Asian Journal for Public Opinion Research

Center for Asian Public Opinion Research & Collaboration Initiative (충남대학교 아시아여론조사학회)
권호 표지
DOI QR코드

DOI QR Code

Purchase Intention of Green Products Following an Environmentally Friendly Marketing Campaign: Results of a Survey of Instagram Followers of InnisfreeIndonesia

  • Received : 2019.11.29
  • Accepted : 2020.05.27
  • Published : 2020.05.31
Download PDF
⟨ Previous Next ⟩

Abstract

In Indonesia, concern about environmental protection is increasing. Thus, companies not only adjust their products but also create promotion strategies with environmentally friendly messages, called green marketing. This study identifies the effect of green marketing on purchase intentions. A quantitative method with an explanatory design was conducted. Data was gathered online. In this study, the population was @InnisfreeIndonesia Instagram followers. Thus, a direct message with the survey invitation was sent to randomly selected Instagram followers. Additional followers were invited daily for about a month until 100 responses were collected. The majority of respondents were Indonesian females, age 21-25. The results show that green products partially influence purchase intentions. Once consumers consider environmental friendly issues before buying a skin care product, they may identify whether the product is toxic-free, environmentally friendly, and holds a certification that identifies it as such. Thus, potential consumers tend to seek information to set expectations about the product they want to buy, prioritize them over other products, and to refer the product to others.

