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"The purpose-driven strategy telah menjadi salah satu keunggulan kompetitif yang digunakan oleh bisnis untuk menarik pasar. Meningkatnya minat terhadap produk yang berkelanjutan dan ramah lingkungan terlihat dalam perilaku konsumen, menunjukkan kesadaran mereka yang semakin meningkat terhadap fenomena terkini. Studi saat ini meneliti pengaruh green marketing awareness, perceived innovation, dan perceived price terhadap niat beli pelanggan dengan mempertimbangkan perceived value dari produk sebagai mediator di industri peralatan rumah tangga. Hipotesis yang diajukan diuji dengan menggunakan pendekatan structural equation modeling (PLS-SEM) terhadap total 282 responden yang dikumpulkan menggunakan teknik purposive sampling dan convenience sampling. Temuan menunjukkan bahwa green marketing awareness dan perceived innovation memiliki hubungan positif dengan niat beli konsumen melalui nilai yang dirasakan. Namun, hasilnya juga menyiratkan bahwa persepsi konsumen tentang harga produk peralatan rumah tangga hijau tidak memiliki hubungan dengan niat beli konsumen. Studi ini menawarkan wawasan praktis bisnis dalam mengembangkan strategi pemasaran hijau sebagai langkah strategis.

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The purpose-driven strategy has become one of the competitive advantages employed by businesses to attract the market. The increasing interest in sustainability and eco-friendly products is perceptible in the behavior of consumers, indicating their growing awareness of recent phenomena. The current study examined the effect of green marketing awareness, perceived innovation, and perceived price towards customer's purchase intention by considering consumers' perceived value of a product as the mediator in the home appliances industry. The proposed hypothesis was tested using the structural equation modelling (PLS-SEM) approach on a total of 282 respondents who were collected using both purposive and convenience sampling techniques. The findings indicated that the green marketing awareness and perceived innovation have a positive relationship with consumers purchase intention through perceived value. However, the result also implies that consumer's perception of green home appliances products' pricing has no relation to consumers purchase intention. This study offers businesses practical insights in developing a green marketing strategy as a strategic move."

"Isu-isu lingkungan mulai meningkat terutama mengenai isu pemanasan global di mana semakin hari bumi semakin terancam akibat dari pemborosan energi yang dilakukan manusia dalam kehidupan sehari-harinya. Philips merupakan perusahaan yang bergerak di bidang elektronik mulai fokus dengan adanya isu pemanasan global ini dan memproduksi produk yang lebih ramah lingkungan dengan tujuan untuk mengurangi peningkatan dari pemanasan global. Produk tersebut adalah lampu hemat energi LED dari Philips yang dipasarkan dengan strategi green marketing. Penelitian ini akan mengukur pengaruh dari green marketing awareness dan perceived innovation pada purchase intention dengan mempertimbangkan mediasi perceived quality, perceived price, perceived risk, dan perceived value pada masyarakat di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling pada 150 responden yang diperoleh secara online. Hasil dari penelitian ini menunjukkan bahwa pengaruh dari green marketing awareness dan perceived innovation berpengaruh signifikan terhadap purchase intention.

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Environmental issues are starting to increase, especially regarding the issue of global warming where the earth is increasingly being threatened as a result of wasting energy by humans in their daily lives. Philips is a company engaged in electronics starting to focus on the issue of global warming and producing products that are more environmentally friendly with the aim of reducing the increase in global warming. This product is an energy saving LED lamp from Philips which is marketed with a green marketing strategy. This study will measure the effects of green marketing awareness and perceived innovation on purchase intention by considering the mediation of perceived quality, perceived price, perceived risk, and perceived value in the community in Jabodetabek. This study uses a quantitative approach with a purposive sampling technique on 150 respondents obtained online. The results of this study indicate that the influence of green marketing awareness and perceived innovation has a significant effect on purchase intention."

"[Kerusakan pada lingkungan memancing kekhawatiran dunia dan menjadi titik tolak munculnya green consumerism yang dimulai dengan kesadaran konsumen akan hak-haknya untuk memperoleh produk yang layak, aman, dan ramah lingkungan. Hal tersebut memicu perusahaan untuk melakukan inovasi terhadap produk yang dihasilkannya dan melakukan pemasaran terhadap produk tersebut dengan menggunakan strategi green marketing. Penelitian ini bertujuan untuk mengetahui pengaruh dari green marketing dan perceived innovation terhadap intensi membeli green product dengan mengangkat lampu LED Panasonic. Dengan adanya perceived factors sebagai variabel mediator antara green marketing dan perceived innovation terhadap intensi membeli, yaitu perceived quality, perceived price, perceived risk, dan perceived value, penelitian ini menemukan bahwa perceived innovation memiliki pengaruh negatif yang signifikan terhadap perceived risk dan perceived risk secara signifikan berpengaruh negatif terhadap intensi membeli green product. Hasil lainnya menunjukkan green marketing awareness memiliki pengaruh negatif terhadap perceived quality, sedangkan perceived innovation memiliki pengaruh positif yang signifikan terhadap perceived quality.

