THE IMPACT OF ATTITUDE AND SOCIAL MEDIA MARKETING ON GREEN PURCHASE INTENTIONS: THE MEDIATING ROLE OF GREEN PRODUCT KNOWLEDGE

Abstract

Objectives: This study aims to investigate the relationship between attitudes, social marketing media, green product knowledge, and green purchase intentions in the context of bottled mineral water consumption. Specifically, the objectives are to assess how consumer attitudes influence green product knowledge, how social marketing media impacts consumer knowledge, and how these factors collectively affect green purchase intentions.   Methods: The study focused on people in the Bandung, West Java, area who buy and drink bottled mineral water. Questionnaires were sent both offline and online as part of the data collection process. The SmartPLS tool was used to analyze the gathered data, enabling a thorough investigation of the correlations between the variables under investigation.   Results: The results showed that customer attitudes toward green products were positively correlated with improved knowledge about green products, which in turn led to a stronger propensity to buy green products—bottled mineral water, in particular. Additionally, the research showed that social media marketing is a major factor in raising consumer awareness of green bottled mineral water goods, which in turn influences consumers to choose ecologically friendly options when making purchases.   Conclusion: This study provides valuable insights for companies seeking to promote and increase the sales of green products, particularly bottled mineral water. By understanding and leveraging consumer attitudes and implementing effective social media marketing strategies, companies can not only enhance consumer knowledge but also stimulate their interest and propensity to purchase green products. These findings highlight the importance of aligning marketing efforts with consumer preferences and environmental concerns in today's competitive marketplace.