Marketing Stimulus and its Impact on Green Product Purchase Intention of Customer: with the Mediating Role of Customer Attitude
Keywords:
Marketing stimulus, customer attitude, purchase intention
Abstract
The main aim of this study is to investigate the impact of marketing stimulus on customer intention to purchase green products and customer attitude, as well as to examine the mediating role of customer attitude between marketing stimulus and green product purchase intention. A survey was used to gather information from the residence of ampara district, total of 350 questionnaires were issued and 310 responses were received . The proposed model was tested using structural equation modeling, and confirmatory factor analysis was used to assess the reliability and validity. The main finding of this study is that the marketing stimulus influences consumer intention to buy green products and customer attitude positively, while customer attitude fully mediate the relationship between marketing stimulus and green product purchase intention among respondents.
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2. Awan. U., (2011). Green Marketing: Marketing Strategies for the Swedish Energy Companies. International Journal of Industrial Marketing, 1(2), 1-19
3. Azzadina. I, Huda. A.N., & Sianipar. C.P.M., (2012). Understanding Relationship between Personality Types, Marketing-mix Factors, and Purchasing Decisions. Procedia-Social and Behavioral Sciences 65, 352–357. https://www.sciencedirect.com/science/article/pii/S187704281205118X
4. Schiffman. L., & Kanuk. L., (2010). Consumer Behavior, 10th Edition. Pearson Education.
5. Cronin. J.J., Smith. J.S., Gleim. M.R., Ramirez. E. & Martinez. J.D., (2011). Green Marketing Strategies: An Examination of Stakeholders and the Opportunities they present. Journal of Academy of Marketing Science, 39 (1), 158-174.
6. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. ttp://dx.doi.org/10.2307/3151312 Hair, J. F., Tatham, R. L.,Anderson R. E & Black. W., (1998). Multivariate Data Analysis, 5th edition. London: Prentice Hall International.
7. Juhora J. J., (2020). Significance Of Extended Marketing Mix On Purchasing Via E-Commerce. international journal of scientific & technology research. 9(02). 4079 – 4083
8. Kline, R. B. (2010), Principles and Practice of Structural Equation Modeling. The Guilford Press.
9. Kotler.P, & Armstrong.G., (2018) Principles of Marketing, New Jersey: Pearson Prentince Hall
10. Laura. E., Susi. E., & Dina. P., 2018). The Effect of Marketing Mix Satisfaction on Purchase intentions of GM Brand Helm on Students of State University of Padang. Advances in Economics, Business and Management Research, 64, 743- 749
11. Ola Owomoyela, S. K., Olasunkanmi, S. &, Oyeniyi, K. O. (2013). Investigating the Impact of Marketing Mix Elements on Consumer Loyalty: An Empirical Study on Nigerian Breweries PLC. Interdisciplinary Journal of Contemporary Research in Business, 4(11), 485 - 496
12. Panjaitan. E, Sinulingga. S., & Wibowo. RP., (2019). The effect of marketing mix on consumer purchase decision on bright gas product in Medan (study in PT Pertamina (Persero) marketing operation region I). International Journal of Research and Review, 6(10), 205- 212
13. Qausar E. P., Zeplin J. H. T., Rismawati Br S., & Sanju K. S., (2020). The Impact of Marketing Mix on the Consumer Purchase Decision in the Surabaya - Indonesia Hotel Residence. SHS Web of Conferences 76, 1-https://doi.org/10.1051/shsconf/20207601038
14. Ragohaman. N, & Vasantha. S., (2017). Influence of Market Stimuli on the Consumer Purchase Decision of Steel. Journal of Advanced Research in Dynamical and Control Systems, 9 (14), 2173 – 2181
15. Ramayah, T., Lee, W.J. & Mohamad, O. (2010). Green Product Purchase Intention: Some Insights from a Developing Country. Resources, Conservation and Recycling, 54(12), 1419-1427. doi:10.1016/j.resconrec.2010.06.007
16. Reni. D. K., Teddy. O., Rooswhan. B. U., & Vikas. K., (2014). The Influence of 7P’s of Marketing Mix on Buying Intention of Music Product in Indonesia. Procedia Engineering 97 (2014) 1765 – 1771. doi: 10.1016/j.proeng.2014.12.328
17. Singh ., (2012). Marketing Mix of 4P‘S for Competitive Advantage. Journal of Business and Management. 3(6), 40-45.
18. Sunardi, Jabal T. I., & Anas. T., (2016). Analysis The Effect Of Marketing Mix In Purchasing Decision Of Growing Up Milk (Gum) On Three Socio-Economic Classes In Malang. Agricultural Socio-Economics Journal, Volume XVI, 87-96.
19. Thoria. O. M., Siddig. B. I.,Abdel. H. A., & Abbas. B., 2017). The Influence of Green Marketing Mix on Purchase Intention: The Mediation Role of Environmental Knowledge. International Journal of Scientific & Engineering Research, 8(9), 1040 – 1048
20. Thoria. O. M., (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2), 127-135. https://doi.org/10.21833/ijaas.2018.02.020
21. Wongleedee. K., (2015). Marketing Mix and Purchasing Behavior for Community Products at Traditional Markets. Procedia-Social and Behavioral Sciences 197, 2080–2085. https://translateyar.ir/wpcontent/uploads/2018/12/10.1016_j.sbspro.2015.07.323.pdf
22. Yaty Sulaiman, Maha Mohammed Yusr & Khairull Anuar Ismail (2017). The Influence of Marketing Mix and Perceived Risk Factors on Online Purchase Intentions. International Journal of Research in Business Studies and Management, 4(9), 30-40
Published
2021-05-05
How to Cite
Ali, M. S. I., & Siraji, M. (2021). Marketing Stimulus and its Impact on Green Product Purchase Intention of Customer: with the Mediating Role of Customer Attitude . International Journal on Economics, Finance and Sustainable Development, 3(5), 36-46. https://doi.org/10.31149/ijefsd.v3i5.1854
Section
Articles
Copyright (c) 2021 M. S. Ishar Ali
This work is licensed under a Creative Commons Attribution 4.0 International License.
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