The Implementation of Green Marketing and Product Innovation on Purchasing Decisions for Environmentally Friendly Multimedia Products with Government Regulations as Mediation

Novi Andriyansyah; Catur Widayati

doi:10.55927/fjmr.v5i2.11

Authors

Novi Andriyansyah Universitas Mercu Buana
Catur Widayati Universitas Mercu Buana

DOI:

https://doi.org/10.55927/fjmr.v5i2.11

Keywords:

Product Innovation, Green Marketing, Government Regulations, Purchase Decisions, SDGs

Abstract

This study examines the influence of product innovation and green marketing implementation on the decision to purchase environmentally friendly products, with government regulations as a mediating variable, in the context of CV. Suvana Solusi Mandiri, a technology company in Indonesia. The research aims to analyze opportunities and challenges in implementing green marketing, contributing to sustainable business practices aligned with the Sustainable Development Goals (SDGs), particularly SDG 9 (Industry, Innovation, and Infrastructure), SDG 12 (Responsible Consumption and Production), and SDG 13 (Climate Action). Using a quantitative explanatory approach with a mediation model, data were collected via questionnaires from 160 respondents in Jabodetabek, selected through purposive sampling. Analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to test seven hypotheses. Results indicate that product innovation significantly and positively affects purchasing decisions for eco-friendly products (β = 0.289, t = 3.212, p = 0.001) and government regulations (β = 0.473, t = 5.800, p = 0.000). Green marketing implementation also positively influences purchasing decisions (β = 0.221, t = 2.634, p = 0.008) and government regulations (β = 0.414, t = 4.850, p = 0.000).

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