Genoveva Genoveva, Dian Ridho Samukti


This study aims to determine how much influence green marketing toward consumers’ purchase decision mediated by brand image of Ades mineral water in Jabodetabek. The type of research used in this study is descriptive with a quantitative approach. The variables in this study are green marketing, brand image and purchase decision. The population in this study is consumers who have bought and consumed Ades mineral water. This study uses 268 people as samples selected by non-probability sampling method. This study uses Descriptive and Structural Equation Modeling analysis to analyze data with the help of SPSS and AMOS software. The results of this study indicate that 1) green marketing directly has a significant influence toward brand image of Ades mineral water, 2) green marketing directly has a significant influence toward purchase decision of Ades mineral water, 3) brand image directly has a significant influence toward purchase decision of Ades mineral water, and 4) green marketing indirectly has a significant influence toward purchase decision of Ades mineral water through brand image as a mediating variable.


Green Marketing, Brand Image, Purchase Decision

Full Text:



Aaker, D. A. (2014). Aaker on Branding. Virginia : Morgan James Publishing.

Agustin, R; Srikandi, K & Yulianto, E. (2015). Pengaruh Green Marketing Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian. Jurnal Administrasi Bisnis , 22(2), 1-10.

Alamsyah, D., Othman, N., and Mohammed, H. (2020), The awareness of environmentally friendly products: The impact of green advertising and green brand image, Management Science Letters, 10(9), 1961-1968.

Arikunto, S. (2016). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.

Azimi, G., & Shabani, M. (2016). The effect of green marketing mix on purchase decision-making styles of customers. International Journal of Advanced Biotechnology and Research, 7(2), 797-805.

Bhaduri, G. (2020), Expectations matter: Evaluation of brand’s pro-environmental initiatives based on consumers’ brand schemas and brand familiarity, Journal of Global Fashion Marketing, 11(1), 37-55.

Chairy, Syahrivar, J. & Ida, S. (2019), Does The Green Image Enhance Student Satisfaction? (Evidence from Indonesia). New Educational Review, 57(3), 52-62.

Chalimatuz, Nur, K., & Kusuma, R. (2017). The Effect of Green Marketing Through Corporate Social Responsibility and Brand Image on the Purchase Intention of The Body Shop Customers in Malang. Russian Journal of Agricultural and Socio-Economic Sciences , 212-222.

Choirun, A. (2018). Indonesia Darurat Sampah. Retrieved August 5, 2019, from Kompasiana: indonesia-darurat-sampah.

DetikFood. (2012, April 18). Eco Crushed Bottle, Langkah Kecil Untuk Perubahan. Retrived on October 15th, 2018, from DetikFood:

Dwipamurti, I. G., Mawardi, M. K., & Nuralam, I. P. (2018). The Effect of Green Marketing on Brand Image And Purchase Decision (Study on Consumer of Starbucks Café Ubud, Gianyar Bali). Jurnal Administrasi Bisnis, 63(3), 57-64.

Foster, B. (2016). Impact of Brand Image on Purchasing Decision on Mineral Water Product "Amidis" (Case Study on Bintang Trading Company). American Research Journal of Humanities and Social Sciences, 2(1), 1-11.

Genoveva, G. (2015). Analyzing of Customer Satisfaction and Customer Loyalty Based on Brand Image and Perceived Service Quality. Journal of US-China Public Administration, 12(6), 497-508.

Genoveva, G. (2016). Factor Affecting Consumers’ Green Purchase Behavior (An Empirical Study of Indonesia Pay Plastic Policy). International Journal of Business, Economics and Law, 10(2), 31-36.

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), 400-409.

Genoveva, G & Syahrivar, J. (2020). Green Lifestyle among Indonesian Millennials: A Comparative Study between Asia and Europe. Journal of Environment Accounting and Management, 8(4), 397-413.

Ghozali, I. (2014). Model Persamaan Struktural Konsep dan Aplikasi dengan AMOS 22.0. Semarang: Universitas Diponegoro.

Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 23 (8th ed.). Semarang: Universitas Dipenogoro.

Gregory-Smith, D., Manika, D., and Demirel, P. (2017), Green intentions under the blue flag: Exploring differences in EU consumers’ willingness to pay more for environmentally-friendly products, Business Ethics: A European Review, 26(3), 205-222.

Hair, J. F., Hult, G.T.M., Ringle, C & Sarstedt, M. (2016). A Primer on Partial Least Squares Equation Modelling (PLS-SEM), Sage Publications.

Hasan, Z & Ali, N.A (2015). The Impact of Green Marketing Strategy on the Firm’s Performance in Malaysia. Elsevier: Procedia - Social and Behavioral Sciences, 172, 463-470.

Hung, A.S.S., W.-S., Ho, S.-H., & Sitohang, P. S. (2015). Influence of Green Marketing toward Purchase Intention of Green Products through Attitude: Survey on Indonesian and Taiwanese Students. International Journal of Humanities and Management Sciences, Vol. 3, Issue 4 , 198-202

Istantia, S., Kumadji, S., & Hidayat, K. (2016). Pengaruh Green Marketing Terhadap Citra Merek. Jurnal Administrasi Bisnis, 32(1), 174-182.

Jambeck, J. R., Geyer, R., Wilcox, C., Siegler, T. R., Perryman, M., Andrady, A., et al. (2015). Plastic Waste Inputs From Land Into The Ocean. Journal Science, 347(6223), 768-771.

Joshi, A., Kale, S., Chandel, S., & Pal, D. K. (2015). Likert Scale: Explored and Explained. British Journal of Applied Science & Technology, 7(4), 396-403.

