Title:
THE EFFECT OF GREEN PRODUCT, GREEN BRAND AND GREEN ADVERTISING ON PURCHASE DECISIONS ON DETERGENT PRODUCTS IN BANDA ACEH CITY

Authors:
Rocky Harisman Saputra, Asmawati, Kurnia Asni, T. Makmur, Munawir, Firdaus and Syarifuddin

Abstract:
The purpose of this study was to determine the effect of green products, green brands and green advertising on purchasing decisions for detergent products in Banda Aceh City. This study uses quantitative research with a sample of 100 respondents who are consumers of detergent products in Banda Aceh City. Data collection techniques using a list of questionnaires and data analysis techniques using Partial Least Square. The results of the research show that: (1) the effect of green products has a negative and significant effect on purchasing decisions; (2) the effect of the green brand has a negative and significant effect on decisions; (3) the effect of green advertising has a positive and significant effect on purchasing decisions; (4) green products cannot act as an intervening variable in the relationship between green brands and purchasing decisions and (5) green advertising cannot act as an intervening variable in the relationship between green brands and purchasing decisions.

Keywords:
Green Product, Green Brand, Green Advertising and Purchase Decision

DOI:
https://doi.org/10.52267/IJASER.2023.4101