Trust is felt to be a Good Trigger in Marketing and Green Products in Generating Purchase Interest
Abstract
Objective: This research was conducted with the aim of knowing the mediating role of trust in green products regarding the relationship between green product marketing awareness and product innovation on the purchase intention of environmentally friendly products.
Methodology: This research is a quantitative research with the object of research are informants who already know as recycled fashion products, environmentally friendly drinking places, tissues, food containers and obtained 300 population data from distributing this questionnaire. The research instrument was distributed using a Google form. Using random sampling technique obtained 100 participants who already represent the representativeness of the data, analyzed by structural equation analysis (SEM) using the Smart PLS application
Results: The findings of the study indicate that a direct relationship between green marketing awareness and product innovation has a positive influence on product purchase intentions. The direct relationship of trust felt by consumers has a positive influence on product purchase intentions. Mediating role Trust in products is able to mediate in awareness of green product marketing and product innovation on product purchase intentions. This means that the trust of customers must always be maintained in terms of the marketing we do and the products provided.
Conclusion: Customers' trust in products that care about the environment that does not damage the environment is realized by a green marketing system so that this becomes a driving force for customers' buying intentions.
Keywords
Full Text:
PDFReferences
Abdollahbeigi, M. (2020). Non-climatic factors causing climate change. Journal of Chemical Reviews, 2(4), 292-308.
Ahmad, S. (2015). Green human resource management: Policies and practices. Cogent business & management, 2(1),1030817. https://doi.org/10.1080/23311975.2015.1030817
Akhtar, F., Lodhi, S. A., Khan, S. S., & Sarwar, F. (2016). Incorporating permaculture and strategic management for sustainable ecological resource management. Journal of environmental management, 179, 31-37. https://doi.org/10.1016/j.jenvman.2016.04.051
Alamsyah, D. P. (2016). Green Marketing Strategy: Hubungan Green Perceived Value dan Green Trust. Al-Idarah: Jurnal Kependidikan Islam, 6(1).
Aldieri, L., Barra, C., Paolo Vinci, C., & Zotti, R. (2021). The joint impact of different types of innovation on firm's productivity: evidence from Italy. Economics of Innovation and New Technology, 30(2), 151-182. https://doi.org/10.1080/10438599.2019.1685211
Atalay, M., Anafarta, N., & Sarvan, F. (2013). The relationship between innovation and firm performance: An empirical evidence from Turkish automotive supplier industry. Procedia-social and behavioral sciences, 75, 226-235. https://doi.org/10.1016/j.sbspro.2013.04.026
Austgulen, M. H., Skuland, S. E., Schjøll, A., & Alfnes, F. (2018). Consumer readiness to reduce meat consumption for the purpose of environmental sustainability: insights from Norway. Sustainability, 10(9), 3058. https://doi.org/10.3390/su10093058
Bezovski, Z., & Hussain, F. (2016). The benefits of the electronic customer relationship management to the banks and their customers. Research Journal of Finance and Accounting, 7(4), 112-116.
Brata, B. H., Husani, S., & Ali, H. (2017). The influence of quality products, price, promotion, and location to product purchase decision on Nitchi at PT. Jaya Swarasa Agung in Central Jakarta. Saudi Journal of Business and Management Studies, 2(4), 357-374.
Chang, C. H. (2019). Do green motives influence green product innovation? T he mediating role of green value co‐creation. Corporate Social Responsibility and Environmental Management, 26(2), 330-340.
Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of business ethics, 114(3), 489-500.
