The Effect of Green Marketing, Green Brand Image on Purchase Intention with Green Trust as a Mediating Variable (Study on Le Minerale Consumers in Sragen)

Eka Tarika Ilham Abidin; Marjam Desma Rahadhini; Erni Widajanti

doi:10.59890/ijels.v4i4.309

Authors

Eka Tarika Ilham Abidin Slamet Riyadi University
Marjam Desma Rahadhini Slamet Riyadi University
Erni Widajanti Slamet Riyadi University

DOI:

https://doi.org/10.59890/ijels.v4i4.309

Keywords:

Green Marketing, Green Brand Image, Green Trust, Purchase Intention, Consumer Behavior, PLS-SEM

Abstract

This research investigates both the direct and indirect relationships between green marketing and green brand image on purchase intention, with green trust acting as an intervening variable. The increasing awareness of environmental sustainability has shifted consumer preferences toward products that are perceived as environmentally responsible. Consequently, companies are required to integrate sustainability into their marketing strategies to maintain competitiveness. A quantitative approach was applied using a survey method. Data were collected from consumers of Le Minerale bottled drinking water in Sragen through structured questionnaires measured on a Likert scale. The sampling method used was purposive sampling, targeting respondents who had prior purchasing experience. A total of 100 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), which is suitable for examining complex relationships and mediation effects.

The results indicate that both green marketing and green brand image significantly influence green trust and purchase intention. In addition, green trust has a strong positive impact on purchase intention. The mediation test confirms that green trust partially mediates the relationship between green marketing and purchase intention, as well as between green brand image and purchase intention.

These findings suggest that consumer trust plays a crucial role in translating environmental marketing efforts into actual purchase intention. Therefore, companies should prioritize consistency, transparency, and credibility in implementing green strategies to strengthen consumer trust and improve market performance.

References

Abdillah, W., & Hartono, J. (2015). Partial Least Square (PLS): An Alternative to Structural Equation Modeling (SEM) in Business Research. Yogyakarta: Andi.

Ajzen, I. (2020). Attitudes, Personality and Behavior (3rd ed.). New York: McGraw-Hill Education.

Alamsyah, D. P., Othman, N. A., & Mohammed, H. A. A. (2020). The awareness of environmentally friendly products: The impact of green marketing on consumer behavior. Management Science Letters, 10(9), 1961–1968.

Anisa, R., Sari, D., & Putri, N. (2023). The effect of green marketing on purchasing decisions of Le Minerale products. Journal of Green Marketing, 5(2), 101–110.

Anugraheni, D. (2022). The effect of green marketing, green brand image, and green trust on green purchase intention of Cleo bottled water products. Journal of Economics and Business, 14(1), 45–57.

Andriyanto, R., & Rodhiah, L. (2023). The effect of green brand image and green trust on purchase intention of environmentally friendly products. Journal of Sustainable Marketing, 11(2), 187–196.

Arisa, N. (2021). The role of green trust in improving purchasing decisions of environmentally friendly products in Indonesia. Journal of Management and Business Innovation, 8(1), 30–40.

Badan Pusat Statistik (BPS) Kabupaten Sragen. (2025). Sragen Regency in Figures 2025. Sragen: BPS of Sragen Regency.

Bagia, I. W., & Mulatsih, D. (2023). The role of green trust in mediating the effect of green perceived value on green purchase intention of Club bottled water products in Malang. Journal of Management and Business Innovation, 9(3), 233–245.

Bagozzi, R. P., Belanche, D., Casaló, L. V., & Flavián, C. (2021). The role of anticipated emotions in purchase intentions. Journal, 38(8), 1301–1317.

Bashir, S., Khwaja, M. G., Turi, J. A., & Toheed, H. (2020). Extension of planned behavior theory to consumer behavior in the green marketing context. Journal of Cleaner Production, 268, 122318.

Chen, Y. S. (2020). Green brand equity and green trust. Journal of Business Ethics, 164(3), 509–525.

Chen, Y. S., & Chang, C. H. (2021). Green trust and green purchase intention: The mediating effects of green perceived quality and green satisfaction. Journal of Business Ethics and Sustainability, 15(2), 70–92.

Chen, Y. S., & Chang, C. H. (2021). Green trust, green perceived risk, and green purchase intentions. Management Decision, 59(5), 1234–1250.

Dangelico, R. M., & Vocalelli, D. (2020). Green marketing: An analysis of definitions, practices, and sustainability issues. Journal of Cleaner Production, 254, 119859.

Dianti, A., & Paramita, E. (2021). The effect of green brand image on green purchase intention with green trust as a mediating variable. Journal of Economics and Business, 9(3), 125–135.

Elkington, J. (2020). Green Swans: The Coming Boom in Regenerative Capitalism. New York: Fast Company Press.

Ferdinand, A. (2020). Management Research Methods (5th ed.). Semarang: Diponegoro University Publishing Agency.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Frontier Group. (2021–2025). Top Brand Index Report for Bottled Drinking Water Category (AMDK). Jakarta: Frontier Consulting Group.

Genoveva, G., & Darmawan, R. (2023). The effect of green marketing on brand trust and purchase decisions among Gen Z consumers of AQUA. Journal of Sustainable Marketing Research, 2(1), 55–68.

