Research Article
How Environmental Concern and Awareness Influence Eco-Friendly Purchasing Decisions on Tokopedia Hijau: The Mediating Role of Green Brand Image
@INPROCEEDINGS{10.4108/eai.1-8-2024.2354868, author={Nisrina Hamid and An Najjar M. Tharir and Selvi Diliyanti Rizki and Muhammad Rizaldi Makmur}, title={How Environmental Concern and Awareness Influence Eco-Friendly Purchasing Decisions on Tokopedia Hijau: The Mediating Role of Green Brand Image }, proceedings={Proceedings of the 1st International Conference on Business Economics, Entrepreneurship, and Social Sciences, ICBEESS 2024, 1st August 2024, Gresik, East Java, Indonesia}, publisher={EAI}, proceedings_a={ICBEESS}, year={2026}, month={2}, keywords={environmental awereness environmental awerenes green brand image purchase decision}, doi={10.4108/eai.1-8-2024.2354868} }- Nisrina Hamid
An Najjar M. Tharir
Selvi Diliyanti Rizki
Muhammad Rizaldi Makmur
Year: 2026
How Environmental Concern and Awareness Influence Eco-Friendly Purchasing Decisions on Tokopedia Hijau: The Mediating Role of Green Brand Image
ICBEESS
EAI
DOI: 10.4108/eai.1-8-2024.2354868
Abstract
The purpose of this study is to examine how consumer behaviour towards environmental responsibility and awareness is mediated by green brand image. Respondents completed 180 surveys and sold two items to Eco-Friendly in Daring Diminta with the help of Tokopedia Hijau. The SEM-PLS model was used to analyze the data. The findings demonstrate that customer purchasing decisions are influenced by environmental concerns, such as environmental harm and degradation, and that a green brand image is crucial in reducing the conflict between these variables.
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