The Role of Brand Image in Mediating Green Marketing and

Green Trust on Green Purchase Intention

Lingga Dian Novitasari 1*, Liana Mangifera 2
1,2
Faculty of Economic and Business, Muhammadiyah University of Surakarta, Indonesia
Email: linggadian94@gmail.com 1* , liana.mangifera@ums.ac.id 2

ABSTRACT : Research on green purchase intention is important for two reasons: first, it can
facilitate the expansion of the green product market and second, it can promote sustainable
consumer behavior. The purpose of this study is to identify the mediating role of brand image
between green marketing, green trust, and the intention to buy green products. Using a purposive
sampling technique, 192 participants were chosen to represent the population of Le Minerale
product consumers in Surakarta City. Utilizing SEM-PLS modeling analysis, the data is gathered
through online questionnaires administered to Le Minerale consumers. In this study, we found
that green purchase intention Le Minerale products were positively and significantly impacted by
green marketing, green trust, and brand image. Moreover, we found that brand image mediated
the relationship between green marketing, green trust, and green purchase intention. In order to
boost competitive advantage and promote environmental sustainability, businesses can use the
information or input from this research to further develop their green marketing strategies.

Keywords: Brand Image, Green Marketing, Green Purchase Intention, Green Trust

INTRODUCTION
The increasing amount of plastic waste from year to year is contributing to the worsening
of global warming conditions. Based on 2022 data from Sistem Informasi Pengelolaan Sampah
Nasional (SIPSN) Surakarta, the total landfilled waste reached 137,345.45 tonnes, with plastic
waste accounting for 43.18% of this amount. This has led people to question the impact of their
consumption habits on the environment. An increasingly environmentally conscious populace is
having a significant effect on green consumer behavior. According to Ajzen and Fishbein (1980),
the Theory of Planned Behavior (TPB) is built upon three main components: attitudes, subjective
norms, and perceived behavioral control. Green attitude refers to the results of evaluating attitudes
or behavior that care about the environment. The existence of a green attitude causes consumers
to become interested in green products, which then directs consumers to green purchasing
intentions (Hartmann & Apaolaza-Ibanez, 2012). According to Howard and Sheth (1969),
purchasing interest is related to consumers' plans to buy products they want and need within a
certain time period. Green purchase intention refers to consumers' desire or interest in purchasing
products that have the least effect on the environment (Nagigaluh, 2022). Green purchase
intention in general can be influenced by various variables, such as green marketing, green brand
image, green trust (Wibowo et al., 2022).
Green marketing is a strategy that prioritizes sustainability and concern for the
environment in the modern market (Naalchi Kashi, 2020). The term "green marketing" refers to
the practice of advertising goods in an eco-conscious way. The policies and practices of the
company have an impact on these changes because they help maintain environmental quality.
Companies that practice green marketing show they care about environmental issues by working
to reduce their influence on the planet so that it can continue to support life as we know it. The
bottled water (AMDK) industry, which includes brands like Le Minerale that use 100% eco-
recycled bottles, is one sector that has recently integrated green marketing into its business strategy.
Mahmoud's (2018) study found that green marketing has a positive and substantial effect on
consumers' intentions to buy green products. Similarly, Majeed et al. (2022) also found that green
marketing significantly increased the likelihood that consumers purchasing green products. Geap

