The Role of Green Attitude in Mediating the Influence of E-WOM, Green Product, and Green Brand Image on Purchase Decisions of Ultra Jaya Organic Milk Products

Muhamad Ridwan Maulana; Janfry Sihite

doi:10.55927/fjmr.v4i11.592

Authors

Muhamad Ridwan Maulana Universitas Mercu Buana
Janfry Sihite Universitas Mercu Buana

DOI:

https://doi.org/10.55927/fjmr.v4i11.592

Keywords:

Electronic Word of Mouth, Green Product, Green Brand Image, Green Attitude, Green Purchase Decision

Abstract

This study aims to investigate consumers' attitudes towards purchasing Ultra Jaya Organic Milk products. It specifically examines the effect of Electronic Word of Mouth (e-WOM), Green Product, and Green Brand Image on Green Purchase Decision, with Green Attitude acting as a mediating variable on Ultra Jaya Organic Milk products. The study targeted individuals who are active on social media and have purchased Ultra Jaya Organic Milk products online. A total of 173 respondents participated in this study, selected using a purposive sampling technique to measure their perceptions and attitudes. The data were analyzed using the Structural Equation Model (SEM) via SmartPLS 4.0. The results reveal that: (1) e-WOM and Green Product have a positive and significant influence on Green Attitude, whereas Green Brand Image does not have a significant influence; (2) Green Attitude positively and significantly affects Green Purchase Decision; (3) directly, e-WOM, Green Product, and Green Brand Image do not significantly affect Green Purchase Decision; (4) indirectly, Green Attitude mediates the effect of e-WOM and Green Product on Green Purchase Decision, but does not mediate the effect of Green Brand Image. These findings confirm that Green Attitude is a key variable capable of bridging the influence of green marketing factors on purchasing decisions.

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