Proceedings of the Fourth International Conference on Administrative Science (ICAS 2022)

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The Role of Green Marketing Through Brand Image to Increase Interest to Buy Gen Y in Love Beauty and Planet Products

Authors
Nurul Izzah Choirunnisa1, Nanda Ravenska1, *
1Public Sector Business Administration, Politeknik STIA LAN Bandung, Bandung, Indonesia
*Corresponding author. Email: nanda.ravenska@poltek.stialanbandung.ac.id
Corresponding Author
Nanda Ravenska
Available Online 29 September 2023.
DOI
10.2991/978-2-38476-104-3_22How to use a DOI?
Keywords
Green Marketing; Brand Image; Purchase Intention
Abstract

Environmental sustainability is currently one of the important highlights that must be considered by every company that produces consumer goods, generation Y is a generation with productive age, and generation Y in Bekasi City is quite dominant. This study aims to (1) analyze how the influence of green marketing on buying interest, (2) analyze how the influence of green marketing on brand image, (3) analyze how the influence of brand image on buying interest, (4) analyze how brand image mediates green marketing on buying interest, (5) formulating a green marketing role model through the brand image to increase gen Y buying interest in Love Beauty and Planet products. This study uses Structural Equation Modeling (SEM) analysis, the population in this study is the Y gene community in Bekasi City. Sampling in this study used a purposive sampling technique with 135 respondents. Data collection techniques using a questionnaire. The results show that (1) green marketing has a positive and significant effect of 0.000 on purchase intention, (2) green marketing has a positive and significant effect of 0.000 on brand image, (3) brand image has a positive but not significant effect. Significant with a level of 0.514, (4) brand image is not able to mediate green marketing on buying interest because it has a positive but not significant relationship with a level of 0.528, (5) the final model designed to increase buyer interest and brand image in gen Y society in Bekasi City in Love Beauty and Planet products through green marketing.

Copyright
© 2024 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 Fourth International Conference on Administrative Science (ICAS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 September 2023
ISBN
978-2-38476-104-3
ISSN
2352-5398
DOI
10.2991/978-2-38476-104-3_22How to use a DOI?
Copyright
© 2024 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  - Nurul Izzah Choirunnisa
AU  - Nanda Ravenska
PY  - 2023
DA  - 2023/09/29
TI  - The Role of Green Marketing Through Brand Image to Increase Interest to Buy Gen Y in Love Beauty and Planet Products
BT  - Proceedings of the  Fourth International Conference on Administrative Science (ICAS 2022)
PB  - Atlantis Press
SP  - 200
EP  - 211
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-104-3_22
DO  - 10.2991/978-2-38476-104-3_22
ID  - Choirunnisa2023
ER  -