EFFECTS OF GREEN PRODUCT AND GREEN ADVERTISING TOWARD PURCHASE DECISION

Abstract

The present empirical study aims to determine the effects of green products and green advertising on purchasing decision with buying interest as a mediating variable. The sample of the study sonsist of 10 It is a case study investigating the Body Shop’s consumers that also have an account the Instagram social media platfrom.The respondents were chosen using non-probability sampling. The primary data were collected using a questionnaire containing 31 statements in google form format and the data were analyzed using Structural Equation Modeling (SEM). Smart PLS software was used test the variables and the results show a substantial positive effect of green products and green advertising toward purchase decisions for the Body Shop users on Instagram. The study also reveal a significant positive effect of green products and green advertising toward buying interest.

Keywords

• green product
• green advertising
• purchase decision
• buying insterest