Main Article Content
Abstract
Objective: This study aims to analyze the influence of Green Products on Purchasing Decisions, with Emotional Desire as an intervening variable, in MSME Natural Soap Bee Kella in Klungkung Regency. Understanding these relationships can provide insights into consumer behavior and purchasing patterns for eco-friendly products. Research Design & Methods: This research adopts a quantitative approach, utilizing purposive random sampling to select respondents. The study surveyed 130 consumers Generation Z of Natural Soap Bee Kella products in Klungkung Regency, aged 17 years until 24 years. Data collection was conducted through a structured questionnaire, and analysis was performed using SmartPLS software. The analytical methods included outer model analysis, inner model analysis, and hypothesis testing to examine the relationships among variables. Findings: The results indicate that (1) Green Products have a positive and significant effect on Emotional Desire; (2) Emotional Desire positively and significantly influences Purchasing Decisions; (3) Green Products directly impact Purchasing Decisions in a positive and significant manner; and (4) Emotional Desire successfully mediates the relationship between Green Products and Purchasing Decisions at MSME Natural Soap Bee Kella in Klungkung Regency. Implications & Recommendations: This study highlights the importance of Emotional Desire in influencing purchasing behavior for environmentally friendly products. MSMEs should emphasize emotional engagement strategies in their marketing efforts to enhance consumer interest and drive sales. Future research could explore additional psychological factors affecting sustainable product consumption or apply this model to different industries to validate the findings
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References
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- Taufik, H. M., & Gio, H. U. (2022). The Influence of Brand Image, Green Marketing Strategy and Emotional Desire on Purchasing Decisions for Starbuck Jakarta Products. Darma Agung Journal, 30(2), 1–11.
- Usada, U., & Murni, A. W. (2020). Green Product Strategy to Improve the Performance of Small and Medium Enterprises Based on Environmentally Friendly. Journal of Research and Technology, 6(1), 33–40.
- Utami, T. R. (2020). The Effect of Green Product, Green Advertising, and Green Brand with Price Perception as a Moderating Variable on Purchasing Decisions (Empirical Study of Consumer Users of The Body Shop in Magelang City). University of Muhammadiyah Magelang.
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References
Ahmad, F., Lapian, J., & Soegoto, A. S. (2016). Analysis of Green Prod & Green Market Strategy on Body Shop Purchasing Decisions. EMBA Journal, 4(1), 33–44.
Atmando, C. R. (2021). The Effect of Green Product Perceptions and Green Brand Image on Interest in Buying Environmentally Friendly Homes for Generation Y in Surabaya. Performance,4 (3), 394-405. https://doi.org/10.37715/jp.v4i3.1651
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review,26 (2), 106-121. https://doi.org/10.1108/EBR-10-2013-0128
Hartini, H. (2021). Purchasing Decisions for Aqua Green Marketing Products in Sumbawa Besar Seen from Green Product and Green Brand. Ubhara Management Scientific Journal,3 (2), 1. https://doi.org/10.31599/jmu.v3i2.983
Khoiruman, & Purba, S. D. A. (2020). The Effect of Green Product, Green Price, and Green Advertising on Purchasing Decisions for Essential Oil Products at Rumah Atsiri Indonesia. Journal Of Business And Management,7 (1), 46-54. https://e-journal.stie-aub.ac.id/index.php/kelola/article/view/645
Leu, B. (2021). The Impact of Global Warming and Its Control Efforts Through Environmental Education and Islamic Education. At-Tadbir,1 (2), 1-15. https://doi.org/10.51700/attadbir.v1i2.207
Meiliana, M., & Silintowe, Y. B. R. (2019). The Role of Emotions as a Mediating Variable Between Store Atmosphere and Purchasing Decisions. Nusantara Journal of Business Management Applications,4 (2), 175-186. https://doi.org/10.29407/nusamba.v4i2.12851
Silvia, F., Fauzi, A., & Kusumawati, A. (2014). The Impact on Purchasing Decisions (Survey on Independent Consultants at Oriflame Surabaya Branch). Journal of Business Administration,14 (1), 1-9. https://www.neliti.com/publications/84165/pengaruh-pemasaran- green-on-brand-image-and-its-impact-on-purchase-decisions
Sugiyono. (2017). Quantitative, Qualitative and R&D Research Methods. CV. Alfabeta.
Sumerta, I. K., Indahyani, D. N. T., Redianingsih, N. K., & Pranawa, I. M. B. (2020). The Effect of Product Differentiation Promotion and Price on Purchasing Decisions for Fashion Products at Ud. Sinar Mulia in Gianyar Regency. Bulletin of Economic Studies, 190. https://doi.org/10.24843/bse.2020.v25.i02.p02
Taufik, H. M., & Gio, H. U. (2022). The Influence of Brand Image, Green Marketing Strategy and Emotional Desire on Purchasing Decisions for Starbuck Jakarta Products. Darma Agung Journal, 30(2), 1–11.
Usada, U., & Murni, A. W. (2020). Green Product Strategy to Improve the Performance of Small and Medium Enterprises Based on Environmentally Friendly. Journal of Research and Technology, 6(1), 33–40.
Utami, T. R. (2020). The Effect of Green Product, Green Advertising, and Green Brand with Price Perception as a Moderating Variable on Purchasing Decisions (Empirical Study of Consumer Users of The Body Shop in Magelang City). University of Muhammadiyah Magelang.
Wibowo, G. (2011). Designing business research with SPSS 17.0 & SmartPLS 2.0 analysis tools. UPP STIM YKPN.
Yulianti.D.R. (2020). The Effect of Brand Image, Green Marketing Strategy and Emotional Desire on Purchasing Decisions for McDonald's Products. Scientific Journal of Management and Business, 5(1), 69–79.