The Effect of Green Marketing Strategy on Consumer Purchase Intention, Mediated by Brand Image and Brand Equity, For Eiger Green Label Products
DOI:
https://doi.org/10.31004/anthor.v5i4.1026Keywords:
Green Marketing Strategy, Purchase Intention, Brand Image, Brand Equity, EIGER Green LabelAbstract
Consumer awareness of environmental issues has encouraged companies to develop green marketing strategies. In the outdoor equipment industry, companies are increasingly expected to offer products that meet functional needs while also reflecting sustainability values. This study aims to analyze the effect of green marketing strategy on purchase intention both directly and indirectly through brand image and brand equity in the context of EIGER Green Label products. A quantitative explanatory design was employed in Sidoarjo Regency. The study involved 160 respondents selected through purposive sampling based on predetermined criteria. Data were collected using a Likert-scale questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that the green marketing strategy has a positive and significant effect on brand image (β = 0.914; p < 0.001) and brand equity (β = 0.857; p < 0.001), but no significant direct effect on purchase intention (β = 0.083; p = 0.343). Brand image does not significantly affect purchase intention and does not mediate the relationship. In contrast, brand equity has a positive and significant effect on purchase intention (β = 0.916; p < 0.001) and significantly mediates the effect of the green marketing strategy on purchase intention (β = 0.785; p < 0.001). These findings indicate that the green marketing strategy influences purchase intention more effectively through brand equity. Therefore, EIGER should strengthen the value, quality, competitive advantages, and differentiation of its Green Label products to enhance consumers’ purchase intentions.
References
Adnyani, N. P. M., & Prianthara, I. B. T. (2024). Purchase intention among Generation Z: Product innovation, green marketing, brand awareness, and brand image. Eduvest-Journal of Universal Studies, 4(6), 4698–4713.
Ahmed, R. R., Streimikiene, D., Qadir, H., Khalid, M., & Soomro, R. H. (2023). Effect of the green marketing mix, green customer value, and attitude on green purchase intention: Evidence from the USA. Environmental Science and Pollution Research, 30(5), 11473–11495.
APJII. (2026). APJII Internet Survey 2026. Retrieved July 12, 2026, from https://survei.apjii.or.id/.
Ashoush, N., & Kortam, W. (2022). The impact of green marketing strategies on consumers’ purchase intention. The Business & Management Review, 13(2), 263–275.
Astuti, K., Batubara, H. M., Rosalina, R., Evanita, S., & Friyatmi, F. (2024). Effect of the Green Marketing Mix on Purchase Intention: The Moderating Role of Environmental Knowledge. Jurnal Apresiasi Ekonomi, 12(1), 238–249.
Aurelien, R., Yerinda, D., Yasinta, K. D., Purwadi, A. R., & Abdullah, M. (2024). EIGER Brand Equity: A Mixed-Methods Study in the Outdoor Industry in Tangerang. Masyrif: Journal of Economics, Business, and Management, 5(2), 35–61.
Barrueta-Pinto, M., Castillo-Ortiz, M. V., & Chávez-Díaz, J. M. (2024). The Contribution of Brand Image to Consumer Behavior: A Systematic Review.
BPS. (2024). Employment Situation in Sidoarjo, August 2025. Retrieved July 12, 2026, from https://sidoarjokab.bps.go.id/id/statistics-table/3/WVc0MGEyMXBkVFUxY25KeE9HdDZkbTQzWkVkb1p6MDkjMw%3D%3D/population-by-age-group-and-gender-in-sidoarjo-regency--2023.html.
BPS. (2025). Population by Age Group and Sex in Sidoarjo Regency, 2023. Retrieved July 12, 2026, from https://sidoarjokab.bps.go.id/id/pressrelease/2025/11/21/55/keadaan-ketenagakerjaan-sidoarjo-agustus-2025.html.
BPS. (2026). Economic Growth in Sidoarjo Regency in 2025. Retrieved July 12, 2026, from https://sidoarjokab.bps.go.id/id/pressrelease/2026/03/06/60/pertumbuhan-ekonomi-kabupaten-sidoarjo-tahun-2025.html.
