eco-Label terhadap Kesadaran Konsumen untuk Membeli Green Product. Jurnal Manajemen Teknologi, 13(1), 86–100. https://doi.org/10.12695/jmt.2014.13.1.6
Nguyen, K. M., Dinh, L. T. K., Ngo, T. T., Phan, T. T. T., Nguyen, P. D. H., Tran, H. P. M., & Nguyen, N. T. (2025). The Impact of 7Ps Green Marketing Mix on Customer Commitment and Willingness to Pay a Premium Price: Evidence from Vietnam. Journal of Promotion Management, 31(4), 578–619. https://doi.org/10.1080/10496491.2025.2484712
Persada, S. F., Lin, S. C., Nadlifatin, R., & Razif, M. (2015). Investigating the citizens’ intention level in environmental impact assessment participation through an extended theory of planned behavior model. Global Nest Journal, 17(4), 847–857. https://doi.org/10.30955/gnj.001703
Putra, D. R., & Prasetyawati, Y. R. (2021). Pengaruh Green Product Terhadap Minat Beli Ulang Konsumen Melalui Green Advertising (Studi Terhadap Konsumen Starbucks). Jurnal Manajemen Pemasaran, 15(2), 69–74. https://doi.org/10.9744/pemasaran.15.2.69-74
Rahayu, L. M. P., Abdillah, Y. ., & Mawardi, M. K. (2017). Pengaruh Green Marketing Terhadap Di, Pembelian Konsumen ( Survei Pada Konsumen The Body Shop Indonesia Dan Di Malaysia ). Jurnal Administrasi Bisnis (JAB), 43(1)(1), 121–131.
Rahman, Endi; Asnawi, Melan Angriani; Sau, M. F. (2024). Pengaruh Green Marketing Mix Terhadap Kepuasan Wisatawan Pada Destinasi Wisata Hiu Paus Desa Botubarani Kabupaten Bone Bolango Provinsi Gorontalo. Jurnal Hasi Penelitian Dan Pengkajian Ilmiah Eksakta, 3(7), 305–316.
Rahmawati, R., & Nurhasan, R. (2021). Pengaruh Green Marketing terhadap Keputusan Pembelian (Pada Konsumen Air Mineral Ades di Garut). Journal of Knowledge Management, 15(1), 014–026.
Rayon, Y. A., & Widagda, I. G. N. J. A. (2021). Pengaruh Green Marketing Terhadap Purchase Decision Yang Dimediasi Oleh Brand Image (Studi pada AMDK Ades di Kota Denpasar). E-Jurnal Manajemen Universitas Udayana, 10(5), 479. https://doi.org/10.24843/ejmunud.2021.v10.i05.p04
Rizkiatami, Azura; Masnita, Y. K. (2022). Embracing Sustainability in Purchase Behavior Using the Theory of Planned Behavior. MIX: Jurnal Ilmiah Manajemen, 18(1), 31–43. https://doi.org/http://dx.doi.org/10.22441/jurnal_mix.2023.v13i1.00
Rosyada, F. A., & Dwijayanti, R. (2023). Pengaruh Green Marketing dan Green Product Terhadap Keputusan Pembelian Produk Sukin. Jurnal Pendidikan Tata Niaga (JPTN), 11(3), 305–312.
Sandy, S., Murtafia, M., & Lucita, G. (2022). Management of Tourism Villages Using the Triple Bottom Line Concept. Jurnal Ad’ministrare, 9(2), 679. https://doi.org/10.26858/ja.v9i2.41720
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. MPR-Online, 8(May 2003), 23–74.
Silalahi, R. V., & Kosasi, M. J. (2024). Analisis Pengaruh Penerapan Green Marketing , Environmnetal Concern , Dan Environmental Knowledge Terhadap Green Purchase Intention Pada Air Minum Dalam Kemasan ( AMDK ). Jurnal Ilmiah Ekonomi Dan Bisnis Universitas Multi Data Palembang, 13(2), 410–430.
Subagio. (2019). Pengaruh Lingkungan Sosial Terhadap Perilaku Konsumtif Mahasiswa Fakultas Pendidikan Olahraga Dan Kesehatan (Fpok) Ikip Mataram. Ilmu Sosial Dan Pendidikan, 3(3), 209–222.
Sugiono. (2018). Metode Penelitian Kuantitatif. Alfabeta.
Suryani, Y., & Sigarlaki, F. F. (2025). Analisis Pengaruh Environmental Knowledge Terhadap Green Purchase Intention Yang Dimediasi Oleh Environmental Attitude. JMSIAD: Journal of Management Science Innovation and Defense, 2(1), 36–53.
Yaqub, M. Z., Yaqub, R. M. S., Riaz, T., & Alamri, H. A. (2023). Prolificacy of Green Consumption Orientation and Environmental Knowledge to Slash Plastic Bag Consumption: The Moderating Role of Consumer Attitudes and the Demarketing Efforts. Sustainability (Switzerland), 15(13). https://doi.org/10.3390/su151310136
Article Metrics
Abstract view : 0 timesPDF - 0 times
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Krismanto Erick Tobush Naibaho
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.
 |  |  |  |
 |  |  |  |