The Influence of Green Marketing, Green Products, and Green Brand Image on the Purchasing Behavior of Healthy Women Green Product

The Indonesian cosmetic industry is growing significantly, but the growth of the environmental-friendly cosmetic industry is low. Among other reasons, consumers in Indonesia do not purchase green cosmetic products as they are comparatively expensive and not readily available. Given its importance, the study examined the impact of three antecedents (i.e., green marketing, green brand image, and green product) on green purchasing behavior. We also examined the moderating effect of product involvement and green environment on green purchasing behavior. The study documents that green marketing significantly affects green purchasing intention. Although this relationship was significant, we rejected it because its direction was negative, contrary to the positive direction envisaged. However, we found that green brand image and green products positively affect green purchasing behavior. The study also found support for two moderating hypotheses. That is, product involvement significantly moderates green marketing and green purchase intention. Green environment significantly moderates the relationship between (i) green brand image and purchasing behavior, and (ii) green product and green purchasing behavior.