EXPLORING THE RELATIONSHIP BETWEEN GREEN MARKETING, SOCIAL MEDIA MARKETING, AND PURCHASING DECISIONS: THE MEDIATING ROLE OF BRAND IMAGE IN THE LITERATURE CONTEXT

Authors

  • Denny Candra Kirana FEB UNISMA dan Faculty of Economics and Business, Universitas Islam Malang Author
  • Nur Diana Diana FEB UNISMA Author
  • Rahmawati Rahmawati Rahmawati FEB UNISMA Author

Abstract

This study examines the factors influencing the decision to purchase environmentally friendly products. It focuses on two independent variables, Green Marketing and Social Media Marketing, and the mediating variable, Brand Image. The research methodology involves a literature review encompassing articles on factors influencing purchase decisions, green marketing, social media marketing, and brand image. The study’s findings reveal that Green and Social Media Marketing significantly and positively impact purchase decisions. Additionally, green and social media marketing significantly and positively influence brand image. Brand Image significantly and positively affects purchase decisions. Moreover, Brand Image is shown to mediate the impact of both green and social media marketing on purchase decisions.

Keywords: (Green Marketing, Social Media Marketing, Purchasing Decision, Brand Image)

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Published

2024-01-31

Issue

Vol. 2 No. 1 (2023): ECONOMICS, BUSINESS, ENTREPRENEURSHIP & SOCIAL SCIENCES INTERNATIONAL CONFERENCE 2023

Section

General Papers