277
et al. (2018) reached a similar conclusion. However, inconsistent findings were reported by Ahmad
et al. (2016), who concluded that green marketing did not significantly influence green purchase
intention.
In addition to being impacted by green marketing, consumers' propensity to purchase
environmentally friendly products is also reinforced by sufficient and reliable product information,
or 'green trust.' According to Nathanasia and Sigit (2020), 'green trust' refers to any and all desires
for goods, services, or brands that stem from convictions or aspirations stemming from the
reliability of their environmental performance. The term 'green trust' is essentially made up of the
word 'trust,' which is crucial for businesses to develop (Rahmadhani & Widodo, 2023). Customers
anticipate that the goods they purchase will fulfill their aspirations, desires, and beliefs (Mangifera
& Putra, 2021). Chairy and Alam (2019) discovered that green trust significantly affects green
purchase intention in a positive way. Supporting the results of this study, Yahya (2022) found
similar results showing that green trust significantly affects green purchase intention in a positive
way. Karatu and Mat (2015), found different results, stating that green trust did not positively and
significantly affect green purchase intention.
According to Keller (1993), brand image is the impression of a company that is reflected
in the associations that consumers have with it in their memories. Through a variety of techniques
and approaches to persuade customers that the product is safe to use and can protect the
environment, brands can influence consumers' perceptions of their brands and inspire them to
purchase green products. The assessment, power, and essence of the brand within the organization
are reflected in the brand image. To increase consumer interest and deepen customer impressions,
businesses should promote their brand image and push media information (Maritha et al., 2021).
Research by Hartanti & Budiarti (2023) proves that customers' perceptions of a brand have a
substantial and positive impact on their intentions to buy environmentally friendly products. This
study's results are supported by Tang et al. (2022) and Chalimatuz et al. (2017), which explain how
brand image significantly affects purchase intentions. In contrast, Yahya's (2022) study found no
evidence that consumers' perceptions of a brand had any bearing on their propensity to make
green purchase intentions.
Based on the background information on green marketing and green trust provided above,
it appears that numerous studies have shown that these aspects do not significantly influence
customers' intentions to buy green products. As a result, this study's findings on brand image as a
mediating variable can mitigate the effect of green trust and green marketing on green purchase
intention. The results show that in Surakarta city, green marketing, green trust, and brand image
all contribute to green purchase intention Le Minerale products. Green marketing, green trust, and
green purchase intentions are all mediated positively and significantly by brand image.

Green Marketing
(X1)
H1
H4
Brand Image H3 Green Purchase
(Z1) Intention (Y1)

H5
H2
Green Trust (X2)

Figure 1. The Conceptual Model

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RESEARCH METHODS
This study employs quantitative research methods to examine the correlation between the
variables. Central Java's Surakarta City is the site of the research. Customers of Le Minerale
products in Surakarta made up the study's population. Because the precise population size was
unknown, sample determination was done using the formula by Hair et al. (2010). The number of
indicators was 24, which was then multiplied by between 5 and 10. The researcher decided to
multiply by 8, yielding a sample size of 192 respondents. Purposive sampling was used to choose
respondents based on two factors: (1) residing in Surakarta; and (2) having previously bought Le
Minerale goods. An online survey was used to collect primary data for this study. The survey
covered topics such as green marketing, green trust, green purchase intention, and brand image,
and used a Likert scale from 1 to 5. Respondents could choose to "strongly disagree" or "strongly
agree" as their response. A Structural Equation Modeling (SEM) model was employed to test the
hypothesis within the SMART PLS 3.0 software.
Wibowo et al. (2022) states that there are four indicators of green marketing: product, price,
place, and promotion. The environmental reputation of the brand, its environmental performance,
the credibility of its environmental claims, and the brand's environmental concern are the four
pillars upon which green trust is built (Chen & Chang, 2012). According to Ferrinan (2002), there
are four indicators that make up the green purchase intention indicator: transactional interest,
exploratory interest, referential interest, and preferential interest. Zameer et al. (2020) lists the
following as indicators of brand image: First, the brand is easily remembered by consumers; second,
the packaging is attractive and simple to recognize; third, it has a distinctive quality or slogan; and
fourth, it is well-known for its commitment to environmental preservation.

DISCUSSION
Collecting data through an online questionnaire given to 192 respondents who were Le
Minerale consumers in the city of Surakarta, obtained the following respondent identity data:

279
 Based on the table above, gender characteristics are dominated by women, namely 120
people. Based on age group, the respondents who dominate are those aged 18 ² 25 years. With a
predominant Senior High School education levels and are dominated by students. The type of
product most consumed is bottled with a consumption intensity of 5 ² 10 bottles/gallon a month.

