Strategi Green Marketing dan Sikap Beli Sepeda Listrik di Indonesia: Peran Green Product Awareness
DOI:
https://doi.org/10.58192/ebismen.v5i2.4569Keywords:
Green Marketing, Green Product Awareness, Consumer Green AttitudeAbstract
Unsustainable consumption patterns have prompted firms to adopt green marketing as a strategic approach to shaping consumer attitudes toward environmentally friendly products. However, a gap persists between increasing environmental awareness and actual purchasing behavior, indicating the need for a cognitive mechanism that bridges this relationship. This study aims to analyze the role of Green Product Awareness as a mediating variable in the relationship between Green Marketing and Consumer Green Attitude among electric bicycle users in Indonesia, within the framework of the Theory of Planned Behavior (TPB). This study employs a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 3, based on data collected from 170 respondents using a Likert-scale questionnaire. The findings reveal that Green Marketing has a positive and significant effect on both consumer attitudes and Green Product Awareness. In addition, Green Product Awareness significantly influences consumer attitudes toward purchasing green products. The mediation analysis confirms its role as a mediating variable that strengthens this relationship. These findings highlight the importance of integrating marketing strategies with enhanced consumer awareness to promote sustainable consumption behavior.
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