Key findings:

This study in Mojokerto City analyzes the impact of green marketing on consumer buying interest and purchasing decisions for Ade’s mineral water. Findings indicate green marketing positively influences buying interest, which, in turn, affects purchasing decisions. Green marketing does not directly impact purchasing decisions, suggesting buying interest mediates this relationship, emphasizing its importance in consumer behavior.

What is known and what is new?

Existing knowledge suggests that green marketing positively influences consumer behavior. This study contributes by specifically examining the impact of green marketing on buying interest and purchasing decisions for Ade’s mineral water in Mojokerto City. The findings confirm that green marketing affects buying interest, which, in turn, influences purchasing decisions. This adds nuanced understanding to the relationship between green marketing and consumer behavior.

What is the implication, and what should change now?

The implication of this study is that companies, including Ades mineral water, should consider implementing green marketing strategies to increase consumer buying interest and ultimately, purchasing decisions. This could involve promoting the environmental benefits of their products through eco-friendly packaging and sustainable practices. Companies should also focus on fostering consumer buying interest through educational campaigns and highlighting the positive impact of their products on the environment.

In the 21st century now, the condition of the earth is currently experiencing a fairly serious problem, namely the occurrence of global warming. Global warming is a problem that is widely discussed by the wider community and can have several positive and even negative impacts on environmental conditions and people's lives [1].

There are positive and negative impacts that affect almost all aspects of people's lives. Changing environmental conditions – change with this global warming, some people are becoming more aware of the importance of caring for the environment. The community is encouraged to continue to develop to improve the quality of life in line with the development of a fairly rapid marketing environment [1].

Source: (Geyer, 2017) [2]

Figure 1: Eight Types of Waste by Percentage

Based on Figure 1 above, it can be concluded that the largest contributor to waste is food and beverage packaging, with the largest number being 146 million tons per year. This phenomenon can occur due to the increasing use of plastic waste, which is indirectly caused by the large number of products produced by several industries using packaging made from plastic materials that are not environmentally friendly, so that the plastic cannot be biodegraded by nature (Gultom, D. N., & Widodo, A. 2021) [3].

Some consumers are starting to be more selective in selecting or purchasing daily necessities. This change in people's behavior becomes an opportunity for companies to compete fiercely to meet the needs and desires of the community. Some companies have started to use environmentally friendly production raw materials. Companies that develop the issue of caring for the environment in their production activities create a new phenomenon in the marketing world in the form of an environmentally friendly marketing concept. This environmentally friendly marketing concept is called green marketing [4].

This research is strengthened by previous research, namely the research of Kusuma et al., (Chalimatuz, C. et al., 2017) [5] and Seferan (Seferan, F. A. A. 2019) [4] which explain that green marketing affects consumer purchasing decisions on a product. The research of Kusuma et al., (Chalimatuz, C. et al., 2017)  [5] entitled The Effect of Green Marketing Strategy and Environmental Knowledge on Purchase Decisions Through Purchase Intention as an Intervening Variable concluded that the green marketing variable has a positive and significant influence on buying interest and purchasing decisions. Meanwhile, in Seferan's research (Seferan, F. A. A. 2019) [4] entitled The Effect of Green Marketing on Purchase Decisions with Purchase Interest as an Intervening Variable (Study on Ades Brand Mineral Water Consumers in Malang City) states that green marketing has a positive effect on purchasing decisions. This means that the green marketing strategy for the mineral water product of the Ades brand has been proven to have led to consumer buying decision behavior to buy the product.

This study aims to analyze the effect of green marketing products on consumer buying interest, analyze the effect of consumer buying interest products on consumer purchasing decisions, the effect of green marketing on consumer purchasing decisions and analyze buying interest variables as a mediating variable that has an indirect influence on green marketing and decisions. consumer purchases at Modern Stores in Mojokerto City.

