The effect of sustainable marketing analysis on purchasing decisions with buying intention as a mediation: evidence from zero waste shop in Indonesia
Abstract
The rapid social change in the world through global economic turmoil, social inequality, and degradation of the natural context triggered an increase in criticism of the marketing approach oriented towards the dimension of profit alone. The concept of modern marketing requires rebranding with sustainability issues, namely the sustainable marketing model. Marketers must present to consumers an active and responsible management attitude and openness and honesty in market communication. This study aims to investigate the influence of the application of sustainable marketing on purchasing decisions in zero waste shops, where purchase intention is a mediator. The dimensions of sustainable marketing include customer solution, customer cost, communication, and convenience. Quantitative research was undertaken by distributing survey questionnaires via google forms online. A total of 193 respondents were obtained from distributing questionnaires in Jakarta. The data was analyzed using Structural Equation Modelling-Partial Least Square (SEM-PLS). The analyses have proven that sustainable marketing positively affects purchase intention and purchase decisions. Purchase intention has a positive effect on purchase decision dan has functioned effectively as a mediator between sustainable marketing and purchase decision. This study contributes to a long-term-oriented marketing strategy by looking at the dynamics of healthy lifestyle changes that must be done quickly.
Keyword : zero waste, purchasing decision, buying intention, SEM PLS, consumer behavior
How to Cite
Maulidah, S., Ekawati, A. D., Faizal, F., Nasikh, Sahro, H., & Shaleh, M. I. (2024). The effect of sustainable marketing analysis on purchasing decisions with buying intention as a mediation: evidence from zero waste shop in Indonesia. Business: Theory and Practice, 25(1), 278–285. https://doi.org/10.3846/btp.2024.19317
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Trivedi, K., Trivedi, P., & Goswami, V. (2018). Sustainable marketing strategies: Creating business value by meeting consumer expectation. International Journal of Management, Economics and Social Sciences, 7(2).
Tully, S. M., & Winer, R. S. (2014). The role of the beneficiary in willingness to pay for socially responsible products: A meta-analysis. Journal of Retailing, 90(2), 255–274. https://doi.org/10.1016/j.jretai.2014.03.004
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Yusup, F. (2018). Uji validitas dan reliabilitas instrumen penelitian kuantitatif. Jurnal Tarbiyah, 7(1), 17–23. https://doi.org/10.21831/jorpres.v13i1.12884
Agustin, C., & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, 42(1), 96–108. https://doi.org/10.1509/jmkr.42.1.96.56961
Aliansi Organis Pertanian. (2017). Statistik Pertanian Organik Indonesia 2016. Alianso Organis Indonesia.
Apuke, O. D. (2017). Quantitative research methods: A synopsis approach. Kuwait Chapter of Arabian Journal of Business and Management Review, 6(11), 40–47. https://doi.org/10.12816/0040336
Ariani, M. (2020). Antisipasi Menyikapi Pergeseran Perilaku Konsumsi Pangan pada Masa Pandemi Covid-19. Pusat Sosial Ekonomi Dan Kebijakan Pertanian, May.
Aswatini. (2011). Sumber dan Koleksi Data (Bidang IPS). M. B. Imron, I. S. Zahroh, Anisah, & Y. Pradanatama (eds.). Pusbindiklat Peneliti LIPI Kompleks.
Bagui, B. E., & Arellano, L. R. A. C. (2021). Zero waste store: A way to promote environment-friendly living. International Journal of Qualitative Research, 1(2), 150–155. https://doi.org/10.47540/ijqr.v1i2.373
Belz, F. M., & Peattie, K. (2009). Sustainability marketing. Wiley & Sons.
Belz, F. M., & Peattie, K. (2012). Sustainability marketing (2nd ed.). Wiley & Sons.
Cooper, D. R., & Schindler, P. S. (2014). Business research methods (12th ed.). McGraw-Hill Education.
