THE INFLUENCE OF GREEN MARKETING, GREEN PRODUCT AND GREEN BRAND IMAGE ON PURCHASE DECISION OF CLEO BRAND BOTTLED DRINKING WATER
Abstract
This study examines the influence of Green Marketing, Green Product, and Green Brand Image on the Purchase Decision of Cleo brand bottled drinking water in West Jakarta. The issue is important because bottled drinking water consumption continues to grow while plastic packaging remains closely associated with environmental concerns. Cleo has introduced environmental initiatives through recycled polyethylene terephthalate (r-PET) packaging and sustainability-oriented communication, yet its Top Brand Index position remains below several major competitors. The study is grounded in consumer behavior and the Theory of Planned Behavior, which explain that purchase decisions are shaped by consumer evaluation, attitudes, perceived value, and responses toward market offerings. This research used a quantitative causal design involving 150 respondents who had purchased Cleo bottled drinking water, were at least 18 years old, and lived in West Jakarta. The sample was selected through non-probability sampling with a purposive sampling technique. Data were collected using an online questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that Green Marketing, Green Product, and Green Brand Image have positive and significant effects on Purchase Decision. Green Marketing has the strongest effect among the three predictors, followed by Green Product and Green Brand Image. These findings indicate that Cleo should strengthen clear environmental communication, visible eco-label information, and a more consistent sustainability-based brand image to improve consumer purchase decisions.
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