Effect of Green Marketing and Corporate Social Responsibility on Purchase Decisions Mediated by Brand Image (Study on Consumers of Avoskin Skincare Products in Denpasar City)



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Submitted Jul 7, 2023
Published Aug 17, 2023
10.24018/ejbmr.2023.8.4.2081

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Environmental pollution is an important issue today that is the responsibility of consumers and business actors. Consumers and business actors are required to be aware and care about the environment. This study aims to explain the effect of green marketing and corporate social responsibility on purchase decision mediated by brand image. The population of this study are consumers of Avoskin skincare products in Denpasar City. The method of determining the sample is non-probability in the form of purposive sampling with a sample size of 180 respondents. The data collection method uses a questionnaire in the form of a Google Form which is distributed via social media. The data analysis technique of this research uses Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The results of this study indicate that green marketing and corporate social responsibility have a positive and significant effect on purchase decision, green marketing and corporate social responsibility have a positive and significant effect on brand image, brand image has a positive effect on purchase decision and brand image is able to partially mediate the effect of green marketing and corporate social responsibility on purchase decision. Based on the results of this research, it is hoped that the results of this research will be able to enrich the development of marketing management knowledge, especially related to consumer behavior, and be able to become a reference for policy makers to further enhance the application of green marketing and CSR in order to build a brand image so as to increase purchase decision for Avoskin skincare products.

Keywords: Brand image CSR green marketing purchase decision

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