Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)

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How Can Brand Image Mediate the Effect of Green Marketing on Purchase Intention in Fast-Food Industry?

Authors
Kirana Salshabila Putri Susilo1, Ita Prihatining Wilujeng1, *
1Faculty of Economics and Business, Universitas Negeri Malang, Malang, Indonesia
*Corresponding author. Email: ita.prihatining.fe@um.ac.id
Corresponding Author
Ita Prihatining Wilujeng
Available Online 16 May 2023.
DOI
10.2991/978-94-6463-178-4_24How to use a DOI?
Keywords
Green Marketing; Purchase Intention; Brand Image; Fast Food Restaurant
Abstract

People are beginning to alter their lifestyles to reduce the use of plastic materials because waste management is still a problem in Indonesia. As a result, green marketing is currently a trend in society and customers are more interested in brands that practice it. This study examines the effect of green marketing on purchase intention with brand image as mediator variable. This research used the quantitative approach with a descriptive and explanatory research design. The study used 157 respondents who are Instagram users that follow Zero Waste Indonesia. The researchers used Partial Least Square (PLS) for analysis method. The results showed that brand image and green marketing have a positive and significant effect on purchase intention. This researcher also proved that green marketing also have a positive effect on brand image. Moreover, this study confirmed that brand image can mediate the relationship between Green Marketing and Purchase Intention.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 May 2023
ISBN
978-94-6463-178-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-178-4_24How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Kirana Salshabila Putri Susilo
AU  - Ita Prihatining Wilujeng
PY  - 2023
DA  - 2023/05/16
TI  - How Can Brand Image Mediate the Effect of Green Marketing on Purchase Intention in Fast-Food Industry?
BT  - Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC 2022)
PB  - Atlantis Press
SP  - 233
EP  - 242
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-178-4_24
DO  - 10.2991/978-94-6463-178-4_24
ID  - Susilo2023
ER  -