Chen, Y. S., Lin, C. Y., & Weng, C. S. (2015). The influence of environmental friendliness on green trust: The mediation effects of green satisfaction and green perceived quality. Sustainability, 7(8), 10135-10152. https://doi.org/10.3390/su70810135
Chen, L., Qie, K., Memon, H., & Yesuf, H. M. (2021). The empirical analysis of green innovation for fashion brands, perceived value and green purchase intention—mediating and moderating effects. Sustainability, 13(8), 4238. https://doi.org/10.3390/su13084238
Chen, K. H., Wang, C. H., Huang, S. Z., & Shen, G. C. (2016). Service innovation and new product performance: The influence of market-linking capabilities and market turbulence. International Journal of Production Economics, 172, 54-64. https://doi.org/10.3390/su13084238
Chuang, S. P., & Huang, S. J. (2018). The effect of environmental corporate social responsibility on environmental performance and business competitiveness: The mediation of green information technology capital. Journal of business ethics, 150(4), 991-1009. https://doi.org/10.1007/s10551-016-3167-x
Chi, O. H., Jia, S., Li, Y., & Gursoy, D. (2021). Developing a formative scale to measure consumers’ trust toward interaction with artificially intelligent (AI) social robots in service delivery. Computers in Human Behavior, 118, 106700.
Colenbrander, S., Gouldson, A., Sudmant, A. H., & Papargyropoulou, E. (2015). The economic case for low-carbon development in rapidly growing developing world cities: A case study of Palembang, Indonesia. Energy Policy, 80, 24-35. https://doi.org/10.1016/j.enpol.2015.01.020
Colenbrander, S., Gouldson, A., Sudmant, A. H., & Papargyropoulou, E. (2015). The economic case for low-carbon development in rapidly growing developing world cities: A case study of Palembang, Indonesia. Energy Policy. https://doi.org/10.1016/j.enpol.2015.01.020
Corsi, S., & Di Minin, A. (2014). Disruptive innovation… in reverse: Adding a geographical dimension to disruptive innovation theory. Creativity and Innovation Management, 23(1), 76-90.
Dimyati, M., Kartikasari, M. D., & Sukarno, H. (2018). Pengaruh Green Marketing dan Pengetahuan Terhadap keputusan Pembelian dengan Mediasi minat Membeli konsumen Sariayu Martha Tilaar di Kota Jember. E-Journal Ekonomi Bisnis Dan Akuntansi, 5(2), 172-177.https://doi.org/10.19184/ejeba.v5i2.8680
Djekic, I. (2015). Environmental impact of meat industry–current status and future perspectives. Procedia Food Science, 5, 61-64. https://doi.org/10.1016/j.profoo.2015.09.025
Eldesouky, A., Mesias, F. J., & Escribano, M. (2020). Perception of Spanish consumers towards environmentally friendly labelling in food. International Journal of Consumer Studies, 44(1), 64-76. https://doi.org/10.1111/ijcs.12546
Farida, N., Handayani, N. U., & Wibowo, M. A. (2019, August). Developing indicators of green construction of Green Supply Chain Management in construction industry: A literature review. In IOP Conference Series: Materials Science and Engineering (Vol. 598, No. 1, p. 012021). IOP Publishing.
Firdayanti, R. (2012). Persepsi risiko melakukan e-Commerce dengan kepercayaan konsumen dalam membeli produk fashion online. Journal of Social and Industrial Psychology, 1(1).
Foxall, G. R. (2015). Consumer behavior analysis and the marketing firm: bilateral contingency in the context of environmental concern. Journal of Organizational Behavior Management, 35(1-2), 44-69. https://doi.org/10.1080/01608061.2015.1031426
Gabbert, F., Hope, L., Luther, K., Wright, G., Ng, M., & Oxburgh, G. (2021). Exploring the use of rapport in professional information‐gathering contexts by systematically mapping the evidence base. Applied Cognitive Psychology, 35(2), 329-341.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European business review.
Hameed, D., & Waris, I. (2018). Eco labels and eco conscious consumer behavior: The mediating effect of green trust and environmental concern. Hameed, Irfan and Waris, Idrees (2018): Eco Labels and Eco Conscious Consumer Behavior: The Mediating Effect of Green Trust and Environmental Concern. Published in: Journal of Management Sciences, 5(2), 86-105. https://doi.org/10.20547/jms.2014.1805205
Herrmann, F. F., Barbosa-Povoa, A. P., Butturi, M. A., Marinelli, S., & Sellitto, M. A. (2021). Green Supply Chain Management: Conceptual Framework and Models for Analysis. Sustainability, 13(15), 8127.