The location for collecting research information was in the city of Mojokerto, East Java. Collecting information from 3 modern shops in Mojokerto City which were selected intentionally (purposively). The data processing is carried out in 3 modern stores in the Mojokerto City area, including Carrefour, Superindo, and Sanrio. The reason the researcher chose the 3 stores was with the consideration that these 3 modern stores were implementing green marketing in serving their consumers. Research carried out in June 2022. Sugiyono's population (Sugiyono. 2003) [6] is a generalization area consisting of objects or subjects that have certain qualities and characteristics determined by researchers to study and draw conclusions. The selection of respondents in this study are consumers from modern stores in Mojokerto City. In taking respondents using non-probability sampling method. This method was chosen because not all members of the population have the same opportunity to become respondents. The non-probability sampling technique used is the incidental sampling technique, that is, anyone who coincidentally (incidentally) meets the researcher can be used as sample, if it is considered that the person who happened to be met is suitable as a source of data.

The data analysis method used in identifying green marketing in three modern stores is descriptive analysis. Descriptive analysis is an analysis that aims to describe or describe an object of research through data that has been collected or by using information that has been obtained directly in the field. The first step is to observe the effect of green marketing on consumer buying interest in three modern stores in Mojokerto City. The second step is to observe the effect of buying interest on consumer purchasing decisions at three modern stores in Mojokerto City. The third step is to observe the effect of green marketing on consumer purchasing decisions at three modern stores in Mojokerto City. The fourth step is to observe the indirect effect of consumer buying interest on green marketing and consumer purchasing decisions at modern stores in Mojokerto City. Data analysis uses deductive thinking method, which is a method that is carried out by drawing a conclusion starting from general statements or theories to specific statements with reasoning.

To analyze, do a comparison between multiple dependent variables and multiple independent variables by making a questionnaire where the results of filling out the questionnaire will be analyzed by grouping based on variables and scoring using a Likert scale. The data analysis technique in this study used Partial Least Square (PLS). PLS is a Structural Equation Modeling (SEM) equation model with an approach based on variance or component-based structural equation modeling. According to Ghozali & Latan (Ghozali, I., & Latan, H. 2015) [7], the purpose of PLS-SEM is to develop a theory or build a theory (prediction orientation). PLS is used to explain whether there is a relationship between latent variables (prediction). PLS is a powerful analytical method because it does not assume current data with a certain scale measurement, the number of samples is small [7]. PLS-SEM analysis consists of two sub-models, namely the measurement model or the outer model and the structural model or the inner model.

• Characteristics of Respondents:

The characteristics of the respondents used in this study include gender, age, marital status, latest education, occupation, monthly income, and purchased environmentally friendly products.

• Gender:

Based on gender, a description of the characteristics of the respondents is presented in the table below.

Table 1: Characteristics of Respondents by Gender

Based on the data above, Table 1 it shows that this indicates that the majority of modern store consumers with the application of green marketing are women, because many women have a great desire to buy basic needs in modern stores that apply green marketing. While the intensity of male consumers is still below female consumers.

• Age:

Based on age, a description of the characteristics of the respondents is presented in the table below. 

Table 2: Characteristics of Respondents by Age

Based on the table above, Table 2 it can be seen that this indicates that the majority of modern store consumers with the application of green marketing are the younger generation aged between 16-25 years, due to the large number of respondents who dominate modern stores with that age.

• Married Status:

Based on marital status, a description of the characteristics of the respondents is presented in the table below. 

Table 3: Characteristics of Respondents Based on Married Status

Based on respondent data obtained by researchers, it shows that this indicates that the majority of modern shop consumers with the application of green marketing are married or married people. Because household needs are more numerous than pre-marital needs, respondents who have the task of shopping choose basic needs that are good and healthy for their families. Table 3

• Last Education:

Based on the latest education, a description of the characteristics of the respondents is presented in the table below.

Table 4: Characteristics of Respondents Based on Last Education

Characteristics of respondents from the last education of respondents explained that this explains that the majority of modern shop consumers with the application of green marketing are the younger generation who care about a healthy living culture and care about environmental sustainability. Table 4

• Work:

Based on the occupation, the description of the respondent's characteristics is presented in the table below. Table 5 

Table 5: Characteristics of Respondents by Occupation

Characteristics of respondents from the last education of respondents explained that from this data, researchers can strengthen the conclusion that the standard of living of the people of Mojokerto City has increased. Because despite the variety of people's work status, some people try to get basic needs that are healthy and of good quality. In addition, it can also apply concern for the surrounding environment.