Keywords

References

  1. Boztepe, A. (2012). Green marketing and its impact on consumer buying behavior. European Journal of Economic & Political Studies, 5(1). https://pdfs.semanticscholar.org/cfa6/1e98d7e1fe74ddedd579949a2b226f985a2f.pdf
  2. Brannan, K. (2019). What generation comes after millennials? Meet Gen Z. Kasasa. https://www.kasasa.com/articles/generations/who-are-gen-z
  3. Chan, R. Y. K. (2001). Determinants of Chinese consumers’ green purchase behavior. Psychology & Marketing, 18(4), 389-413. http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.465.3049&rep=rep1&type=pdf https://doi.org/10.1002/mar.1013
  4. Chen, Y., & Chang, C. (2012). Enhance green purchase intentions. Management Decision, 50(3), 502-520. https://doi.org/10.1108/00251741211216250
  5. Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect, 2014(1), 5. https://doi.org/10.5339/connect.2014.5
  6. Dwi, R., Srikandi, A., & Yulianto, K. E. (2015). Pengaruh Green Marketing Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Non-Member Tupperware Di Kota Malang) [The influence of green marketing on purchase intention and purchase decision: Survey to consumer - non-member]. Jurnal Administrasi Bisnis (JAB), 22(2), 1-10. http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/viewFile/892/1075
  7. Fajriana, M. (2018). Cara Seru Generasi Milenial Peduli dengan Lingkungan [Fun way for millenials to be enrivonmentally aware]. https://www.liputan6.com/fashion-beauty/read/3543477/cara-serugenerasi-milenial-peduli-dengan-lingkungan
  8. Ferdinand. (2002). Metode Penelitian Manajemen : Pedoman penelitian untuk Skripsi, Tesis, dan Desertasi Ilmu Manajemen [Management research method: Research guidance for bachelor thesis] [Master's thesis, Dissertasi in Management Science Universitas Diponegoro].
  9. FuiYeng, W., & Yazdanifard, R. (2015). Green marketing: A study of consumers' buying behaviour in relation to green product. Global Journal of Management and Business Research: E Marketing, 15(5), 17-23. https://journalofbusiness.org/index.php/GJMBR/article/view/1702
  10. Govender, J. P., & Govender, T. L. (2016). The influence of green marketing on consumer purchase behavior. Environmental Economics, 7(2), 77-85. https://doi.org/10.21511/ee.07(2).2016.8
  11. Haryadi, R. (2009). Pengaruh Strategi Green Marketing Terhadap Pilihan Konsumen Melalui Pendekatan Marketing Mix (Studi Kasus pada The Body Shop Jakarta) [The influence of green marketing strategy on consumer choice through marketing mix approach: Case study of The Body Shop] (ID Code 18360) [Master's thesis, Universitas Diponegoro]. http://eprints.undip.ac.id/18360/
  12. Hashem, T., & Al-Rifai, N. A. (2011). The influence of applying green marketing mix by chemical industries companies in three Arab States in West Asia on consumer's mental image. International Journal of Business and Social Science, 2(3), 92-101. https://www.researchgate.net/profile/Tareq_Hashem/publication/272495255_The_influence_of_applying_green_marketing_mix_by_chemical_industries_companies_in_three_Arab_States_in_West_Asia_on_consumer's_mental_image/links/560c62d608aea68653d3683d/The-influenc
  13. Innisfree. (2018). About Us - Brand Story - Eco-Handkerchief l innisfree. http://www.innisfree.com/id/id/BrandPage.do?pageName=brand_eco
  14. @InnisfreeIndonesia. (2018a, June 3). Introducing 2018 #EcoHankie #PlayGreen limited edition! [Instagram post]. Instagram. https://www.instagram.com/p/BjjcSH_j586/
  15. @InnisfreeIndonesia. (2018b, June 4). Hi penggila green tea, mana suaranya? [Hi green tea lover, let's make some noise?] [Instagram post]. Instagram. https://www.instagram.com/p/BjmLn34jQ3a/
  16. @InnisfreeIndonesia. (2018c, June 6). Tau ngga sih kao kamu bisa dapetin free Eco Hankie Limited Edition? [Do you know how you can get a free Eco Hankie Limited Edition?] [Instagram post]. Instagram. https://www.instagram.com/p/Bjru47jDvQ1/
  17. Kinnear, T. C., & Taylor, J. R. (1996). Marketing research an applied approach (5th ed.). McGraw-Hill.
  18. Kemp, S. (2018). Digital in 2018: World's internet users pass the 4 billion mark. We Are Social. https://wearesocial.com/blog/2018/01/global-digital-report-2018
  19. Kementrian Perindustrian. (2013). Indonesia lahan subur industri kosmetik [Indonesia as a fertile soil for cosmetic industries]. http://kemenperin.go.id/artikel/5897/Indonesia-Lahan-Subur-Industri-Kosmetik
  20. Kotler, P. (2005). Manajemen Pemasaran [Marketing Management] (Jilid 1 da). PT Indeks Kelompok Gramedia. http://repository.usu.ac.id/bitstream/handle/123456789/56292/Reference.pdf;jsessionid=A0C77D9955743BE317614B9E1D45C72A?sequence=2
  21. Kotler, P., & Armstrong, G. (2008). Principles of marketing. Pearson. Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers' green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330-347. https://doi.org/10.1108/MIP-03-2014-0068
  22. Maheshwari, S. P. (2014). Awareness of green marketing and its influence on buying behavior of consumers: Special reference to Madhya Pradesh, India. AIMA Journal of Management & Research, 8(1/4). http://apps.aima.in/ejournal_new/articlesPDF/3_Dr_Shruti_P_Maheshwari.pdf
  23. Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and applied sciences, 5(2), 127-135. https://doi.org/10.21833/ijaas.2018.02.020
  24. Manongko, A. A. C. (2011). Green Marketing Dan Pengaruhnya Terhadap Keputusan Pembelian Melalui Minat Membeli Produk Organik Studi Pada Pelanggan Produk Organik Di Kota Manado [The influence of green marketing on consumer purchase decision through purchase intention of organic product]. Jurnal Program Magister Manajemen Pascasarjana Fakultas Ekonomi Dan Bisnis Universitas Brawijaya Malang, 1-41. https://id.scribd.com/doc/165591485/Green-Marketing-Dan-Pengaruhnya-Terhadap-Keputusan-Pembelian-Melalui-Minat-Membeli-Produk-Organik-Studi-Pada-Pelanggan-Produk-Organik-Di-Kota-Manado
  25. Nielsen. (2015). Oh, baby! Trends in the baby foods and diapers markets. https://www.nielsen.com/mm/en/insights/report/2015/oh-baby-trends-in-the-global-baby-food-and-diaper-markets-august-2015/
  26. Oliver, J. D., & Lee, S.-H. (2010). Hybrid car purchase intentions: A cross-cultural analysis. Journal of Consumer Marketing, 27(2), 96-103. https://doi.org/10.1108/07363761011027204Peattie,
  27. K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357-370. https://doi.org/10.1108/13522750510619733
  28. Putri, R. D. (2017). Indonesia, Target Pasar Seksi K-Beauty di Asia [Indonesia, sexy segmented market of K-beauty in Asia]. Tirto. https://tirto.id/indonesiatarget-pasar-seksi-k-beauty-di-asia-cyRj
  29. Rahbar, E., & Wahid, N. A. (2011). Consumers' perception of green product category: Implication of SMEs. Business Strategy Series, 12(2), 73-83.. https://doi.org/10.1108/17515631111114877
  30. Raska, D., & Shaw, D. (2012). When is going green good for company image? Management Research Review, 35(3/4), 326-347. https://doi.org/10.1108/01409171211210190
  31. Royne, M. B., Levy, M., & Martinez, J. (2011). The public health implications of consumers’ environmental concern and their willingness to pay for an ecofriendly product. Journal of Consumer Affairs, 45(2), 329-343. https://doi.org/10.1111/j.1745-6606.2011.01205.x
  32. Shahbandeh, M. (2018). Global demand for green feature in skin care products in 2016, by country. Statista. https://www.statista.com/statistics/803609/global-demand-for-naturalorganic-environmental-friendly-skin-care-product/
  33. Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53-66. https://doi.org/10.1080/10641734.2004.10505164
  34. Stern, N., & Ander, H., Eds. (2008). Greentailing and other revolutions in retail:Hot ideas that are grabbing customers' attention and raising profits. Wiley. https://doi.org//10.1002/9781119197393
  35. Sugiyono. (2014). Metode Penelitian Kuantitatif Kualitatif dan R & D [Research method of quantitative, qualitative, R & D]. Alfabeta.