Outer Model Analysis

The data instrument test used was a validity and reliability test which was distributed to
192 consumers of Le Minerale products in the city of Surakarta. With the outer model scheme as
follows:

Figure 2. Outer Models

a. Validity Test
1) Convergent Validity
The indicator is declared valid and meets the convergent validity criteria if the
outer loadings value is > 0.7.

Table 2. Outer Loading

Green
Brand Green Green
Indicators Purchase
Image Marketing Trust
Intention
X1.1.1 0.780
X1.1.2 0.808
X1.1.3 0.779
X1.2.1 0.755
X1.2.2 0.769
X1.2.3 0.782
X1.2.4 0.737
X1.3.1 0.801

280
 X1.3.2 0.784
X1.4.1 0.772
X1.4.2 0.771
X1.4.3 0.796
X2.1 0.771
X2.2 0.773
X2.3 0.740
X2.4 0.790
Y1 0.736
Y2 0.763
Y3 0.792
Y4 0.838
Z1 0.790
Z2 0.750
Z3 0.731
Z4 0.747
Source: Primary data processed, 2024
According to the information presented in the table, each indicator has an outer
loading value greater than 0.7. Consequently, all indicators are considered valid.

2) Descriminant Validity
A variable is said to be valid and meets discriminant validity if it has an average
variance extracted (AVE) value of > 0.5.

.
The results indicate that all research variables have an AVE value exceeding 0.5.
Therefore, all variables are considered valid.

b. Reliability Test
1) &RPSRVLWH5HOLDELOLW\DQG&URQEDFK·V$OSKD
If the composite reliability value exceeds 0.7, the variable can be considered valid.
Furthermore, the results can be reinforced by utilizing the Cronbach's alpha value,
provided that it is > 0.7.

281
 Based on the results, all research variables have composite reliability values greater
than 0.7 and Cronbach's alpha values greater than 0.7. Consequently, it is concluded that
the results are reliable for all variables.

Inner Model Analysis

1) R-Square (R2) test

According to the information presented in the table, green marketing and green trust
have a combined influence of 0.375 or 37.5% on the Brand Image variable. Additionally, the
combined influence of green marketing, green trust, and brand image on the Green Purchase
Intention variable is 42.1%.

2) Goodness of FIT Test

This test can be determined through the Q-Square value. By using the following
calculations:

Q-Square = 1 - [(1-R21) x (1-R22)]

= 1 - [(1- 0.375) x (1- 0.421)]
= 1 - ( 0.625 x 0.579)
= 1 ² 0.3619
= 0.6381
.
The preceding computations yield a Q-Square value of 0.6381, or 63.81%. This
demonstrates that the research model can account for 63.81% of the research data, while
other factors account for the remaining 36.19%. Good goodness of fit is demonstrated by
these findings for the research model.

3) F-Square (F2) Test

This test aims to see how good the resulting value is, if the resulting value is 0.02
(small), 0.15 (medium), 0.35 (large) it has an effect on the structural level.

282
 Based on our findings, the ability to forecast the impact of brand image value green
purchase intention is a pitiful 0.061. Green marketing has a moderate correlation (r=0.254)
with brand image and a tiny correlation (r=0.031) with green purchase intention. In terms of
green purchase intention, there is a moderate level of green trust (0.181), while in terms of
green brand image, there is a small level of green trust (0.079).

c. Hypothesis Testing
This research's hypothesis can be answered by these results, which are based on the
data processing results. Reviewing the initial sample values reveals the outcomes of hypothesis
testing. If the P values are less than 0.05, the hypothesis can be accepted.

1) Direct Effect
The direct impact of hypothesis testing can be observed through the path
coefficient values obtained via the bootstrapping technique, as detailed below:

The positive influence of the green marketing variable hypothesis test on green
purchase intention allows us to accept the first hypothesis (H1), as shown in the table
above. P value of 0.019 (< 0.05) indicated that the sample was statistically significant,
with an initial value of 0.170. With an initial sample value of 0.381 and aP value of 0.000,
the second hypothesis (H2) can be accepted, which states that the green trust variable has
a positive and significant influence on green purchase intention. Since the brand image
variable significantly affects green purchase intention in a positive way (0.237, P 0.001),
we can accept the third hypothesis (H3).