• Monthly Income:

Based on monthly income, the description of the respondents' characteristics is presented in the table below. Table 6

Table 6: Characteristics of Respondents Based on Monthly Income

Characteristics of respondents from the last education of respondents explained that consumers of modern stores in Mojokerto City are dominated by people who have an income per month between Rp. 1,000,000 to 3,000,000.

• Purchased Eco-friendly Products:

Based on the environmentally friendly products purchased, a description of the characteristics of the respondents is presented in the table below. Table 7

Table 7: Characteristics of Respondents Based on Environmentally Friendly Products Purchased

Characteristics of respondents from the last education of respondents explained that from the data taken, it was concluded that the most frequent purchases were on fruit products and the least for meat products.

• Hypothesis test:

Structural relationship testing is to explain the relationship between the variables in the study. Structural model testing is done through t test. The basis used in testing the hypothesis directly is the output image and the values contained in the output path coefficients and indirect effects. The following is a complete explanation of hypothesis testing:

Figure 2: Hypothesis Testing Results

Table 8: Direct and Indirect Relationships

In PLS statistical testing of each hypothesized relationship is carried out by conducting simulations. In this case, it is done by bootstrapping the sample.

The Effect of Green Marketing on Buying Interest:

The results of testing the first hypothesis, namely the influence of Green Marketing on Buying Interest, show a coefficient value of 0.686, with a p-value of 0.000 and a t-statistic of 8.840. The p-value of 0.000 is less than 0.05 and the t-statistic value of 8.840 is greater than the t-table of 1.98. These results indicate that Green Marketing has a positive and significant influence on Purchase Interest. So the hypothesis which states that Green Marketing has an effect on Buying Interest is accepted.

Based on the results of research conducted on modern shop consumers, it was found that green marketing had an effect on buying interest. The results of this study support the research conducted by Gultom & Widodo (2021) [3] which states that the green marketing variable has a positive and significant effect on the buying interest variable on bogasari flour consumers in DKI Jakarta, because it has been proven that green marketing indicators are: green product, green pricing, green promotion, and green place can create feelings of interest in potential consumers. Thus forming the interest of potential consumers to have the product before deciding to make a purchase.

• The Influence of Buying Interest on Purchase Decisions:

The results of testing the second hypothesis, namely the influence of Purchase Interest on Purchase Decisions, show a coefficient value of 0.475, with p-values of 0.008 and t-statistics of 2.684. The p-value of 0.008 is more than 0.05 and the t-statistic value of 2.684 is greater than the t-table of 1.98. These results indicate that buying interest has a positive and significant influence on purchasing decisions. So that the hypothesis which states that buying interest has an effect on purchasing decisions is accepted.

Based on the results of research conducted on modern shop consumers, it was found that buying interest had an effect on purchasing decisions. The results of this study are supported by research conducted by Seferan (2019) [3] which states that the buying interest variable has a positive and significant effect on the purchasing decision variables on Ades mineral water consumers in Malang City, because it has been proven that the indicators of buying interest are: transactional interest, referential interest, preferential interest, and exploratory interest can drive consumer decisions to buy Ades mineral water products.

• The Effect of Green Marketing on Purchase Decisions:

The results of testing the third hypothesis, namely the influence of Green Marketing on Purchase Decisions, show a coefficient value of 0.274, with p-values of 0.159 and t-statistics of 1.412. The p-value of 0.159 is more than 0.05 and the t-statistic value of 1.412 is lower than the t-table of 1.98. These results indicate that Green Marketing has a positive but not significant effect on Purchase Decisions. So the hypothesis which states that Green Marketing has an effect on Purchase Decisions cannot be accepted.

Based on the results of research conducted on modern shop consumers, it was found that green marketing had a positive but not significant effect on consumer purchasing decisions. This result is in contrast to research from Seferan (Seferan, F. A. A. 2019) [4] which explains that green marketing has a positive and significant effect on purchasing decisions for Ades mineral water in Malang. This explains that the green marketing that has been implemented by the three modern stores in Mojokerto City has not undergone a high enough change.

