BRAND IMAGE AS A MEDIATOR IN THE RELATIONSHIP BETWEEN GREEN MARKETING AND PURCHASE DECISION AT IKEA COMPANY
Keywords:
Green marketing, brand image, purchasing decisions, IKEAAbstract
This study aimed to examine the influence of green marketing on consumer purchase decisions, focusing on the role of brand image as a mediating variable in that relationship. With increasing public awareness of environmental issues, understanding how green marketing strategies affected consumer behavior became essential particularly for multinational companies like IKEA, which implemented various sustainability practices. The main problem addressed in this research was the extent to which green marketing influenced purchasing decisions and how brand image served as a mediator that strengthened this effect. Although previous studies had often investigated green marketing and brand image separately, the interaction between the two variables in the context of a global company had not been widely explored. This research employed a quantitative approach using a survey method. Questionnaires were distributed to 80 respondents, specifically IKEA consumers in Indonesia. The data collected were analyzed using SPSS software, applying several statistical tests, including reliability testing, validity testing, multiple linear regression, and mediation analysis. The findings indicated that green marketing had a significant impact on consumers' purchase decisions. Moreover, brand image was proven to mediate the relationship between green marketing and purchase decisions, reinforcing the positive effect of green marketing strategies on consumer behavior. In conclusion, green marketing was found to be effective in capturing consumer attention and interest, especially when supported by a strong and positive brand image. The results of this study suggested that companies needed to align their green marketing efforts with brand image development in order to enhance customer loyalty and influence purchasing decisions. Ultimately, the study highlighted that a favorable brand image amplified the positive impact of green marketing on consumer behavior in environmentally conscious markets.References
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