2) Indirect Effects
The results of this hypothesis test can be known through the specific indirect
effects value in the bootstrapping technique, which is as follows:

283
 The fourth hypothesis (H4) has been confirmed based on the results of the
hypothesis test, which support the idea that green marketing impacts green purchase
intention through brand image as a mediator. The original sample value for this
relationship was 0.107, and the P value was 0.002 (significantly less than 0.05). The fifth
hypothesis (H5) was also validated, as it demonstrated a positive and statistically
significant mediating effect of green trust on green purchase intention, with an original
sample value of 0.060 and a P value of 0.021.

DISCUSSION
The influence of green marketing on green purchase intention
The impact of green marketing on green purchase intention is a crucial aspect of
sustainable marketing strategies. Green marketing refers to various strategies that promote eco-
friendly goods and services, educating consumers about sustainability and environmental problems.
By highlighting the benefits of green roducts and the negative consequences of traditional
alternatives, green marketing campaigns shape consumers' perceptions and highlight the
advantages of green products, such as energy efficiency, recyclability, and decreased carbon
footprint. Through green marketing, businesses differentiate themselves from competitors by
promoting their products as superior, eco-friendly options. Efforts to promote sustainability in
marketing help establish credibility and trust with customers, who are more likely to have faith in
a company's environmental claims and favorable impressions of the brand when the company is
open and honest about its environmental programs and follows green standards and certifications.
Green marketing has an effect on green purchase intention, and companies can influence
consumer behavior towards eco-friendly product choices and future sustainability by utilizing
green marketing tactics effectively.
A favorable and statistically significant correlation between exposure to green marketing
and the desire to purchase eco-friendly goods is postulated in the first hypothesis (H1). People are
increasingly inclined to purchase "green" products, which have less of an impact on the
environment, as they gain a better understanding of the significance of environmental sustainability.
Customers think about the product's environmental impact in relation to the cost before buying
it. Customers are more likely to intend to purchase eco-friendly products due to the extensive
availability of Le Minerale items, which streamlines shopping for them. In addition, promoting the
value of products while also drawing attention to environmental issues can encourage consumers
to make environmentally conscious purchases. When planning their marketing campaigns,
businesses should emphasize their green credentials as a competitive advantage. With its aggressive
green marketing, the company's green purchase intention will surely rise. The findings of this study
corroborate the research conducted by Krisdayanti & Widodo (2022) and Wibowo et al. (2022),
which demonstrate a positive and significant impact of green marketing on green purchase
intention.