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The damage of environment has provoked the world concern and it has become the turning point of green consumerism appearance, which was begin with the consumer's realization of their rights to get worthy, safe, and environmental- friendly products. It also encouraged company to do an innovation to their product and start using green marketing as their strategy to sell it. The purpose of this research is knowing the impact of green marketing and perceived innovation on purchase intention for green product which is Panasonic LED Lamp. By using perceived factors as mediator variabels between green marketing and perceived innovation on purchase intention for green product, which are perceived quality, perceived price, perceived risk, and perceived value, this research found that perceived innovation has a negative and significant impact on perceived risk and perceived risk significantly has a negative impact on purchase intention for green product. Others result show that green marketing awareness has a negative and significant impact on perceived quality, but perceived innovation significantly has positive impact on perceived quality., The damage of environment has provoked the world concern and it has become the turning point of green consumerism appearance, which was begin with the consumer?s realization of their rights to get worthy, safe, and environmental- friendly products. It also encouraged company to do an innovation to their product and start using green marketing as their strategy to sell it. The purpose of this research is knowing the impact of green marketing and perceived innovation on purchase intention for green product which is Panasonic LED Lamp. By using perceived factors as mediator variabels between green marketing and perceived innovation on purchase intention for green product, which are perceived quality, perceived price, perceived risk, and perceived value, this research found that perceived innovation has a negative and significant impact on perceived risk and perceived risk significantly has a negative impact on purchase intention for green product. Others result show that green marketing awareness has a negative and significant impact on perceived quality, but perceived innovation significantly has positive impact on perceived quality.]"

"Saat ini kepedulian konsumen terhadap lingkungan terus meningkat hampir di seluruh dunia Kepedulian dan kesadaran konsumen terhadap lingkungan ini merupakan konsekuensi dari ancaman kerusakan lingkungan yang menjadikan konsumen terus berperan aktif untuk turut melestarikan lingkungan Kebanyakan konsumen di negara maju juga mempertimbangkan isu perlindungan lingkungan ini sebagai faktor penting dalam keputusan pembelian Peattie 1992 Sikap tersebut menyebabkan terjadinya pertumbuhan drastis pada pasar produk ramah lingkungan green product Berburu Dorfman 2009 Akibatnya tuntutan untuk produk ramah lingkungan green product menjadi tak terelakkan Manget 2009 Green marketing sangat dekat dengan isu isu pelestarian lingkungan Apalagi saat ini mulai banyak konsumen yang sangat peduli terhadap lingkungan Tentunya aspek yang sangat penting untuk diperhatikan dalam green marketing ini selain mengemas dalam bentuk positioning green product ialah kualitas produk itu sendiri Kualitas produk dan inovasinya menentukan sikap konsumen dan dapat menstimuli konsumen untuk melakukan pembelian dan membentuk persepsi positif yang dapat mengutungkan bagi perusahaan dalam meningkatkan penjualan Penelitian ini diharapkan mencapai temuan 1 Apakah green marketing awareness berpengaruh terhadap purchase intention 2 Apakah perceived innovation berpengaruh terhadap purchase intention Untuk itu penelitian ini ditujukan untuk mengetahui pengaruh pengaruh atas dua variabel yaitu green marketing awareness dan perceived innovation terhadap purchase intention Saat ini kepedulian konsumen terhadap lingkungan terus meningkat hampir di seluruh dunia Kepedulian dan kesadaran konsumen terhadap lingkungan ini merupakan konsekuensi dari ancaman kerusakan lingkungan yang menjadikan konsumen terus berperan aktif untuk turut melestarikan lingkungan Kebanyakan konsumen di negara maju juga mempertimbangkan isu perlindungan lingkungan ini sebagai faktor penting dalam keputusan pembelian Peattie 1992 Sikap tersebut menyebabkan terjadinya pertumbuhan drastis pada pasar produk ramah lingkungan green product Berburu Dorfman 2009 Akibatnya tuntutan untuk produk ramah lingkungan green product menjadi tak terelakkan Manget 2009 Green marketing sangat dekat dengan isu isu pelestarian lingkungan Apalagi saat ini mulai banyak konsumen yang sangat peduli terhadap lingkungan Tentunya aspek yang sangat penting untuk diperhatikan dalam green marketing ini selain mengemas dalam bentuk positioning green product ialah kualitas produk itu sendiri Kualitas produk dan inovasinya menentukan sikap konsumen dan dapat menstimuli konsumen untuk melakukan pembelian dan membentuk persepsi positif yang dapat mengutungkan bagi perusahaan dalam meningkatkan penjualan Penelitian ini diharapkan mencapai temuan 1 Apakah green marketing awareness berpengaruh terhadap purchase intention 2 Apakah perceived innovation berpengaruh terhadap purchase intention Untuk itu penelitian ini ditujukan untuk mengetahui pengaruh pengaruh atas dua variabel yaitu green marketing awareness dan perceived innovation terhadap purchase intention.