Brendl, C. M., & Sweldens, S. (2024). Defining the stimulus in stimulus–response interventions: On the need to embrace theory and organism in stimulus–organism–response. *Consumer Psychology Review*, 7(1), 116–120.
Castillo-Villar, F. R., & Murillo, E. (2025). Industrial brand equity: a systematic literature review and directions for future research. Cogent Business & Management, 12(1), 2440623.
Chaudhuri, N., Gupta, G., & Lim, W. M. (2026). A stimulus-organism-response eye-tracking study on how background-foreground images influence image appeal, product perception, and willingness to pay in e-commerce. Journal of Retailing and Consumer Services, 88, 104508.
Chen, H. J., Wang, H. W., & Hung, C. H. (2025). “Feel the Flow, See the Value”: S–O–R Model of Consumer Responses to ESG Advertising. Sustainability, 17(24), 11282.
Cheng, W., & Kim, S. I. (2026). Brand Perception and Purchase Intention of Tea Packaging Design among Generation Z in China: An Empirical SEM Analysis. Archives of Design Research, 39(1), 225–242.
Devina, Y. H., Kastaman, R., & Mardawati, E. (2022). Green marketing strategy enhances the effect of green knowledge on green purchase intention. Advances in Food Science, Sustainable Agriculture and Agroindustrial Engineering, 5(2), 182–192.
Donald, E., & Al Faruq, M. (2025). The Influence of Green Marketing on Purchase Intention for Eco-Friendly Household Products: The Mediating Role of Consumer Rights Awareness. JIM: Journal of Multidisciplinary Sciences, 4(3), 1560–1566.
Duong, C. D. (2023). Applying the stimulus-organism-response theory to investigate determinants of students’ social entrepreneurship: the moderating role of perceived university support. Social Enterprise Journal, 19(2), 167–192.
EIGER. (2023). Sustainability Report. Retrieved July 11, 2026, from https://www.EIGERadventure.com/blog/sustainability-report/files/FINAL-SR-2023.pdf.
EIGER. (2024). 6 EIGER Mountaineering Product Recommendations Suitable for Everyday Use. Retrieved July 11, 2026, from https://www.EIGERadventure.com/blog/rekomendasi-produk-EIGER-mountaineering/.
EIGER. (2024). Sustainability Report. Retrieved July 11, 2026, from https://www.EIGERadventure.com/blog/sustainability-report/files/EIGERindo_SR_2024.pdf.
EIGER. (2024). The EIGER Manyar Store Is Ready to Meet All Your Outdoor Needs! Retrieved July 12, 2026, from https://www.EIGERadventure.com/blog/toko-EIGER-manyar.
EIGER. (2026). A lifetime movement to develop a better future. Retrieved July 11, 2026, from https://www.EIGERadventure.com/blog/sustainability-report/.
EIGER. (2026). EIGER Outdoor Store in East Java. Retrieved July 12, 2026, from https://www.EIGERadventure.com/store-locator/EIGER-jawa-timur.
Erliani, A., & Rinuastuti, B. H. (2025). The Role of Green Product Trust in Mediating the Influence of Eco-Branding and Brand Uniqueness on Green Purchase Intention for KALIMBO Bag Products. Path of Science, 11(1), 2026–2036.
Eyasu, A., Negash, M., & Tilahun, G. (2026). Green marketing practices and green purchase intention: a bibliometric analysis and systematic literature review. Future Business Journal, 12(1), 168.
Firmansyah, F., Purnamasari, P. E., Farida, L., & Prajawati, M. I. (2026). The Role of Green Marketing Effects and Price on Millennial Consumers’ Green Purchase Behavior, Mediated by Green Brand Equity. Indonesian Journal of Business and Entrepreneurship, 12(1).
Garg, V., Bohara, S., & Srivastav, A. (2025). AI-Driven Sustainability Marketing: Transforming Consumers’ Perceptions Toward Eco-Friendly Brands. Discover Sustainability, 6(1), 984.