Husain, T. (2019). An Analysis of Modeling Audit Quality Measurement Based on Decision Support Systems (DSS). measurement, 275, 310-326.
Istichomah, E. (2019). Peran Sikap Pada Pengaruh Kepedulian Lingkungan Dan Motivasi Sosial Terhadap Pembelian Produk Hijau (Doctoral dissertation, Universitas Muhammadiyah Surakarta).
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic management review, 3(1-2), 128-143. https://doi.org/10.1016/j.ism.2015.04.001
Kamalul Ariffin, S., Mohan, T. and Goh, Y.-N. (2018). Influence of consumers’ perceived risk on consumers’ online purchase intention. Journal of Research in Interactive Marketing, Vol. 12 No. 3, pp. 309-327. https://doi.org/10.1108/JRIM-11-2017-0100
Karlsson, C., & Tavassoli, S. (2016). Innovation strategies of firms: What strategies and why?. The Journal of Technology Transfer, 41(6), 1483-1506. https://doi.org/10.1007/s10961-015-9453-4
Kotler, P. & K. L. K. (2011). Manajemen pemasaran jilid 1, edisi Ketiga belas, Terjemahan Bob Sabran. Jakarta: Erlangga.
Kotler, P., & Armstrong, G. (2016). Principles of Marketing, Global Edition, 16th Edition. In Invasive Bladder Cancer.
Kemp, E., Min, K. S., & Joint, E. (2015). Selling hope: the role of affect-laden health care advertising in consumer decision making. Journal of Marketing Theory and Practice, 23(4), 434-454.
Kowalski, M., Lee, Z. W., & Chan, T. K. (2021). Blockchain technology and trust relationships in trade finance. Technological Forecasting and Social Change, 166, 120641.
Krizanova, A., Lazaroiu, G., Gajanova, L., Kliestikova, J., Nadanyiova, M., & Moravcikova, D. (2019). The effectiveness of marketing communication and importance of its evaluation in an online environment. Sustainability, 11(24), 7016. https://doi.org/10.1016/j.foodpol.2014.12.003
Lassoued, R., & Hobbs, J. E. (2015). Consumer confidence in credence attributes: The role of brand trust. Food Policy, 52, 99-107.
Liobikienė, G., & Juknys, R. (2016). The role of values, environmental risk perception, awareness of consequences, and willingness to assume responsibility for environmentally-friendly behaviour: The Lithuanian case. Journal of Cleaner Production, 112, 3413-3422. https://doi.org/10.1016/j.jclepro.2015.10.049
Manstan, T., Chandler, S. L., & McSweeney, M. B. (2021). Consumers' attitudes towards 3D printed foods after a positive experience: An exploratory study. Journal of Sensory Studies, 36(1), e12619. https://doi.org/10.1111/ijfs.14292
Maulana, Y. S., & Alisha, A. (2020). Inovasi Produk dan Pengaruhnya Terhadap Minat Beli Konsumen (Studi Kasus pada Restoran Ichi Bento Cabang Kota Banjar). Inovbiz: Jurnal Inovasi Bisnis, 8(1), 86-91. https://doi.org/10.35314/inovbiz.v8i1.1313
Mulyadi, A., Eka, D., & Nailis, W. (2018). Pengaruh Kepercayaan, Kemudahan, Dan Kualitas Informasi Terhadap Keputusan Pembelian Di Toko Online Lazada. Jurnal Ilmiah Manajemen Bisnis Dan Terapan, 15(2), 87-94.
Meyer, A. (2015). Does education increase pro-environmental behavior? Evidence from Europe. Ecological economics, 116, 108-121. https://doi.org/10.1016/j.ecolecon.2015.04.018
Moser, A. K. (2016). Consumers' purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers. Journal of Retailing and Consumer Services, 31, 389-397. https://doi.org/10.1016/j.jretconser.2016.05.006
Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and applied sciences, 5(2), 127-135.
Mishra, P., & Sharma, P. (2014). Green marketing: Challenges and opportunities for business. BVIMR Management Edge, 7(1).