Daryanto, A. (2008). Instrumen Penelitian. Universitas Pendidikan Indonesia.
Dash, G., & Paul, J. (2021). CB-SEM vs PLS-SEM methods for research in social sciences and technology forecasting. Technological Forecasting and Social Change, 173(July), Article 121092. https://doi.org/10.1016/j.techfore.2021.121092
Dinas Kominfo Provinsi Jawa Timur. (2017). Kesadaran Konsumen Konsumsi Produk Ramah Lingkungan Meningkat. Dunas Kominfo Provinsi Jawa Timur.
do Valle, P. O., & Assaker, G. (2016). Using partial least squares structural equation modeling in tourism research: A review of past research and recommendations for future applications. Journal of Travel Research, 55(6), 695–708. https://doi.org/10.1177/0047287515569779
Farhud, D. D. (2018). Impact of life-style on health and physical capability: A data mining approach. ACM International Conference Proceeding Series, 2018-March(11), 119–124. https://doi.org/10.1145/3177148.3180101
Fidersek, A. (2015). Towards zero waste grocery retail in Scotland: Merging sustainable purchase intentions with actual purchase behavior. International Retail Marketing.
Ghozali, I. (2006). Aplikasi Analisis Multivariate dengan Program SPSS (Edisi Ke 4). Badan Penerbit Universitas Diponegoro.
Ghozali, I., & Latan, H. (2017). Partial least square: Konsep, Metode, Dan Aplikasi Menggunakan Program Warppls 5.0. Universitas Diponegoro.
Goodhue, D. L., Lewis, W., & Thompson, R. (2012). Does PLS have advantages for small sample size or non-normal data? Appendix A. Results for Studies, 36(3), 1–16. https://doi.org/10.2307/41703490
Grimmelt, A., Magni, M., & Rodriguez, A. (2020). McKinsey 2020 global consumer sentiment survey: A tale of two segments. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/mckinsey-2020-global-consumer-sentiment-survey-a-tale-of-two-segments
Ha-Brookshire, J. E., & Norum, P. S. (2011). Willingness to pay for socially responsible products: Case of cotton apparel. Journal of Consumer Marketing, 28(5), 344–353. https://doi.org/10.1108/07363761111149992
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). Sage.
Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2018). Advanced issues in partial least squares structural equation modeling. Sage Publications, Inc. https://doi.org/10.1007/978-3-319-05542-8_15-1
Haryono, T. (2010). Pentingnya Menjaga Dan Meningkatkan Hubungan Baik Dengan Konsumen Dalam Masa Krisis. JEJAK: Jurnal Ekonomi Dan Kebijakan, 3(1), 75–82.
Hayman, L. L., & Worel, J. N. (2014). Healthy lifestyle behaviors the importance of individual and population approaches. Journal of Cardiovascular Nursing, 29(6), 477–478. https://doi.org/10.1097/JCN.0000000000000199
Heineke, E. F. B., Balta-Ozkan, N., & Reefke, H. (2017). The prospects of zero-packaging grocery stores to improve the social and environmental impacts of the food supply chain. Journal of Cleaner Production, 140, 1528–1541. https://doi.org/10.1016/j.jclepro.2016.09.227
Henry-Unaeze, H. N., & Okonkwo, C. N. (2011). Food consumption pattern and calcium status of adolescents in Nnewi, Nigeria. Pakistan Journal of Nutrition, 10(4), 317–321. https://doi.org/10.3923/pjn.2011.317.321
Jonsson, L., Larsson, C., Berg, C., Korp, P., & Lindgren, E. C. (2017). What undermines healthy habits with regard to physical activity and food? Voices of adolescents in a disadvantaged community. International Journal of Qualitative Studies on Health and Well-Being, 12(1). https://doi.org/10.1080/17482631.2017.1333901
Kock, N. (2020). WarpPLS User Manual: Version 7.0. ScriptWarp Systems.