The Effect of Green Marketing on Purchase Decisions with Purchase Intention as an Intervening Variable:

The results of testing the fourth hypothesis, namely the influence of Green Marketing on Purchase Decisions through Purchase Interest, show a coefficient value of 0.326 with p-values of 0.023 and t-statistics of 2.284. The p-values are 0.023 more than 0.05 and the t-statistic value is 2.284 more than the t-table 1.98. These results indicate that Green Marketing has a positive and significant relationship to Purchase Decisions through Purchase Intention. So the hypothesis which states that Green Marketing has an effect on purchasing decisions with buying interest as an intervening variable can be accepted.

The green marketing variable in this study is translated into four indicators, namely environmental awareness, green product prices, green product promotion, and green consumer. From the loading factor, the highest value is 0.863, namely the environmental awareness indicator. Therefore, the environmental awareness indicator is the dominant indicator in shaping the green marketing variable. According to Barr and Gilg in Suki (Suki, N. M. 2013) [8] found that committed individuals or environmentalists tend to place a higher importance on environmental issues where they develop a high level of concern and express personal responsibility and moral obligation to play their role to help the environment.

The buying interest variable in this study is described in four indicators, namely, transactional interest, referential interest, differential interest, and exploratory interest. From the results of the loading factor, the highest value was 0.911, namely the referential interest indicator. Therefore, the indicator of referential interest is the dominant indicator in forming the buying interest variable. According to Haryadi (Haryadi, R.2009) [9], before consumers make purchases of environmentally friendly products, consumers will first seek information about the products to be purchased, for that knowledge is needed. Knowledge is a relevant and important construct that influences how consumers collect and organize information, how much information is used for decision making and how consumers evaluate products and services. Consumers who consider the importance of environmental consequences will be attracted and eventually cause interest in buying environmentally friendly products.

While the purchasing decision variables in this study are described in three indicators, namely stability in a product, habits in buying products, and own decisions. From the results of the loading factor, the highest value is 0.879, which is the indicator of the decision itself. Therefore, the decision indicator itself is the dominant indicator in forming the purchasing decision variable. According to Thompson (Thompson, A. A. 2016) [10] there are 4 indicators in purchasing decisions, namely:

• According to the needs. Customers make purchases because the products offered are as needed and easy to find the items needed.

• Have benefits. The products purchased are very meaningful and useful for consumers.

• Accuracy in buying the product. The price of the product is in accordance with the quality of the product and in accordance with the wishes of consumers.

• Repeat purchases. A situation where consumers are satisfied with previous transactions so they intend to always make transactions in the future.

Based on research on the effect of green marketing with mediation of consumer buying interest on purchasing decisions at modern stores, Mojokerto City that has been done, it can be concluded that:

• The research was conducted in 3 modern stores that implement green marketing (environmentally friendly) dominated by female consumers between the ages of 16 to 25 years. Dissemination of information and consumer awareness about the application of green marketing in Mojokerto City is very good, because consumers who have the last education, either undergraduate or not, care about the benefits of green marketing products. Many of these consumers are married.

• Green marketing has a positive and significant effect on buying interest. This is due to the high buying interest of consumers to buy organic products in the three modern shops of Mojokerto City. This means that the higher the value of green marketing, the higher the interest in buying organic products in Mojokerto City.

• Buying Interest has a positive and significant effect on Purchase Decisions. This means that if consumer perceptions of buying interest increase, it will increase purchasing decisions and vice versa if consumer buying interest decreases it will decrease consumer purchasing decisions for environmentally friendly products in the three modern stores in Mojokerto City.

• Green Marketing has a positive but not significant effect on Purchase Decisions. This explains that the three modern stores in Mojokerto City have not been able to improve consumer purchasing decisions for environmentally friendly products offered in each of their modern stores. Without the help of other factors, consumer purchasing decisions will stagnate on the results achieved previously.

• The buying interest variable can be an intervening variable in green marketing on purchasing decisions. This means that if green marketing increases and provides good performance, buying interest will improve so that it will affect purchasing decisions. Then the level of consumer purchases will also increase if consumer buying interest increases.

The authors declare that they have no conflict of interest.

No funding sources 

The study was approved by the Institutional Ethics Committee of UPN Veterans East Java

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