Examining the Role of Environmental Knowledge and Green Advertising in Shaping Green Purchase Decisions: The Mediating Effect of Green Perceived Value

Putri DEWANTARA, Yuni; NUGROHO, Mulyanto; HALIK, Abdul

doi:10.2478/fman-2025-0011

Abstract

This study investigates the principal determinants influencing green buying decisions in the eco-print industry of micro, small, and medium enterprises (MSMEs) in Gerbangkertosusila area of Indonesia. A descriptive study approach employing a cross-sectional design was utilized to investigate the effects of environmental knowledge, green advertising, green perceived value, and social influence on consumer purchasing behavior. Data were gathered from 96 individuals using a structured questionnaire, employing a snowball sampling method. The findings indicate that environmental knowledge positively influences green perceived value, which subsequently modulates green purchase decisions. Eco-friendly advertising enhances perceived value by highlighting the practical, emotional, and social advantages of sustainable products. Conversely, social influence does not substantially impact the correlation between green perceived value and consumer purchasing behavior. The findings provide actionable recommendations for MSMEs, promoting the incorporation of green marketing tactics to foster environmentally conscious customer behavior. This research improves the comprehension of green marketing and sustainable consumption practices.

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Examining the Role of Environmental Knowledge and Green Advertising in Shaping Green Purchase Decisions: The Mediating Effect of Green Perceived Value

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