The Role of Brand Image in Mediating the Relationship between the Effect of Green Product and Green Promotion on Purchasing Decisions at Starbucks Company in Yogyakarta

Abstract

This study aims to explore the role of brand image in mediating the relationship between green products and green promotions on purchasing decisions at Starbucks in Yogyakarta. This study seeks to understand how green products and green promotions influence consumer behavior in making purchasing decisions and how brand image takes on a role as a factor that reinforces green products and green promotions on consumer purchasing decisions in the context of a sustainable marketing strategy. This research uses quantitative methods using Primary data sources, using Purposive sampling method of customers who have purchased environmentally friendly products from Starbucks. Data was collected using a structured questionnaire, and analysis was conducted using Structural Equation Modeling (SEM) to test the hypothesized relationships. The results showed that green products and green promotions positively and significantly influence consumer purchasing decisions. In addition, green products and green promotions also positively and significantly affect brand image. The findings of this study prove that brand image is able to strengthen the relationship of green products and green promotions to purchasing decisions. So that brand image can act as a significant mediator in the relationship between green products and green promotions on purchasing decisions. This research is expected to provide insights for businesses in the food and beverage industry, especially those aiming to integrate sustainability into their marketing strategies. This research is also useful for marketers, managers, and researchers who focus on consumer behavior, green marketing, and corporate social responsibility. This research is also expected to contribute new knowledge by highlighting the mediating role of brand image in enhancing the effectiveness of green marketing strategies. This research can advance the understanding of how sustainable practices in product offerings and promotions can shape consumer perceptions and purchasing behavior in the context of environmental sustainability.