The Role of Environmental Knowledge in the Relationship between Green Marketing and Purchase Intention of Eco-Friendly Products of MSMEs

Lina Budiarti; Sudarmiatin Sudarmiatin; Agus Hermawan

doi:10.55927/fjmr.v5i4.27

Authors

Lina Budiarti Universitas Negeri Malang
Sudarmiatin Sudarmiatin Universitas Negeri Malang
Agus Hermawan Universitas Negeri Malang

DOI:

https://doi.org/10.55927/fjmr.v5i4.27

Keywords:

Green Marketing, Environmental Knowledge, Purchase Intention

Abstract

The primary objective of this research is to investigate the impact of green marketing strategies on consumers' purchase intention regarding sustainable household products, with environmental knowledge as a moderating variable. Data were derived from a sample of 122 respondents who are aware of eco-friendly products of MSMEs in Indonesia using an online survey within a quantitative approach. The study employed a purposive sampling technique, where only individuals meeting specific criteria were selected. Partial Least Squares Structural Equation Modeling (PLS-SEM) was utilized to evaluate the collected data. The results show that green marketing has positive impact on purchase intention and environmental knowledge positively moderates relationship between green marketing and purchase intention. The results provide valuable insights for sustainable household products to increase purchase intention through green marketing strategies. Furthermore, this study enriches the theoretical understanding of consumer purchase intention of the sustainable household products by offering green marketing strategies to sustain a competitive advantage within an increasingly saturated market.

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