Pengaruh Green Marketing terhadap Green Buying Behavior Melalui Environmental Knowledge: Studi pada Unilever Indonesia

Gilang Alrizki, Citra Kusuma Dewi
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Abstract

In resolving the issues looked by the world and the sustainability of life, including climate change, a shared commitment has been formulated in the form of the Sustainable Development Goals (SDGs). One of the companies in Indonesia contributing to the SDGs is Unilever. Unilever has been focused on launching the Unilever Sustainable Living Plan (USLP) since 2010. The reason for this study is to decide the impact of Green Promotion on Green Purchasing Behavior through Ecological Information on Unilever products in Indonesia. Eco-Labeling, Green Advertising, and Green Branding are the three dimensions used in Ali's previous research (2021) to describe environmentally friendly marketing strategies. Eco-Marking is an external confirmation carried out by an organization, taking actions to preserve the climate, and is also included in the eco-label category. Environmental-friendly promotion intends to urge shoppers to utilize harmless to the ecosystem items fully intent on working on ecological security. In the concept of the green marketing, labeling becomes the core of the advertising system in the contemporary business world. This exploration employs a quantitative strategy through various tests, such as legitimacy tests, dependency tests, model fairness tests, speculation tests with intervention factors, and descriptive tests. Based on the results of the mediation analysis, the environmental knowledge variable doesn't intercede the connection  between the eco-labeling variable and green buying behavior. The environmental knowledge variable completely intercede the connection between the green advertising variable and green buying behavior. The environmental knowledge variable completely intercede the connection between the green branding variable and green buying behavior.
绿色营销通过环境知识对绿色购买行为的影响:印度尼西亚联合利华研究
为了解决世界面临的问题和生命的可持续性,包括气候变化,我们以可持续发展目标(SDGs)的形式做出了共同承诺。联合利华是印度尼西亚为可持续发展目标做出贡献的公司之一。自 2010 年以来,联合利华一直致力于推出 "联合利华可持续生活计划"(USLP)。本研究旨在通过印尼联合利华产品的生态信息,确定绿色促销对绿色购买行为的影响。生态标识、绿色广告和绿色品牌是阿里之前的研究(2021 年)中用来描述环境友好型营销策略的三个维度。生态标志是一个组织采取保护气候行动的外部确认,也属于生态标签的范畴。环境友好型促销旨在促使购物者使用对生态系统无害的物品,充分致力于生态安全。在绿色营销的概念中,标签成为当代商业世界广告系统的核心。本次探索采用定量策略,通过各种检验,如合法性检验、依赖性检验、模型公平性检验、干预因素推测检验和描述性检验。根据中介分析的结果,环境知识变量并没有干预生态标签变量与绿色购买行为之间的联系。环保知识变量完全干预了绿色广告变量与绿色购买行为之间的联系。环保知识变量完全干预了绿色品牌变量与绿色购买行为之间的联系。
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