Kumar, V, Rahman, Z., & Kazmi, A. A. (2013). Sustainability marketing strategy: An analysis of recent literature. Global Business Review, 14(4), 601–625. https://doi.org/10.1177/0972150913501598
Kumar, V., Rahman, Z., Kazmi, A. A., & Goyal, P. (2012). Evolution of sustainability as marketing strategy: Beginning of new era. Procedia – Social and Behavioral Sciences, 37, 482–489. https://doi.org/10.1016/j.sbspro.2012.03.313
Maulidah, S. (2012). Pengantar Manajemen Agribisnis. Universitas Brawijaya Press.
Memon, M. A., T., R., Cheah, J.-H., Ting, H., Chuah, F., & Cham, T. H. (2021). Pls-Sem statistical programs: A review. Journal of Applied Structural Equation Modeling, 5(1), i–xiv. https://doi.org/10.47263/JASEM.5(1)06
Monecke, A., & Leisch, F. (2012). semPLS: Structural Equation Modeling using Partial Least Squares. Journal of Statistical Software, 48(3), 1–31. https://doi.org/10.18637/jss.v048.i03
Puspitasari, R. (2016). Pola Hidup Sehat Menurut AL-QUR’AN (Kajian Mawd Terhadap Ayat-ayat Kesehatan). Sekolah Tinggi Agama Islam Negeri Kediri.
Queiros, A., Faria, D., & Almeida, F. (2017). Strengths and limitations of qualitative and quantitative research methods. European Journal of Education Studies, 3(9), 369–387. https://doi.org/10.5281/zenodo.887089
Sarwono, J., & Narimawati, U. (2015). Membuat Skripsi, Tesis dan Disertasi dengan Partial Least Square SEM (PLS-SEM). Penerbit ANDI.
Seretny, M., & Seretny, A. (2012). Sustainable marketing – A new era in the responsible marketing development. Foundations of Management, 4(2), 63–76. https://doi.org/10.2478/fman-2013-0011
Setiabudi, A., Mulyadi, & Puspita, H. (2019). An analysis of validity and reliability of a teacher-made test (Case Study at XI Grade of SMA N 6 Bengkulu). Journal of English Education and Teaching (JEET), 3(4), 522–532. https://doi.org/10.33369/jeet.3.4.522-532
Solimun, Fernandes, A. A. R., & Nurjannah. (2017). Metode Statistika Multivariat Pemodelan Persamaan Struktural (SEM) Pendekatan WarpPLS. Universitas Brawijaya Press.
Sudaryono, Rahardja, U., Aini, Q., Isma Graha, Y., & Lutfiani, N. (2019). Validity of test instruments. Journal of Physics: Conference Series, 1364(1). https://doi.org/10.1088/1742-6596/1364/1/012050
Sugiyono. (2015). Metode penelitian kuantitatif, kualitatif dan kombinasi (mixed methods). Alfabeta.
Taherdoost, H. (2018). Validity and reliability of the research instrument; how to test the validation of a questionnaire/survey in a research. SSRN Electronic Journal, January 2016. https://doi.org/10.2139/ssrn.3205040
Trivedi, K., Trivedi, P., & Goswami, V. (2018). Sustainable marketing strategies: Creating business value by meeting consumer expectation. International Journal of Management, Economics and Social Sciences, 7(2).
Tully, S. M., & Winer, R. S. (2014). The role of the beneficiary in willingness to pay for socially responsible products: A meta-analysis. Journal of Retailing, 90(2), 255–274. https://doi.org/10.1016/j.jretai.2014.03.004
WWF. (2017). Acceptance of environmentally friendly products in Indonesia. WWF.
Yusup, F. (2018). Uji validitas dan reliabilitas instrumen penelitian kuantitatif. Jurnal Tarbiyah, 7(1), 17–23. https://doi.org/10.21831/jorpres.v13i1.12884