THE INFLUENCE OF GREEN MARKETING ON PURCHASE DECISION WITH BRAND IMAGE AS MEDIATE VARIABLE

Abstract

Concern and awareness of the environment and health, has changed the way of life and
lifestyle of human and business actor. This is shown in the change of business approach
pattern which started to direct the business with the approach of business activity based on
environmental sustainability. Environmental or green marketing is a new focus in business,
a strategic marketing approach in an effort to gain the opportunity to reach a market that
cares about the environment and health. The objectives of this research are to know and to
analyze the effect of green marketing on purchasing decisions with brand image as a
mediation variable. This study used Structural Equation Modeling (SEM). This analysis is
aided by using a computer program AMOS 21.0, SPSS 16.0 and Microsoft Excel 2007.
Sampling technique applies is purposive sampling technique and the sample size is 140
respondents ofconsumers ofTupperware in Tasikmalaya. Based on the results ofhypothesis
testing are known green product, green price, green place, and green promotion has
influence on purchasing decisions. also brand image mediate the relationship of the green
marketing strategy to purchasing decisions.
Keywords: green product, green price, green place, green promotion, brand image,
purchasing decisions