Mudiantoro, Dimas Rafi and Pinem, Robetmi Jumpakita (2026) THE INFLUENCE OF GREEN MARKETING AND BRAND IMAGE ON PURCHASE INTENTION THROUGHT ENVIRONMENTAL ATTITUDE TOWARD ADES PRODUCT. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

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Abstract

ADES has maintained its competitiveness with a Top Brand Index of 7.03%,
accompanied by increased sales over the past five years, indicating positive
performance growth and market acceptance. This study aims to analyze the direct
and indirect effects of green marketing and brand image on purchase intention
toward ADES products through environmental attitude. The research employs a
quantitative approach involving 300 ADES consumers in Central Java, selected
through purposive sampling and analyzed using SEM-PLS. The findings are: (1)
Green Marketing has a positive and significant effect on Purchase Intention,
indicating that better implementation of environmentally oriented marketing
strategies increases consumers’ intention to purchase ADES products; (2) Brand
Image has no significant effect on Purchase Intention, indicating that brand image
is not yet a primary factor influencing consumers’ purchase intention; (3)
Environmental Attitude has a positive and significant effect on Purchase Intention,
indicating that a more positive environmental attitude increases consumers’
intention to purchase ADES products; (4) Green marketing has a positive and
significant effect on environmental attitude, indicating that the better the
implementation of and consumer perception regarding environmentally oriented
marketing, the more positive the consumer's attitude toward the environment; (5)
Brand image has a positive and significant effect on environmental attitude,
indicating that the more positive the brand image perceived by consumers, the more
positive their attitude toward the environment. (6) Environmental Attitude mediates
the effect of Green Marketing on Purchase Intention, indicating that green
marketing can increase purchase intention by fostering positive environmental
attitudes; and (7) Environmental Attitude does not mediate the effect of Brand
Image on Purchase Intention, indicating that ADES’s brand image has not been
sufficiently strong in shaping consumers’ environmental attitudes to drive purchase
intention. The study concludes that Purchase Intention is more strongly influenced
by environmentally oriented marketing strategies and positive environmental
attitudes than by brand image; therefore, strengthening green marketing and
environmental attitude is important for increasing Purchase Intention.
.
Key Word: Purchase Intention; Green Marketing; Brand Image;
Environmental Attitude.
199. Administrasi Bisnis 2026

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