Green marketing mix: An example of its influences on purchasing decision

Abstract

The awareness of consumers about environment has been increasing considerably. The green marketing mix is one of strategies for producers to meet the need of consumers. This study aimed to develop a theoretical structural model representing the influences of green marketing mix on purchasing decision. The conceptual framework was empirically tested using Partial Least Square (PLS) method based on a survey of 42 consumers of mozzarella cheese produced by CV. Brawijaya Dairy Industry (BRADY) in Malang City, Indonesia. Data were collected using questionnaires given to respondents who were taken by purposive sampling. Exogenous latent variables in this study were green product, green price, green place, and green promotion as variables of green marketing mix, meanwhile endogenous latent variable was purchasing decision. The results showed that green product, green price, and green promotion influenced significantly purchasing decision. Green place did not influence significantly on purchasing decisions because the consumers, who were mostly snack producers, did not consider the distance of the marketplace. They usually bought BRADY mozzarella cheese with other ingredients for snack production. They saved more energy by buying BRADY mozzarella cheese at one-stop-shop of ingredients for snack production although it was sold at a little bit far marketplace. The most influential variable of green marketing mix on purchasing decision of BRADY mozzarella cheese was a green product because the ingredients of the product were toxic-free.