The Effect of Green Marketing on Brand Purchase Intention & Green Consumerism


  • Ratih Pandu Mustikasari UPN Veteran Jawa Timur
  • Dian Hutami Rahmawati Universitas Pembangunan Veteran Jawa Timur



Green marketing, Purchase intention, Green consumerism


Every citizen has the right to the opportunity to improve lifelong education. There are 3 forms of education namely formal education, non-formal education, and informal education. One form of non-formal education is the Center for Community Learning Activities (PKBM). Currently, it is estimated that there are as many as 14,500 registered PKBM. There is a need for a strong brand identity so that PKBM can continue to exist and become an option in society. This research focuses on building brand identity of PKBM as a non-formal educational institution that focuses on approaches in aspects of brand personality and aspects of internal and external relations of the institution. This study used qualitative research methods. The result of this study is that the brand personality built by PKBM Mentari is highlighted from non-formal learning methods with the addition of soft skills outside the classroom. PKBM Mentari is also trying to break the stereotype that PKBM is not a school of choice, by implementing study hours and the national curriculum. Brand personality is also shown from the contribution of learning citizens in community service. In the relationship aspect, PKBM development is based on a personal approach by being present as a solution to the problems of learning residents. The aspect of the relationship in building brand identity is formed from internal or institutional factors between the director and the tutor and external factors between the director, tutor, learning residents and the surrounding community.



Allen, A.CH. Manongko, (2011). "Green Marketing and Its Influence on Purchasing Decisions Through Interest in Buying Organic Products (Study on Customers of Organic Products in Manado City)", Master's Thesis, Brawijaya University, Malang. (Scientific Publication)

Alsmadi, Sami. (2007). Green marketing and concern over the environment: measuring environmental consciousness of Jordanian consumers, Journal of Promotion Management, Vol 13, No.3-4 , 339-361

Babbie, E. (2013). The Practice of Social Research. Wadsworth: Cengage Learning.

Balawera, Asrianto. (2013). Green Marketing and Corporate Responsibility The Impact on Consumer Purchasing Decisions Through Interest in Buying Organic Products at Freshmart Manado City. EMBA Journal, Volume 1, Number 4, p. 2117-2129.

Camino, RJ (2007). Re-evaluating Green Marketing Strategy: A Stakeholder Perspective. European Journal Of Marketing, 41 (11/12): 1328-1358.

Cindya Yunita, C. Y. P. (2020). Marketing Communication Strategy in Building Awareness Environmental Friendly Products in PT. Virtus Venturama: ( Studi Kasus Pada PT.Virtus Venturama). Jurnal Spektrum Komunikasi, 8(2), 149-158.

D'Souza, C., Taghian, M. and Khosla, R. (2007) 'Examination of environmental beliefs and its impact on the influence of price, quality and demographic characteristics with respect to green purchase intention', Journal of Targeting, Measurement and Analysis for Marketing, Vol. 15, No. 2, pp. 69–78.

Dzulkarnain, Santoso, I., Ariqoh, T., & Maulida, N. (2019). Green marketing strategy for local agro-industry development to support creative agro-industry. International Conference on Green Agro-Industry and Bioeconomy. 1-8

Elkington, John (1998), Cannibals With Forks: The Triple Bottom Line in 21st Century Business. Gabriela Island, BC: New Society Publishers

Forum for the Future (Higher Education Partnership for Sustainability). (2003). Reporting for Sustainability -Guidance for Higher Educations Institutions . November 2003. London

Ferdinand, Augusty. 2014. Management Research Methods. BP Diponegoro University, Semarang.

Fishbein, M., & Ajzen, I. (2010). Predicting And Changing Behavior. New York: Taylor & Francis Group.

Grewal, Dhruv and Michael Levy. 2010. Marketing . New York: McGraw-Hill Irwin International Edition.

Hasan, Z., and Ali, NA 2015. The impact of green marketing strategy on the firm's performance in Malaysia. Procedia - Social and Behavioral Sciences, 172: 463-470.

Hawkins, Del I., Morthersbaugh David L., and Roger J. Best. 2007. Consumer Behavior . New York: McGraw-Hill Irwin International Edition.

Johnson, DW, and FP Johnson. 2003. Joining together: Group theory and group skills. 8th ed. Boston, MA: Allynand Bacon

Kates, Robert W, Thomas M. Parris, Anthony A. Leiseroweitz. 2005. What Is Sustainable Development: Goals, Indicators, Values, and Practice . . Downloaded on March 3, 2016

Larasati, J. A., & Susilo, D. (2022). Effect of Attractiveness of Sales Promotion Messages, Endorsement Beauty Influencers on Interest in Buying Rose All Day Instagram Followers. Jurnal Spektrum Komunikasi, 10(2), 121-137.

Ministry of Environment. (2014). Waste Awareness Day 2014: Declaration

Kim, Y., and SM Choi. 2005. Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research 32:592–9.

Kotler, Philip & Kevin Lane Keller. 2009, Marketing Management Edition 13 Volume 1. Erlangga Publisher: Jakarta.

Major, Siddhartha. 2010. An Evaluation of Support Infrastructures for Corporate Responsibility Reporting in Indonesia . Asian Business & Management, 10(3): p:405–424 .

National Geographic Indonesia. (2016). Indonesia's Waste Emergency .

Nurhadi, Z. F., Mujianto, H., & Ayu Safitri, L. (2023). Social Media as a Promotional Media for Garut’s Celebrities During the Covid-19 Pandemic. Jurnal Spektrum Komunikasi, 11(1), 62 - 74.

Ottman, JA, et al., (2006). Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products. Environment Value, 48(5): 22- 36. Heldreff Publication. Lincolnwood.

Ritter, A. M., Borchardt, M., Vaccaro, GLR, Pereira, GM, and Almeida, F. 2015. Motivations for promoting the consumption of green products in an emerging country: Exploring attitudes of Brazilian consumers. Journal of Cleaner Production, 106: 507-520.

Percy, L. (2008). Strategic Integrated Marketing Communication : Theory and practice. Oxford: Elsevier.

Rehman, Shakeel, Ul. (2014). “Usefullness of Green Marketing-Literacy and Purchase Decisions”. IOSR Journal of Business and Management. Volume 16, Issues. 9. Ver.II ,PP 20-27.

Sudana, Putu, Eko Gannis Sukoharsono, Unti Ludigdo, Gugus Irianto. 2014. A Philosophical Thought on Sustainability Accounting. Research Journal of Finance and Accounting , 5(9): h: 1-10.

Sugiyono. (2013). Statistics for research. Bandung: Alphabet.

Sukma Alam. (2020). the Role of Influencer as Persuasive Communication for Covid-19 Prevention. Jurnal Spektrum Komunikasi, 8(2), 136-148.

Tekade, AB, & Sistikar, SS (2015). “Present Green Marketing: Importance and challenges in Customer satisfaction”. International Journal for Administration in Management, Commerce and Economics, (3), pp. 308-312.

Tresnawati, Y. (2021). Cinema XXI Brand Activity Using Instagram Social Media in Pandemic Era. Jurnal Spektrum Komunikasi, 9(1), 105 - 116.

Vaitone, N, V., Skackauskiene, I., & Meneses, GD (2022). Measuring green marketing: scale development and validation. Energies, 17(2): p:1-17.

World Commission on Environment and Development (WCED), 1987, Our Common Future, Oxford University Press, Oxford.




How to Cite

Mustikasari, R. P., & Rahmawati, D. H. . (2023). The Effect of Green Marketing on Brand Purchase Intention & Green Consumerism. Jurnal Spektrum Komunikasi, 11(1), 107–119.