Ghozali, I., & Latan, H. (2015). Partial Least Squares: Concepts, Techniques, and Applications Using SmartPLS 3.0 (2nd ed.). Semarang: Diponegoro University Publishing Agency.

Ghozali, I. (2018). Multivariate Analysis Application with IBM SPSS 25 (9th ed.). Semarang: Diponegoro University Publishing Agency.

Ghozali, I. (2021). Structural Equation Modeling: An Alternative Method Using Partial Least Squares (PLS) (5th ed.). Semarang: Diponegoro University Publishing Agency.

Gupta, S., & Ogden, D. T. (2022). To buy or not to buy? A social dilemma perspective on green buying. Journal of Consumer Marketing, 39(1), 1–14.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (8th ed.). United Kingdom: Cengage Learning.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (3rd ed.). Thousand Oaks, CA: Sage Publications.

Lelawati, S. (2024). Implementation of green marketing strategies on consumer purchase intention through green brand image and consumer trust. Journal of Sustainable Business and Management, 7(1), 22–35.

Le Minerale. (2025). Sustainability Report. Jakarta: PT Mayora Indah Tbk.

Lin, Y. H., & Chang, C. H. (2022). Enhancing green purchase intention through green trust. Journal of Retailing and Consumer Services, 65, 102882.

Martínez, P., & Del Bosque, I. R. (2021). CSR and customer loyalty: The roles of trust and customer identification. International Journal of Hospitality Management, 93, 102799.

Melinda, P. (2024). The effect of brand image on trust and purchasing decisions of AQUA products. Journal of Modern Management and Marketing, 6(2), 77–89.

Nazir, M. (2017). Research Methods. Jakarta: Ghalia Indonesia.

Nguyen, T. N., Lobo, A., & Greenland, S. (2020). The influence of green marketing on consumer behavior. Journal of Consumer Behaviour, 19(6), 569–583.

Nygraad, P. (2024). Green branding and consumer perception in the beverage industry. Journal of Environmental Marketing, 6(2), 110–123.

Ottman, J. A. (2021). The New Rules of Green Marketing. New York: Routledge.

Palupi, D., & Putranti, A. (2025). The role of green trust and green brand image in shaping purchase intention of eco-friendly products. Indonesian Journal of Green Marketing Research, 8(1), 15–28.

Paul, J., Modi, A., & Patel, J. (2020). Predicting green product consumption using the theory of planned behavior. Journal of Retailing and Consumer Services, 53, 101–112.

Purbokusumo, A. (2025). The effect of green marketing, green trust, influencers, and perceived value on purchase intention of bottled water products among Gen Z. Journal of Digital Business and Sustainability, 3(1), 50–66.

Rahardjo, S. (2023). Green Marketing: Sustainable Business Strategy. Yogyakarta: Deepublish.

Randi, D., & Nengsih, A. (2023). The effect of green marketing, product quality, and brand image on consumer buying interest in Le Minerale. Journal of Applied Management Research, 5(2), 89–101.

Suherman, A., & Puspaningrum, Y. (2023). The effect of green marketing, green brand image, and green trust on purchasing decisions in Malang. Journal of Management and Business, 12(1), 75–84.

Suki, N. M. (2021). Green products usage: Structural relationships on customer satisfaction and loyalty. International Journal of Sustainable Development & World Ecology, 28(4), 351–364.

Tjiptono, F. (2020). Marketing Strategy (5th ed.). Yogyakarta: Andi Offset.

Top Brand Award. (2021–2025). Top Brand Index for Bottled Drinking Water Category (AMDK). Retrieved from https://www.topbrand-award.com

Umar, H. (2020). Research Methods for Business Thesis and Dissertation. Jakarta: Raja Grafindo Persada.

Wang, S., Wang, J., Li, J., & Zhou, K. (2020). How green marketing influences consumers’ green purchase intentions. Journal of Cleaner Production, 256, 120–142.

Wibowo, H. (2023). The effect of green marketing and green perceived quality on purchase intention through green trust in 100% recycled AQUA products. Journal of Environmental Economics and Green Marketing, 4(3), 97–109.

Yadav, R., & Pathak, G. S. (2021). Determinants of consumers’ green purchase behavior. Journal of Cleaner Production, 284, 124–137.

Yahya, M. (2022). The role of green trust as an intervening variable between green marketing and purchase intention. Journal of Sustainable Business, 3(2), 67–80.

Yoningsih, D., & Hidayat, R. (2023). The effect of green marketing on green trust and its impact on consumer purchase intention of eco-friendly products. Journal of Sustainable Economics and Management, 4(3), 54–66.

Yulia, R., Hidayati, M., & Nurdin, F. (2024). Green brand image and purchase intention of sustainable products: An analysis of Indonesian consumers. Journal of Green Economics and Sustainability, 10(1), 54–66.

Zulhaimi, D., & Nasution, M. (2020). The implementation of green marketing in improving company competitive advantage. Journal of Sustainable Economics and Business, 5(2), 70–80.

Zulkifli, A. (2021). Green Marketing and Environmental Sustainability. Bandung: Alfabeta.