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

Yuni Putri DEWANTARA; Mulyanto NUGROHO; Abdul HALIK

doi:10.2478/fman-2025-0011

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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

Foundations of Management

Volume 17 (2025): Issue 1 (January 2025)

By: Yuni Putri DEWANTARA , Mulyanto NUGROHO and Abdul HALIK

Open Access

|Dec 2025

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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Articles in this issue

DOI: https://doi.org/10.2478/fman-2025-0011 | Journal eISSN: 2300-5661 | Journal ISSN: 2080-7279

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Language: English

Page range: 157 - 172

Published on: Dec 31, 2025

Published by: Warsaw University of Technology

In partnership with: Paradigm Publishing Services

Publication frequency: 1 issue per year

Keywords:

Environmental Knowledge,

Green Advertising,

Green Perceived Value,

Green Purchase Decision,

Social Influence

Related subjects:

Computer sciences,

Business computing,

Business and economics,

Business management,

Management accounting, financial controlling, cost calculation, investment

© 2025 Yuni Putri DEWANTARA, Mulyanto NUGROHO, Abdul HALIK, published by Warsaw University of Technology
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 17 (2025): Issue 1 (January 2025)