Pengaruh Green Marketing Mix dan Green Brand Image Terhadap Willingness To Pay Konsumen Pada Produk Kosmetik Ramah Lingkungan Di Indonesia

Pinkan Oktaviatna, Aflit Nuryulia Praswati

Abstract


Riset ini menelusuri dinamika pengaruh Green Marketing Mix terhadap konstruksi Green Brand Image serta konsekuensinya pada Willingness to Pay konsumen kosmetik eco-oriented di Indonesia. Data primer dihimpun melalui survei daring berskala Likert tujuh poin dari 300 partisipan terpilih secara purposive sampling, sementara analisis dijalankan menggunakan PLS-SEM via SmartPLS 3 untuk menakar validitas, reliabilitas, determinasi koefisien, dan estimasi mediasi jalur struktural. Temuan empiris mengindikasikan bahwa deployment strategi green marketing termasuk produk, price structuring, distribusi, dan promotional tactics secara signifikan mengintensifkan persepsi konsumen terhadap kredibilitas ekologi merek (Green Brand Image), yang kemudian meningkatkan willingness to pay secara langsung maupun melalui mekanisme mediasi persepsi merek. Hasil ini menegaskan bahwa koherensi implementasi bauran pemasaran hijau dan pembentukan brand image yang eco-credible merupakan determinan sentral dalam mendorong orientasi konsumen terhadap premium pricing dan perilaku konsumsi berkelanjutan.

Keywords


Green Brand Image, Green Marketing Mix, Willingness to Pay

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DOI: https://doi.org/10.17509/ijdb.v5i4.95513

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