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The current consumer concerns for the environment continue to increase almost all over the world Concern for the environment and consumer awareness is a consequence of the threat of environmental damage that makes consumers continue actively to contribute to preserving the environment Most consumers in developed countries are also considering the issue of environmental protection is an important factor in purchasing decisions Peattie 1992 Such attitudes lead to a drastic growth in the market of environmentally friendly products green products Hunting Dorfman 2009 As a result the demand for environmentally friendly products green products become inevitable magnets 2009 Green marketing is very close to issues of environmental preservation Moreover today began many consumers are very concerned about the environment Of course a very important aspect to consider in green marketing is in addition to package in the form of green product positioning is the quality of the product itself Product quality and innovation define the attitude of consumers and may stimulate consumers to make purchases and establish positive perceptions that can mengutungkan for the company in increasing sales This study is expected to reach findings 1 Is green marketing awareness influence on purchase intention 2 Does the innovation perceived influence on purchase intention For this study aimed to determine the effects of two variables green marketing awareness and perceived innovation towards purchase intention."

"Industri kosmetik di Indonesia sedang mengalami pertumbuhan yang baik seiring dengan perubahan dan perkembangan gaya hidup. Di samping itu, terdapat beberapa faktor permasalahan, yaitu dari sisi kesehatan (potensi kandungan bahan kimia berbahaya yang dapat mengganggu kesehatan), lingkungan (pencemaran lingkungan akibat proses produksi maupun pembuangan produk), dan kesejahteraan hewan (adanya pengujian pada hewan). Faktor-faktor tersebut mendorong konsumen untuk berperilaku hijau dalam keputusan pembelian mereka. Akibatnya, pengusaha termotivasi untuk menciptakan produk hijau, yaitu green cosmetics. Konsumen yang dapat membeli produk green cosmetics masih sedikit dikarenakan produk yang cenderung mahal. Sulit menghubungkan green consumer dengan hal-hal lain karena setiap konsumen memiliki preferensi selera atribut produk hijau yang berbeda. Untuk itu, peneliti ingin menganalisis lebih lanjut faktor-faktor apa saja yang mempengaruhi repurchase intention konsumen pada produk green cosmetics dengan menggunakan variabel perceived value (functional value, emotional value, social value), health consciousness, environmental awareness, dan ethical concern sebagai variabel mediasi. Desain penelitian untuk pengambilan sample menggunakan cross sectional dengan metode nonprobability sampling. Kriteria responden yang ditentukan, yaitu berusia minimal 17 tahun dan pernah membeli produk green cosmetics. Kuesioner penelitian disebarkan secara online. Data responden sebanyak 206 responden diolah dan dianalisis pada tahap maintest. Smart PLS 3.0 merupakan softwareyang digunakan untuk menganalisis data pada penelitian ini. Hasil menunjukkan bahwa variabel functional value, emotional value, dan environmental awareness berpengaruh positif secara langsung terhadap repurchase intention. Ethical concern sebagai variabel mediasi, secara positif memediasi functional value dan repurchase intention, juga terhadap emotional value dan repurchase intention, serta health consciousness dan repurchase intention. Health consciousness secara langsung tidak berpengaruh positif terhadap repurchase intention. Social value secara langsung maupun tidak langsung (melalui variabel mediasi ethical concern) tidak berpengaruh positif terhadap repurchase intention.

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The cosmetics industry in Indonesia is experiencing good growth in line with changes and developments in lifestyle. In addition, there are several problem factors, from a health perspective (potentially containing hazardous chemicals that can harm health), the environment (environmental contamination due to the production process and product disposal), and animal welfare (testing on animals). These factors encourage consumers to behave green in their purchasing decisions. As a result, entrepreneurs are motivated to create green products, namely green cosmetics. There are only a few consumers who can buy green cosmetic products because the products tend to be expensive. It is difficult to link green consumers with other things because each consumer has different taste preferences for green product attributes. For this reason, researchers want to further analyze what factors that influence consumer repurchase intentions for green cosmetic products by using the variables of perceived value (functional value, emotional value, social value), health awareness, environmental awareness, and ethical concern as mediating variables. The research design for sampling using cross sectional with nonprobability sampling method. The specified criteria for respondents are at least 17 years old and have purchased green cosmetic products. The research questionnaire was distributed online. The data of 206 respondents were processed and analyzed at the main test stage. Smart PLS 3.0 is the software used to analyze the data in this study. The results show that functional value, emotional value, and environmental awareness have a direct positive effect on repurchase intention. Ethical concern as a mediating variable positively mediates functional value and repurchase intention, as well as emotional value and repurchase intention, also health consciousness and repurchase intention. Health consciousness has no direct positive effect on repurchase intention. Social value directly or indirectly (through the mediating variable of ethical issues) does not have a positive effect on repurchase intention."