Nurhayati, T., & Hendar, H. (2019). Personal intrinsic religiosity and product knowledge on halal product purchase intention: Role of halal product awareness. Journal of Islamic Marketing. https://doi.org/10.1108/JIMA-11-2018-0220
Nozari, H., Szmelter-Jarosz, A., & Ghahremani-Nahr, J. (2021). The Ideas of Sustainable and Green Marketing Based on the Internet of Everything—The Case of the Dairy Industry. Future Internet, 13(10), 266.
Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and validation. Journal of Business Research, 80, 236-246. https://doi.org/10.1016/j.jbusres.2017.05.024
Pemayun, C. I. S. D. H., & Suasana, I. G. A. K. G. (2015). Peran Kepercayaan Dalam Memediasi Hubungan Antara Persepsi Nilai Dan Keputusan Pembelian Produk Hijau Herbalife Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 4(12), 250455.
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase intention and purchase behavior online: A cross-cultural approach. Heliyon, 6(6), e04284. https://doi.org/10.1016/j.heliyon.2020.e04284
Pohjolainen, P., Tapio, P., Vinnari, M., Jokinen, P., & Räsänen, P. (2016). Consumer consciousness on meat and the environment—Exploring differences. Appetite, 101, 37-45. https://doi.org/10.1016/j.appet.2016.02.012
Purchase, S., & Volery, T. (2020). Marketing innovation: a systematic review. Journal of Marketing Management, 36(9-10), 763-793. https://doi.org/10.1080/0267257X.2020.1774631
Purwanti, P., Sarwani, S., & Sunarsi, D. (2020). The Effect of Product Innovation and Brand Awareness on Consumer Purchase Decisions At Pt. Unilever Indonesia. Inovasi, 7(1), 24-31. https://doi.org/10.32493/inovasi.v7i1.p24-31.5442
Putra, M. C. S. D., & Ekawati, N. W. (2017). Pengaruh Inovasi Produk, Harga, Citra Merek Dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Sepeda Motor Vespa (Doctoral dissertation, Udayana University).
Raggiotto, F., Mason, M. C., & Moretti, A. (2018). Religiosity, materialism, consumer environmental predisposition. Some insights on vegan purchasing intentions in Italy. International Journal of Consumer Studies, 42(6), 613-626. https://doi.org/10.1111/ijcs.12478
Rosca, E., Arnold, M., & Bendul, J. C. (2017). Business models for sustainable innovation–an empirical analysis of frugal products and services. Journal of Cleaner Production, 162, S133-S145. https://doi.org/10.1016/j.jclepro.2016.02.050
Ricci, E. C., Banterle, A., & Stranieri, S. (2018). Trust to go green: an exploration of consumer intentions for eco-friendly convenience food. Ecological economics, 148, 54-65.
Rana, J., & Paul, J. (2017). Consumer behavior and purchase intention for organic food: A review and research agenda. Journal of Retailing and Consumer Services, 38, 157-165.
Sanchez-Sabate, R., & Sabaté, J. (2019). Consumer attitudes towards environmental concerns of meat consumption: A systematic review. International journal of environmental research and public health, 16(7), 1220. https://www.mdpi.com/1660-4601/16/7/1220
Sari, N. P., & Widowati, R. (2014). Hubungan Antara Kesadaran Merek, Kualitas Persepsian, Kepercayaan Merek dan Minat Beli Produk Hijau. Jurnal Manajemen Bisnis, 5(1), 59-79.
