GREEN MARKETING MIX AND PURCHASE INTENTION: THE ROLE OF ENVIRONMENTAL KNOWLEDGE AMONG FMCG CONSUMERS IN GREATER JAKARTA AND SURABAYA

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"Knowledge without observation is nil"

Yang, Malvin (2025) GREEN MARKETING MIX AND PURCHASE INTENTION: THE ROLE OF ENVIRONMENTAL KNOWLEDGE AMONG FMCG CONSUMERS IN GREATER JAKARTA AND SURABAYA. Undergraduate thesis, Institut IPMI.

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Abstract

In recent years, the attitude–behavior gap has emerged as an important phenomenon, where consumers are increasingly aware of environmental issues, yet their ethical mindset does not always translate into actual purchasing behavior toward green products. This gap between environmental awareness and consumer action presents a significant challenge for marketers and policymakers in promoting sustainable consumption. Furthermore, there is insufficient previous empirical works that evaluate this relationship in Indonesian context, although some global studies are in support of this connection. Therefore, this study aims to investigate this phenomenon to understand their Purchase Intention which further can be leveraged to understand consumer needs and integrate it into the Green Marketing Mix. Moreover, the moderation effect of Environmental Knowledge will also be examined to observe whether its effect has a strengthening or weakening effect on the relationship between each of Green Marketing Mix dimensions on Purchase Intention. This study implements a quantitative study under an explanatory design with non- probabilistic purposive sampling method to gather respondents who have been previously screened based on specific criteria, including an adult aged 18 years or older, residents of Greater Jakarta or Surabaya, and have an awareness of Green Product in retail distribution channel. In addition, this research leveraged a Google Form Online Questionnaire and gathered 128 valid respondents. Furthermore, SmartPLS 4 was employed to conduct a SEM-PLS Analysis. Moreover, the findings showed that the four dimensions of Green Marketing Mix have a positive and significant influence on Purchase Intention. However, Environmental Knowledge shows varied connections. While it successfully moderates the influence of Green Price on Purchase Intention, it does not moderate the influence of Green Product, Green Place, and Green Promotion on Purchase Intention. This study has shown certain theoretical implications on the study of sustainable marketing and practical relevance to the FMCG firms that aim to reach environmentally friendly consumers and minimize the attitude-behavior gap in the urban markets of Indonesia. Keywords: Green Marketing Mix, Environmental Knowledge, Purchase Intention, FMCG, SEM-PLS, Greater Jakarta, Surabaya.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dwi Selviyana
Date Deposited: 17 Dec 2025 07:20
Last Modified: 17 Dec 2025 07:20
URI: http://repository.ipmi.ac.id/id/eprint/2908

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