284
The influence of green trust on green purchase intention
An important part of sustainable consumption is the impact of green trust on green
purchase intention. The term "green trust" describes the degree to which customers have faith in
a company's stated environmental goals, programs, and actions. A company's environmental
initiatives and claims are more credible and authentic when they have green trust. Customers have
more faith in a company's green marketing claims and the products' claimed eco-friendliness when
they believe the company is sincere about its sustainability efforts. The perceived risk of buying
environmentally friendly products is lower when consumers have faith in a company's
environmental initiatives. If a company is successful in convincing its customers that it is
committed to reducing its environmental impact, those customers are more inclined to purchase
the company's environmentally friendly products and remain loyal to the company for a longer
period of time. Increased brand loyalty and positive emotional connections are the results of green
trust. When customers have faith in a company's commitment to environmental sustainability, it
strengthens their impressions of the company's honesty, accountability, and moral compass.
Customers' favorable impressions of the brand are shaped by these positive associations,
which ultimately lead them to favor green products when making purchases. Brand advocates and
word-of-mouth recommendations of green products are more likely to come from customers who
believe a company's environmental claims. The purchase intentions of potential consumers can be
further impacted by positive word of mouth and recommendations from trusted sources, leading
to a cascade of sustainable consumption behavior. Companies and consumers have different levels
of knowledge when it comes to environmental performance and practices; green trust helps level
the playing field. A company's image as an ethical and ecologically aware enterprise can be
enhanced through green trust. Customers that put an emphasis on morality when making
purchases are more likely to be interested in a brand with a solid reputation for sustainability. As
a whole, the fact that green trust affects green purchase intention shows how critical it is for
businesses to earn and keep customers' trust in their environmental initiatives. Companies can
influence consumers' intentions to choose green products and contribute to a more sustainable
marketplace by fostering trust through transparent communication, authentic engagement, and
consistent sustainability efforts.
The results of the second hypothesis (H2) show that green trust and green purchase
intention are positively and statistically significantly related. This suggests that customers' beliefs
regarding a product's effect on the environment influence their purchasing decisions. Le Mineral
products have a stellar reputation for being environmentally friendly, which speaks volumes about
their impact on the planet. The absence of the toxic chemical BPA and the fact that Le Mineral
products have been BPOM-tested increase their dependability and safety. Gaining customers' trust
requires a solid track record and unwavering dedication to environmental protection. When
consumers have faith in a company's commitment to environmental responsibility, they are more
likely to want to buy its products. Green trust significantly and positively affected green purchase
intention, as found in previous studies by Chairy & Alam (2019) and Yahya (2022).

The influence of Brand Image on green purchase intention

The public's perception of a product is vital because when buyers can easily recognize and
remember a product, they are more likely to link it favorably with purchases that are good for the
environment. Companies need to build a strong and positive public perception of their brand if
they want to influence consumer behavior towards product purchases and encourage customer
loyalty. The way consumers perceive their experience with a brand, product, or service is closely
tied to their beliefs, expectations, and emotions towards it. Meeting their expectations and
providing a positive experience can lead to overall success, as it can influence whether they will
come back to make more purchases or switch to a competitor. By creating a positive brand image,
negative perceptions can be avoided, which can increase the likelihood of consumers green
purchase intentions.

285
 The results of the third hypothesis (H3) show that customers' positive impressions of a
brand greatly affect their propensity to buy eco-friendly products. Because of this, having a
memorable brand image can influence consumers' green purchasing intentions, which impacts
their actual purchases. Le Mineral products stand out from the competition with their distinctive
form factor and slogan "It's like there's something sweet in it." We can easily recognize them. The
public's perception of a product is vital; when buyers can easily recognize and remember a product,
they are more likely to link it favorably with purchases that are good for the environment.
Companies need to build a strong and positive public perception of their brand if they want to
influence consumer behavior towards product purchases and encourage customer loyalty. This
study's findings corroborate those of Mangifera & Putra (2021) and Tan et al. (2022), which found
that consumers' favorable perceptions of brands significantly influence their propensity to make
environmentally conscious purchases.