Shelton, D. (2017). Human Rights, Environmental Rights, and the Right to Environment. In Environmental rights (pp. 509-544). Routledge. https://doi.org/10.4324/978131509442
Shim, D., Shin, J., & Kwak, S. Y. (2018). Modelling the consumer decision‐making process to identify key drivers and bottlenecks in the adoption of environmentally friendly products. Business Strategy and the Environment, 27(8), 1409-1421. https://doi.org/10.1002/bse.2192
Snyder, H., Witell, L., Gustafsson, A., Fombelle, P., & Kristensson, P. (2016). Identifying categories of service innovation: A review and synthesis of the literature. Journal of Business Research, 69(7), 2401-2408.https://doi.org/10.1016/j.jbusres.2016.01.009
Spash, C. L., & Aslaksen, I. (2015). Re-establishing an ecological discourse in the policy debate over how to value ecosystems and biodiversity. Journal of environmental management, 159, 245-253. https://doi.org/10.1016/j.jenvman.2015.04.049
Stankevich, A. (2017). Explaining the consumer decision-making process: Critical literature review. Journal of international business research and marketing, 2(6), 7-14. https://doi.org/10.18775/jibrm.1849-8558.2015.26.3001
Strijbos, C., Schluck, M., Bisschop, J., Bui, T., De Jong, I., Van Leeuwen, M., ... & Van Breda, S. G. (2016). Consumer awareness and credibility factors of health claims on innovative meat products in a cross-sectional population study in the Netherlands. Food Quality and Preference, 54, 13-22. https://doi.org/10.1016/j.foodqual.2016.06.014
Suhaily, L., & Darmoyo, S. (2017). Effect Of Product Quality, Perceived Priceand Brand Image On Purchase Decision Mediated By Customer Trust (Study On Japanese Brandelectronic Product). Jurnal Manajemen, 21(2), 179-194. https://doi.org/10.24912/jm.v21i2.230
Tarmidi, D. (2021). The Effect of Product Innovation and Price on Purchasing Decisions on Shopee Users in Bandung in 2021. Turkish Journal of Computer and Mathematics Education (TURCOMAT), 12(4), 747-753. https://doi.org/10.17762/turcomat.v12i4.559
Valero, A., & Van Reenen, J. (2019). The economic impact of universities: Evidence from across the globe. Economics of Education Review, 68, 53-67. https://doi.org/10.1016/j.econedurev.2018.09.001
Varadarajan, R., Jayachandran, S., & Malhotra, N. K. (Eds.). (2018). Innovation and strategy. Emerald Group Publishing.
Wang, Y., & Hazen, B. T. (2016). Consumer product knowledge and intention to purchase remanufactured products. International Journal of Production Economics, 181, 460-469. https://doi.org/10.1016/j.ijpe.2015.08.031
Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179-189. https://doi.org/10.1016/j.ijinfomgt.2015.11.005
Weng, H. H. R., Chen, J. S., & Chen, P. C. (2015). Effects of green innovation on environmental and corporate performance: A stakeholder perspective. Sustainability, 7(5), 4997-5026. https://doi.org/10.3390/su7054997
Wehnert, P., Baccarella, C. V., & Beckmann, M. (2019). In crowdfunding we trust? Investigating crowdfunding success as a signal for enhancing trust in sustainable product features. Technological Forecasting and Social Change, 141, 128-137.
Xie, X., Huo, J., & Zou, H. (2019). Green process innovation, green product innovation, and corporate financial performance: A content analysis method. Journal of business research, 101, 697-706.
Yao, Q., Zeng, S., Sheng, S., & Gong, S. (2021). Green innovation and brand equity: moderating effects of industrial institutions. Asia Pacific Journal of Management, 38(2), 573-602.
Zulfikar, R., & Mayvita, P. A. (2018). The relationship of perceived value, perceived risk, and level of trust towards green products of fast moving consumer goods purchase intention. JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen, 15(2), 85-97. https://doi.org/10.31106/jema.v15i2.838
DOI: http://dx.doi.org/10.22441/jurnal_mix.2022.v12i2.001
Refbacks
- There are currently no refbacks.
MIX: Jurnal Ilmiah Manajemen
Journal URL: http://publikasi.mercubuana.ac.id/index.php/Jurnal_Mix
Journal DOI: 10.22441/jurnal_mix
P-ISSN: 2088-1231
E-ISSN: 2460-5328
Editor's Address:
Magister Management Department, Universitas Mercu Buana.
Tedja Buana Building 4th Floor.
Jl. Menteng Raya No. 29, Jakarta 10340.
The Journal is Indexed and Abstracting by: