How Environmental Concern and Awareness Influence Eco-Friendly Purchasing Decisions on Tokopedia Hijau: The Mediating Role of Green Brand Image

International Conference on Business Economics, Entrepreneurship, and Social Sciences (ICBEESS) 2026 Open access

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Authors: Nisrina Hamid, An Najjar Madjiani Tharir, Selvi Rizki, Muhammad Rizaldi Makmur
DOI: 10.4108/eai.1-8-2024.2354868
Cited by: 0
References: 2

Abstract

The purpose of this study is to examine how consumer behaviour towards environmental responsibility and awareness is mediated by green brand image. Respondents completed 180 surveys and sold two items to Eco-Friendly in Daring Diminta with the help of Tokopedia Hijau. The SEM-PLS model was used to a

Fields of Study & Subjects

Environmental Sustainability in Business Sustainable Supply Chain Management Consumer Behavior and Marketing Influence

Publication details

Journal / source
International Conference on Business Economics, Entrepreneurship, and Social Sciences (ICBEESS)
Publication date
1 January 2026
Language
EN