Globe Scan. (2026). FROM CONCERN TO WELL-BEING: A New Narrative to Engage Consumers in Sustainable Living. Retrieved July 11, 2026, from https://globescan.com/wp-content/uploads/2026/02/GlobeScan_HealthySustainableLiving_February-2026.pdf.
Gunistiyo, G., Rosyalita, D., Ginanjar, F., & Fahreza, M. R. (2025). The Role of Green Marketing in Enhancing Brand Image and Consumer Preferences for Eco-Friendly Products. The Journal of Academic Science, 2(8), 1961–1968.
Ha, L. T., Vo, T. K. N., & Nguyen, P. N. D. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of information and knowledge. Business Ethics, the Environment & Responsibility, 31(4), 904–922.
Hu, H., Wang, C., & Chen, M. (2024). The influence of a regional public brand on consumers’ purchase intention and behavior toward eco-agricultural products: A Chinese national park case. Sustainability, 16(21), 9253.
Hue, T. T., & Huyen, N. T. (2025). What drives green brand equity? Insights from the Delphi method and analytic hierarchy process. Discover Sustainability, 6(1), 932.
Ikhwan, A. F., & Nuh, A. (2024). The Influence of Product Knowledge and Brand Awareness on Purchase Intentions on the Lazada E-Commerce Platform. Interkoneksi: Journal of Computer Science and Digital Business, 2(2), 154–165.
Indiani, N. L. P. (2024). The Mediating Role of Brand Image in the Influence of Digital Marketing and Word of Mouth on Property Purchase Intentions in Bali. International Journal of Environmental, March, 528–544.
Irfan, A., & Bryła, P. (2025). Green marketing strategies for sustainable food and consumer behavior: A systematic literature review and future research agenda. Journal of Cleaner Production, 486, 144597.
Jamal, F. N., Yuniarti, D., Asih, H. M., Jumbri, I. A., & Wibowo, S. F. D. (2025). From Awareness to Action: How Green Marketing Shapes Purchase Intentions for Sustainable Cosmetics. Jurnal Minds: Management of Ideas and Inspiration, 12(1), 419–428.
Jave-Chire, M., Alvarez-Risco, A., & Guevara-Zavaleta, V. (2025). The Footwear Industry’s Journey Through the Green Marketing Mix, Brand Value, and Sustainability. Sustainable Futures, 9, 100561.
Jonathan, D., & Tunjungsari, H. K. (2025). The influence of brand awareness and brand image on purchase intention, mediated by perceived value and brand trust, among users of the HappyFresh e-commerce platform in Jakarta. International Journal of Application on Economics and Business, 3(2), 1112–1125.
Kencebay, B., & Ertugan, A. (2025). Understanding the mediating effect of brand equity on sustainability, omnichannel operations, and phygital experience. Sustainability, 17(5), 1878.
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration (ijec), 11(4), 1–10.
Krisdayanti, K., & Widodo, A. (2022). Green marketing and purchase intention for green products: The role of environmental awareness. Journal of Strategic Management and Business Applications, 5(2), 205–216.
Kumar, A., Mallick, S. S., Hota, S. L., Vasudevan, A., & Şimşek, S. A. (2024). Green marketing strategies: Enhancing brand image and consumer trust in sustainable development. Prabandhan: Indian Journal of Management, 8–27.
Kunecová, J., Bikfalvi, A., & Marques, P. (2024). Sustainability orientation, industrial big data, and product innovation: Evidence from the European manufacturing sector. Computers & Industrial Engineering, 191, 110163.
Liao, Y.-K., Wu, W.-Y., & Pham, T.-T. (2024). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value, and purchase intention. Sustainability, 12(18), 7461.
Liu, X., & Kim, D. (2025). The effect of the green marketing mix on outdoor brand attitude and loyalty: A bifactor structural model approach with outdoor involvement as a moderator. Sustainability, 17(9), 4216.
Liu, X., Kim, T. H., & Lee, M. J. (2025). The impact of green perceived value through green new products on purchase intention: Brand attitudes, brand trust, and digital customer engagement. Sustainability, 17(9), 4106.
