Environmental Concern as a Moderating Variable on the Influence of Green Products and Green Advertising on Purchase Intention of Bottled Drinking Water Products

Sabrina Firda Amelia; Moch Rizal

doi:10.55927/fjmr.v5i7.122

Authors

Sabrina Firda Amelia Muhammadiyah University of Technology Jakarta
Moch Rizal Muhammadiyah University of Technology Jakarta

DOI:

https://doi.org/10.55927/fjmr.v5i7.122

Keywords:

Green Product, Green Advertising, Purchase Intention, Environmental Concern

Abstract

The bottled drinking water (AMDK) sector in Indonesia faces growing environmental challenges, particularly the continuous accumulation of plastic waste, prompting industry players to adopt environmentally oriented marketing approaches. This study aims to examine the influence of green products and green advertising on consumer purchase intention for AMDK products, as well as to investigate the role of environmental concern as a moderating variable. Using a quantitative approach, data were collected from 279 respondents selected through non-probability purposive sampling and analysed using PLS-SEM. The findings reveal that green products do not significantly affect purchase intention, while green advertising demonstrates a significant positive effect. Environmental concern was not proven to moderate either relationship, suggesting that effective green advertising communication is more decisive in driving consumer purchase intention than eco-friendly product attributes alone.

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