The influence of brand image in mediating green marketing on green purchase intention
One important aspect in determining consumer behavior when it comes to selecting eco-
friendly products is the impact of brand image on green purchase intentions. How people think
about, feel about, and associate with a brand its values, personality, and reputation makes up what
is known as the brand image. To begin, customers are more likely to have faith in and support a
brand that they perceive in a positive light. When people have faith in a company, they are more
likely to buy its green products because they think the company is serious about helping the
environment. Because of this conviction, shoppers are more likely to give preference to eco-
friendly goods. Having a positive reputation for your brand also increases customer loyalty. Brand
loyalty develops over time when customers have good experiences with a company's goods and
services and feel that the company shares their values. Green products are no exception; customers
keep buying them because they believe the brand is honest and cares about the environment.
Not only that, but a distinct advantage over rivals is another benefit of a well-established
brand image. Brands that are seen as environmentally responsible and sustainable tend to have a
larger share of the market and more profits as a result of the preference that environmentally
conscious consumers have for those brands. When considering how a brand's image affects
consumers' intentions to buy environmentally friendly products, emotional connection is a key
factor. A favorable perception of the brand can lead to favorable emotions and a sense of
emotional connection with the brand. Brands that stand for environmental protection may strike
a chord with consumers because their values are congruent with their own. Because customers see
the brand's products as a reflection of their personal values, this can enhance their intentions to
buy green products. Finally, brand reputation is affected in the long run by how consumers
perceive the brand and whether or not they intend to buy green products. Reputation takes a
nosedive when consumers see a brand as an industry pioneer in eco-friendly and sustainable
practices. Customers are more likely to have faith in the brand, be loyal to it, and buy more of its
products if it has a solid reputation. Therefore, it is crucial for brands to have a positive image in
order to influence green purchasing intentions and establish strong relationships with green
consumers.
The investigation's fourth hypothesis (H4) yielded results that demonstrate the significant
and positive mediating role of brand image in green marketing on green purchase intention. This
indicates the importance of two key factors: the influence of consumers' existing brand perceptions
on their purchase intentions, and the success of green marketing in raising consumer awareness of
environmentally friendly products. A product's reputation is vital for its sales, as it subtly reinforces
the impact of eco-friendly advertising in familiarizing people with green products, ultimately
leading to their purchase and retention as customers. These findings align with previous studies by
Chalimatuz et al. (2017) and Majeed et al. (2022), which highlight the substantial influence of
consumers' brand perceptions on the relationship between green marketing and their intentions
to purchase green products.

286
The influence of brand image in mediating green trust on green purchase intention
The influence of brand image in mediating green beliefs on green purchasing intentions is
a crucial factor in understanding consumer behavior in the context of purchasing sustainable
products. Furthermore, your explanation highlights the significance of customers' values being in
line with those of the brand, which creates a powerful emotional connection and encourages long-
term purchases. In addition, the importance of strategic brand management in long-term
marketing campaigns is highlighted by your explanation of the mediating function of brand image.
Businesses can increase the number of people who buy environmentally friendly products by
building a positive reputation for their brand that conveys honesty, reliability, and a sincere
dedication to sustainability.
Regarding the fifth hypothesis (H5), the results show that brand image mediates the
connection between green trust and green purchase intention in a positive and substantial way.
This suggests that green consumers' intentions to buy Le Minerale products are influenced by their
preconceived notions of the brand and their trust in its authenticity and commitment to
environmental sustainability. Customers are more likely to have faith in a product with a positive
perception of its brand. This will encourage green purchasing intention and increase customer
loyalty by reassuring customers that the product is truly environmentally friendly. Sayed et al. (2021)
also discovered that green brand trust influences green purchase intention via brand image, and
our results are in line with theirs.

CONCLUSION
The study's findings underscore the significant impact of green marketing, green trust, and
brand image on green purchase intention, highlighting opportunities for businesses to enhance
their environmental positioning and meet the demands of green consumers. The positive and
significant influences identified indicate that businesses can leverage green marketing strategies to
stimulate green purchase intentions among consumers. Additionally, cultivating green trust and
fostering a favorable brand image are crucial for boosting green purchasing intent and fostering
consumer loyalty. The study's insights offer valuable guidance for businesses seeking to strengthen
their market position and appeal to environmentally conscious consumers. By implementing
effective green marketing strategies, businesses can not only attract more eco-minded customers
but also contribute to positive environmental change. Moreover, establishing trust in the brand's
environmental commitments and cultivating a positive brand image are essential for sustaining
consumer loyalty and long-term success in the green market. However, it's important to
acknowledge the limitations of the research, such as its focus on a specific geographic area and its
narrow examination of only the traditional aspects of green marketing. Future studies could expand
their scope to include additional dimensions of green marketing, such as "green people," "process,"
and "physical evidence," to provide a more comprehensive understanding of sustainable marketing
strategies. By addressing these limitations and exploring new avenues, businesses can continue to
refine their green marketing approaches and inspire broader consumer engagement with
environmental issues.

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