GREEN MARKETING STRATEGY: DO CONTENT MARKETING, BRAND PURPOSE, AND E-WOM AFFECT CONSUMER PURCHASE INTENTION?
DOI:
https://doi.org/10.22437/jbsmr.v9i1.50679Keywords:
Content Marketing, green marketing, Green Purchase IntentionAbstract
Marketing strategies for environmentally friendly products focus on creating and promoting products that are responsible toward both the environment and society, while building a loyal customer base that supports the commitment to environmental preservation. As digital technology continues to develop, consumers increasingly seek product information online, read reviews, and engage in discussions on digital platforms before making purchasing decisions. Combining engaging content marketing, emphasizing a meaningful brand purpose, and leveraging the power of e-WOM is predicted to create a significant impact on consumers’ purchase intention toward green products.The objectives of this study are to analyze: (1) the influence of content marketing and brand purpose on e-WOM, (2) the influence of content marketing and brand purpose on purchase intention for green products, (3) the influence of e-WOM on purchase intention for green products, and (4) the influence of content marketing and brand purpose on purchase intention for green products mediated by e-WOM. The research method is descriptive quantitative research using a sample survey. The population consists of green product consumers, with a total sample of 100 respondents. The analysis uses SEM with the PLS3 analytical tool.The results of the study show that content marketing and brand purpose have a significant influence on e-WOM and purchase intention for environmentally products. This research carries urgency considering the importance of providing comprehensive understanding to consumers as agents of change through approaches such as content marketing, brand purpose, and e-WOM in shaping purchase intention, particularly in the context of environmentally friendly products.
Downloads
References
Al-gasawneh, J. A., & Al-adamat, A. M. (2020). The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention. 10, 1701–1708. https://doi.org/10.5267/j.msl.2020.1.010
Al-Gasawneh, J. A., & Al-Adamat, A. M. (2020). The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention. Management Science Letters, 10(8), 1701– 1708. https://doi.org/10.5267/j.msl.2020.1.010
Arli, D., Tan, L. P., Tjiptono, F., & Yang, L. (2018). Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness. International Journal of Consumer Studies, 42(4), 389–401. https://doi.org/10.1111/ijcs.12432
Dash, G., Kiefer, K., & Paul, J. (2021). Marketing-to-Millennials : Marketing 4 . 0 , customer satisfaction and purchase intention. Journal of Business Research, 122(October 2020), 608–620. https://doi.org/10.1016/j.jbusres.2020.10.016
France, C., Gonzalez-Arcos, C. F., O’Rourke, A. M., Spry, A., & Bruce, B. (2024). Brand purpose: a literature review and BEING implementation framework. In Journal of Product and Brand Management. Emerald Publishing. https://doi.org/10.1108/JPBM-08-2023-4663
Frostling-Henningsson, M., Hedbom, M., & Wilandh, L. (2014). Intentions to buy “organic” not manifested in practice. British Food Journal, 116(5), 872–887. https://doi.org/10.1108/BFJ-11-2010-0190
Gonçalves Filho, C., Chinelato, F. B., & Prado, F. V. (2024). The grounded theory approach to brand purpose equity drivers: the practitioner’s perspective. Journal of Marketing Analytics. https://doi.org/10.1057/s41270-023-00277-9
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hasani, V. V., Zeqiri, J., Todorovik, T., Jaziri, D., & Toska, A. (2023). Digital Content Marketing and EWOM: A Mediational Serial Approach. Business Systems Research, 14(2), 24–43. https://doi.org/10.2478/bsrj-2023-0010
Horizons-, B. (2014). Reevaluating green marketing : a strategic approach Re e va lua ting Green Marketing: A Strategic Approach.
Kennis, V., & Octavia, A. (2024). Pengaruh Digital Marketing Terhadap Kepuasan Nasabah Dengan Citra Perusahaan Sebagai Variabel Mediasi Pada Pt Bank Pembangunan Daerah Jambi Kcp Pemayung. Jurnal Manajemen Terapan Dan Keuangan, 13(01), 137–151. https://doi.org/10.22437/jmk.v13i01.26203
Narayanan, S., & Das, J. R. (2022). Can the marketing innovation of purpose branding make brands meaningful and relevant? International Journal of Innovation Science, 14(3–4), 519–536. https://Doi.org/10.1108/IJIS-11-2020-0272
Nguyen, X. H., Nguyen, T. T., Anh Dang, T. H., Dat Ngo, T., Nguyen, T. M., & Anh Vu, T. K. (2024). The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2023.2292797
Nur, D. S., & Octavia, A. (2022). Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian Dengan Kepercayaan Konsumen Sebagai Mediasi Pada Marketplace Shopee Di Kota Jambi. Jurnal Manajemen Terapan Dan Keuangan, 11(2), 387–399. https://doi.org/10.22437/jmk.v11i2.17960
Rachel, F., & Ph, D. (2009). Start With Why How Great Leaders Inspire Everyone to Take Action. 1–18.
Rahim, R. A., Sulaiman, Z., Chin, T. A., Baharun, R., & Muharam, F. M. (2016). Measuring electronic word of mouth review adoption on green purchase intention using source credibility theory. Advanced Science Letters, 22(12), 4283–4287. https://doi.org/10.1166/asl.2016.8129
Romadhany, Y. I., & Hakim, L. (2024). The Effect of Green Marketing on Product Purchasing Decisions with E-Wom as a Mediating Variable. 141–150. https://doi.org/10.37641/jimkes.v12i1.2397
Roza, S., Octavia, A., & Sriayudha, Y. (n.d.). E-Commerce Purchase Intention Model with Consumer Reviews, Trust, and Risk as Predictors of Msmes Culinary Products. https://doi.org/10.31933/dijdbm.v4i1
Roza, S., Octavia, A., & Sriayudha, Y. (2023). The Relationship of Lifestyle and Consumer’s Value : In Perspective for Green Food Consumer Purchasing Behavior. DIJMS, 5(1). https://doi.org/10.31933/dijms.v5i1
Sriayudha, Y., Johannes, J., Octavia, A., & Lubis, T. A. (2025). exploring-the-role-of-consumer-attitudes-in- mediating-the-influence-of-knowledge-values-subjective-norms-and-behavioral-control-on-the-purchase- of-eco-friendly-products_Content File-PDF.Economic Studies, 34(2),163178–178. https://www.ceeol.com/search/article-detail?id=1321138
Sriayudha, Y., Octavia, A., Simatupang, J., & Lubis, T. A. (2024). Empowering housewives through green marketing: Fostering eco-friendly household products for sustainable consumption. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 11(6), 475–492. https://doi.org/10.22437/ppd.v11i6.28614
Yuwanti, D., Sofriana Imaningsih, E., Wibowo, W., & Yuwono, I. (2023). Green Product Quality, Green Brand Image, E-Wom Terhadap Green Customer Loyalty Trust Strategi Marketing. Jurnal Impresi Indonesia, 2(9), 871–883. https://doi.org/10.58344/jii.v2i9.3545
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Yayuk Sriayudha, Ade Octavia, Heriberta, Suswita Roza
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License.
.png)