Joshi, Y. (2017), Investigating the Influence of Spirituality, Environmental Concern and Ecological Knowledge on Consumers’ Green Purchase Intention, PURUSHARTHA-A Journal of Management, Ethics and Spirituality, 9(2), 54-61.

Joshi, Y & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. Science Direct: International Strategic Management Review, 3(2), 128-143.

KabarBisnis. (2012, November 7). Konsumsi AMDK tembus 21,78 miliar liter di 2013. Retrived on October 14th, 2019, from Kabar Bisnis: http://www.kabarbisnis. com/read/2834467/konsumsi-amdk-tembus-21-78-miliar-liter-di-2013

Kotler, P., & Armstrong, G. (2016). Principle of Marketing (17th ed.). New Jersey: Pearson Prentice Hall.

Kotler, P., & Keller, K. (2016). Manajemen Pemasaran (15th ed.). Jakarta: Erlangga.

Kumar, P. (2015). Green Marketing Mix : A Review of Literature and Direction for Future Reearch. International Journal of Asian Business and Information Management, 6(3), 39-55.

Kusnandar, D.L & Rinandiyana, L.R. (2017). The Influence of Green Marketing on Purchase Decision with Brand Image as Mediate Variable. Sustanaible Competitive Advantage, 7(7), 87-115.

Liu, P., Teng, M., and Han, C. (2020), How does environmental knowledge translate into pro-environmental behaviors? The mediating role of environmental attitudes and behavioral intentions, Science of the Total Environment, 138126.

Manongko, A. A., & Kambey, J. (2018). The Influence of Green Marketing on Decision Purchasing Organic Products with Interests of Buying as an Intervening Variable at Manado City, Indonesia. International Journal of Scientific Research and Management, 6(5), 403-404.

Mahmoud, T.O (2018). Impact of Green Marketing Mix on Purchase Intention. International Journal of Advanced and Applied Science, 5(2), 127-135.

Mitra Riset. (2015, December). Annual Report Ades 2012. Retrived on October 24th, 2019, from Mitra Riset:

Nguyen, H.V., Nguyen, C.H., & Hoang, T.T.B. (2019). Green Consumption : Closing the Intention-Behavior Gap, Sustainable Development, 27(10), 118-129.

Nguyen, N.T.H & Nguyen, D.T.N (2018). Impact of Green Marketing on Green Brand Image and Equity in Banking Sector, WSEAS Transaction on Business and Economics, 15, 452-460.

Pride, W. M., & Ferrell, O. C. (2005). Marketing: Concenpts and Strategies (8th ed.). Boston: Houghton Mifflin.

Ridwan, M., Fauzi, A., & Bafadhal, A. S. (2018). Pengaruh Green Product, Green Advertising, Dan Green Brand Terhadap Keputusan Pembelian. Jurnal Administrasi Bisnis, 55(1), 81.

Schiffman, L., Kanuk, L. L., & Wisenblit, J. (2014). Consumer Behavior (10th ed.). New Jersey: Prentice Hall.

Sharma, M. & Trivedi, P. (2016 ). Various Green Marketing Variables and Their Effects on Consumers Buying Behaviour for Green Products. IJLTEMAS, V(I), 1-8

Shukla, S. (2019), A study on millennial purchase intention of green products in India: applying extended theory of planned behavior model, Journal of Asia-Pacific Business, 20(4), 322-350.

Sibarani, L. & Genoveva, G. (2019). The Customer Pressure and Organizational Commitment on Environment Performance Mediating Proactive Environmental Strategies. Archives of Business Research, 7(7), 222-232.

Simao, L. & Lisboa, A. (2017). Green Marketing and Green Brand – The Toyota Case. Elsevier: Procedia Manufacturing, 12, 183-194.

Sohail, M.S (2017). Green Marketing Strategi : How Do They Influence Cosumer-Based Brand Equity? Journal Global Business Advancement, 10 (3), 229-243.

Sugiyono. (2017). Metode Penelitian Kualitatif, Kuantitatif, dan R&D. Bandung: Alfabeta.

Sugoto, A.S., Worang, F.G. & Saerang, R. (2017). The Analysis of Green Marketing Strategy and Product Atributs on Purchase Decision of Green Products. Proceeding of ICIEBP (International Conference of Islamic Economics, Business and Philanthropy) 1st, 141-145.

Top Brand Award. (2016). Top Brand Index 2016. Retrived on October 15th, 2019, from Top Brand Award: index_2016_fase_2

Top Brand Award. (2017). Top Brand Index 2017. Retrived on October 15th, 2019, from Top Brand Award: _index_2017_fase_2

Top Brand Award. (2018). Top Brand Index 2018. Retrived on October 15th, 2019, from Top Brand Award: http://ww top_brand _index_2018_fase_2

Top Brand Award. (2019). Top Brand Index 2018. Retrived on October 15th, 2019, from Top Brand Award: http://ww top_brand _index_2019_fase_2

Wang, Y.-H., Chen, S.-T., & Chen, N.-N. (2016). An empirical study of the effect of green marketing on purchase intention - evidence from green restaurant. Advances in Management & Applied Economics, 6(4), 1-14.

Yasmin, A. (2017). Impact of Brand Image on Consumers’ Purchase Decision. International Journal of Research in Social Sciences, 7(10), 627-644.

Yeng, W.F & Yazdanifard, R (2015). Green Marketing: A Study of Consumers' Buying Behavior in Relation to Green Products. Global Journal of Management and Business Research: E-Marketing, 15 (5), 16-23



MIX: Jurnal Ilmiah Manajemen
Journal URL:
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:


Analytics Made Easy - StatCounter
View My Stats