Determinants of Green Purchase Behavior toward Eco-Friendly Detergents: The Role of Green Marketing Communication

Sufiana Noor; Iwan Fahri Cahyadi; Selviana Dwi Anggraeni

doi:10.37729/segmen.v22i2.7954

Sufiana Noor Universitas Islam Negeri Sunan Kudus https://orcid.org/0000-0002-8407-5602
Iwan Fahri Cahyadi Universitas Islam Negeri Sunan Kudus
Selviana Dwi Anggraeni Universitas Islam Negeri Sunan Kudus

DOI: https://doi.org/10.37729/segmen.v22i2.7954

Abstract

This study aims to examine the determinants of green purchase behavior toward eco-friendly detergents by investigating the effects of environmental knowledge, green attitude, and green marketing communication. A quantitative approach was employed using survey data collected from 100 consumers in Kudus Regency, who had purchased eco-friendly detergents. The data were analyzed using PLS-SEM.

The findings indicate that environmental knowledge and green attitude significantly influence green marketing communication. Moreover, green marketing communication and green attitude have significant positive effects on green purchase behavior. However, environmental knowledge does not directly influence green purchase behavior. These results suggest that consumers' purchasing decisions are primarily driven by positive environmental attitudes and effective green marketing communication rather than environmental knowledge alone. The study provides practical implications for marketers to strengthen sustainable marketing strategies by developing credible environmental communication and fostering positive consumer attitudes toward environmentally friendly products

Author Biography

Sufiana Noor, Universitas Islam Negeri Sunan Kudus

Fakultas Ekonomi dan Bisnis Islam

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