The Influence of Green Products on Green Repurchase Intention Through Green Advertising
DOI:
https://doi.org/10.54066/ijmre-itb.v2i4.2222Keywords:
Green Products, Green Advertising, Green Repurchase IntentionAbstract
Starbucks as a coffee shop retail company implements green products by launching several initiatives to reduce the environmental impact by using tumblrs and straws made of paper as well as carrying out green advertising.to increase public awareness of caring for environmental sustainability. This research aims to analyze the influence of green products on green repurchase intention through green advertising. The number of samples used was 100 people. The research method used is quantitative. The data analysis techniques used in this research are Validity Test, Reliability Test, Classical Assumption Test, Path Analysis, Sobel Test and VAF Test. From the research results it can be seen that green products have a positive and significant effect on repurchase intention, green products have a positive and significant effect on green advertising, green advertising has a positive and significant effect on repurchase intention and green advertising is able to mediate the influence of green products on repurchase intention. The results of this research can contribute to Starbucks Badung Regency by providing environmentally friendly information or logos on each product offered to consumers. In making advertisements, always add environmentally friendly elements, offering environmentally friendly products of good quality.
References
Adnyana, IBRK, & Santika, IW (2021). The Mediating Role of Brand Image on the Influence of Green Marketing on Brand Loyalty (Case Study of Starbucks Customers in Denpasar City) (Doctoral dissertation, Udayana University).
Alamsyah, D., Othman, N., & Mohammed, H. (2020). The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters, 10(9), 1961-1968.
BPS. (2021). 2020 Population Census Results. Central Statistics Agency
Chen, TB, & Chai, L.T. (2010). Attitde towards environment and green products: Consumers perspective. Management Science and Engineering, 4(2), 27-39.
Creswell, J. (2022, August 2). Starbucks Reports Record Revenue, Driven Mostly by Gen Z's Love of Iced Drinks. The New York Times. Retrieved January 29, 2023, from https://www.nytimes.com/2022/08/02/business/starbucks-quarterly- earnings.html.
Dai, J., & Sheng, G. (2022). Advertising strategies and sustainable development: The effects of green advertising appeals and subjective busyness on green purchase intention. Business Strategy and the Environment, 31(7), 3421-3436.
Falkner, L. (2020). An Exploratory Study of Generational Coffee Preferences (thesis). Honors College Theses, Murray.
Gautam, V., & Sharma, V. (2017). The Mediating Role of Customer Relationship on the Social Media Marketing and Purchase Intention Relationship with Special Reference to Luxury Fashion Brands. Journal of Promotion Management, 23(6), 872–888.https://doi.org/10.1080/10496491.2017.1323262
Handoko, H., & Arifin, A. (2021). The Influence of Green Products on Consumer Repurchase Interest Through Green Advertising. Journal of Management, Organizations and Business (JMOB), 1(4), 574-582.
Hidayah, SN (2023). The Role of Brand Image in Mediating the Influence of Green Products and Social Media on Starbucks Coffee Repurchase Intention in Semarang City. (Doctoral dissertation, Sultan Agung Islamic University).
Jaiswal, D., and Kant, R. (2018). Green Purchasing Behavior: A Conceptual Framework and Empirical Investigation of Indian Consumers. Journal of Retailing and Consumer Services, 41, 60–69.
Kumparan.com (2023). Gen Z prefers to buy food rather than cook, fast food is a favorite. Accessed on February 5, 2024 from https://kumparan.com/millennial/populix-gen-z-paling-suka-beli-makanan-daripada-masak-fast-food-jadi-favorit-20Vh5XrFNig/full
Luo, B., Sun, Y., Shen, J., & Xia, L. (2020). How does green advertising skepticism on social media affect consumer intention to purchase green products. Journal of Consumer Behavior, 19(4), 371-381.
Manongko, & Dr. Allen. (2018). Green Marketing (A Marketing Mix Perspective & Theory of Planned Behavior).
Mohammed, A.B. (2018). Selling smartphones to generation z: understanding factors influencing the purchasing intention of smart phones. International Journal of Applied Engineering Research,13(6), 3220–3227
Pancić, M., Serdarušić, H., & Ćućić, D. (2023). Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness. Sustainability, 15(16), 12534.
Putra, DR, & Prasetyawati, YR (2021). The influence of green products on consumer repurchase interest through green advertising (Study of Starbucks Consumers). Journal of Marketing Management, 15(2), 69-74.
Qibtiyah, Devira, Ratih Hurruyati, and Heny Hendrayati. 2021. “The Influence of Discounts on Repurchase Intention.” Advances in Economics, Business, and Management Research 187 (5): 385–89.
Romdhoni, M., Hasiholan, LB, & Amboningtyas, D. (2020). An awareness and analysis of consumer perception of application of green marketing Starbucks (Case study at Starbucks in Java Mall Semarang). Journal of Management, 6(1).
Salam, A., & Sukiman, S. (2021). The Influence of Green Marketing and Brand Awareness on Consumer Purchasing Decisions for Aqua Brand Products. Journal of Management Science, 11(1), 69.https://doi.org/10.32502/jimn.v11i1.3427
Setyabudi, AW & Adialita, T. 2020. The Influence of Green Product Knowledge, Green Trust and Perceived Price on Green Purchase Intention of Aqua Brand AMDK Consumers with 100% Recycled Bottles. Journal of Business Administration, 16(2): 174 – 184.
Starbucks. (2020, June 22). Greener Cups and Packaging. Retrieved from: Retrieved from starbucks. com: https://www.starbucks.com/responsibility/environment/recycling
Sudita, NCPCR, & Ekawati, NW (2018). The Influence of Green Perceived Value on Green Repurchase Intention Mediated by Green Trust. Udayana University Management E-Journal, 7(11), 5846.
Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products? Business Strategy and the Environment, 30(1), 694-704.
Wu, H. C., Cheng, C. C., & Ai, C. H. (2019). What drives green experiential loyalty towards green restaurants? Tourism Review.https://doi.org/10.1108/TR-02-2019-0079
Zhu, Bing. The Impact of Green Advertising on Customers Purchase Intention Of Green Products. World Review Of Business Research. 3(3), pp:72-80