Manalu, V. G. (2026). Green Purchase Intention of Generation Z in Indonesia: An Extended Model of the Theory of Planned Behavior. International Journal of Management, Economics, Business, and Accounting, 5(1), 1–13.
Muliawan, N. D. K., & Nurhasanah, N. (2026). The influence of advertising awareness, brand image, and brand awareness on purchase decisions. Scientific Journal of Management and Entrepreneurship (JIMAK), 5(1), 334–350.
Muller, R. A., & Muller, C. (2024). Influence of consumer-based brand equity on the purchase intention of wearable activity tracker brands. Expert Journal of Marketing, 12(1).
Nekmahmud, M., Naz, F., & Fekete-Farkas, M. (2022). Transforming consumers’ intention to purchase green products: The role of social media. Technological Forecasting and Social Change, 176, 121419.
Nguyen, K. M., Dinh, L. T. K., Ngo, T. T., & Phan Thị Thanh, T. (2025). The impact of the 7Ps green marketing mix on customer commitment and willingness to pay a premium price: Evidence from Vietnam. Journal of Promotion Management, 31(1), 1–42.
Nguyen, N. Q., Nguyen, H. L., & Trinh, T. G. (2024). The impact of online and offline experiences on repurchase intention and word-of-mouth for women’s fashion products, with trust as an intermediate factor. Cogent Business & Management, 11(1), 2322780.
Oktaviani, M., Widodo, A., & Rubiyanti, N. (2026). The Influence of Digital Marketing on Generation Z’s Purchase Intention Toward Green Products: The Mediating Roles of Green Brand Trust and Brand Image at The Body Shop in Bandung, Indonesia. Best Journal of Administration and Management, 4(3), 175–192.
Pasaribu, E. M., & Agrippina, Y. R. (2026). The Influence of Environmental Awareness, Green Marketing, and Green Attribute Transparency on Purchase Intention Through Corporate Brand Image: A Case Study of Sensatia Botanicals Consumers in Indonesia. Journal of Entrepreneurship & Business, 7(2), 138–152.
Podsakoff, P. M., MacKenzie, S. B., Lee, J. Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: a critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879.
Pradisti, L., Roosdhani, M. R., Komariyatin, N., & Huda, N. (2024). How social media marketing activities affect purchase intentions and decisions. Journal of Advanced Studies in Management, 1(2), 67–75.
Prakash, N., & Thakur, A. (2026). Navigating pathways toward sustainability: the interplay of consumer values, green brand equity, and green purchase intentions for energy-efficient appliances. Journal of Marketing Theory and Practice, 34(2), 386–401.
PwC. (2025). PwC’s Voice of the Consumer 2025. Retrieved July 11, 2026, from https://www.pwc.com/id/en/consumer-industrial-products-services/voice-of-the-consumer-2025-indonesia.pdf.
Rehman, A., Manzoor, S. R., Ullah, A., Han, H., Ariza-Montes, A., & Gil-Marín, M. (2025). Eco-driven choices: Green marketing orientation intervention toward green purchase intention in the home appliances industry. *Acta Psychologica*, 258, 105125.
Ringle, C. M., Sarstedt, M., Sinkovics, N., & Sinkovics, R. R. (2023). A perspective on using partial least squares structural equation modeling in data articles. Data in Brief, 48, 109074.
Sah, A. K., Hong, Y. M., & Huang, K. C. (2025). Enhancing brand value through circular economy service quality: The mediating roles of customer satisfaction, brand image, and customer loyalty. Sustainability, 17(3), 1332.
Salsabila, A., & Kusuma, C. S. D. (2025). The Influence of Product Quality and Price on Consumer Purchase Intention at PT. VIVO Mobile Communication. Journal of Vocational Applied Research and Studies, 2(1), 1–14.
Sanjiwo, Z. Z., & Sobari, N. (2025). Enhancing Green Purchase Intention Through Corporate Social Responsibility (CSR): The Mediating Role of Perceived Green Value. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 8(3), 11291–11305.
Sekaran, U., & Bougie, R. (2019). Research Methods for Business: A Skill-Building Approach (8th ed.). Wiley.
