Innovating Sustainable Consumption through Green Marketing: The Mediating Role of Green Consumption Values

Abstract

This study explored the impact of green marketing on the purchase behavior of Avoskin eco-friendly beauty products in the city of Surakarta. It examined the role of green consumption values as a mediator in the relationship between green marketing and purchase behavior based on the Stimulus-Organism-Response model. The research was conducted by collecting data from 140 Avoskin consumers via an online questionnaire using purposive sampling. The data were analyzed using the SEM-PLS (Structural Equation Modeling - Partial Least Squares) method. The results indicate that green marketing has a significant positive effect on green consumption values, and green consumption values also have a significant positive effect on purchase decisions. Green marketing has a significant positive effect on purchase decisions indirectly through a mediator. The findings of this study emphasize the importance of green marketing in shaping consumer awareness in the form of green consumption values and encouraging the consumption of environmentally friendly products.