Singh, J. (2024). The Influence of Brand Equity on Consumer Behavior in Emerging Markets. Journal of e-Science Letters, 5(3), 8–12.
Sugandini, D., Muafi, M., Susilowati, C., Siswanti, Y., & Syafri, W. (2020). Green supply chain management and green marketing strategy on green purchase intention: SME cases. Journal of Industrial Engineering and Management, 13(1), 79–92.
Sugiyono. (2022). Qualitative Research Methods. (5th ed.). Bandung: CV Alfabeta.
Sun, Y., Wu, D., & He, H. (2026). What Is the Impact of Social Media on Consumers’ Green Responses? Considering the Impact of Green Advertising, Online Interpersonal Influence, and Online Celebrity Endorsements. Journal of Theoretical and Applied Electronic Commerce Research, 21(2), 47.
Syamsuar, D., & Witarsyah, D. (2025). The Role of Perceived Value and Risk in Shaping Purchase Intentions in Live-Streaming Commerce: Evidence from Indonesia. Journal of Theoretical and Applied Electronic Commerce Research, 20(4), 298.
Tortosa-Edo, V., Tena, M. M., & Broch, F. M. (2025). Explanatory factors for the purchase of local food in a context of global environmental and economic uncertainty: An application of the stimulus-organism-response model. Cleaner and Responsible Consumption, 16, 100249.
Trigina, L., Aqsa, M., & Nadirah, A. (2025). The Effect of Social Media Content Quality and Personalization on Student Purchase Intention. EFFECT OF SOCIAL MEDIA CONTENT QUALITY AND PERSONALIZATION ON STUDENT PURCHASE INTENTION, 6(1), 449–462.
Tsurayya, N. S., & Ridanasti, E. (2025). The Influence of Green Marketing on Purchase Intention for Green Fashion: A Study on the “Sejauh Mata Memandang” Brand. Indonesian Interdisciplinary Journal of Sharia Economics, 8(1).
Udayanti, I., Hidayat, A. M., Widodo, A., & Rubiyanti, N. (2025). The influence of green marketing on purchase intention mediated by brand image: Corkcicle products. East Asian Journal of Multidisciplinary Research, 4(5).
Van Thuy, N., Anh, N. T. N., & Binh, N. T. X. (2022). Impact of brand equity on consumer purchase decisions: A case study of a mobile retailer in Ho Chi Minh City, Vietnam. Journal of Eastern European and Central Asian Research, 9(2), 229–239.
Vanessa, J., & Ariestya, A. (2024). Green Advertising Effectiveness: Brand Image and Green Trust Among Generations Y and Z. Jurnal Komunikasi Indonesia, 13(2).
Vilochani, S., McAloone, T. C., & Pigosso, D. C. (2025). Bridging the gap: Exploring the effect of sustainable product development practices on product sustainability performance in manufacturing companies. Journal of Environmental Management, 378, 124821.
Widiantari, N. N. R. J., Muna, N., Martini, I. A. O., & Pika, P. A. T. P. (2026). The influence of brand image on purchase intention for iPhone products, with perceived quality and trust as mediating variables. Journal of Information Systems and Business Management, 5(1), 226–238.
Wu, S., Hu, Z., Li, Y., & Yuan, Y. (2024). How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge. *Technology in Society*, 77, 102572.
Yonalia, H., & Bahri, R. S. (2025). The Role of Green Packaging in Increasing Brand Equity and Purchase Intention: A Study on Closeup Toothpaste. American Journal of Economic and Management Business, 4(8), 1316–1328.
Yumna, A. (2025). The Effect of Wuling’s Green Advertising on Purchase Intention, Mediated by Perceived Value and Attitude. Journal of Marketing Management and Consumer Behavior, 4(4).
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12, 644020.
Zuhdi, S., Gendalasari, G., Ningrum, I., Riwoe, F., Mulyana, M., & Nurendah, Y. (2024). The effect of green marketing on purchase intention mediated by brand image. International Journal of Progressive Sciences and Technologies, 45(2), 181–19
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Fika Ardiana, Raya Sulistyowati
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
