Iklan Hijau dan Kepedulian Lingkungan Dalam Niat Beli Merek Hijau Melalui Rasa Bersalah
DOI:
https://doi.org/10.55587/jseb.v1i2.453Kata Kunci:
Green Advertising, Green Purchase Intention, Secondary Analysis, Environmental Concern, GuiltAbstrak
Purpose: This study develops a model linking green advertising and environmental concern to green brand purchase intention through guilt and examines the relationships supported by the available archival data.
Method: An exploratory secondary analysis was conducted using 60 respondent records from a recycled-paper advertising study involving university students in Yogyakarta. Advertising evaluation served as a limited proxy for green advertising, while guilt and purchase intention were reconstructed from conceptually relevant questionnaire items. Analyses included descriptive statistics, internal consistency assessment, regression with HC3 robust standard errors, and 10,000 bootstrap resamples. Sensitivity analysis incorporated an indicator distinguishing two respondent-order blocks.
Finding: The pooled analysis produced an indirect association of 0.483, with a 95% confidence interval of 0.247–0.683. After accounting for respondent-order blocks, this association decreased to 0.075, with an interval of −0.019–0.183. These findings indicate that the mediation evidence was unstable. Environmental concern lacked explicit indicators, preventing estimation of its proposed relationships.
Novelty: The study combines conceptual model development with transparent assessment of construct compatibility and sensitivity in archival data reuse. It demonstrates why strong pooled associations require further scrutiny before being interpreted as psychological mechanisms and identifies the measurements needed for subsequent testing of the complete model.
Unduhan
Referensi
Badavath, S., Kumar, K. P., Mathur, S., & Lavuri, R. (2024). Antecedents of Green Purchase Intention using the Theory of Planned Behavior Model: Evidence from India. Indonesian Journal of Sustainability Accounting and Management, 8(1), 274–284. https://doi.org/10.28992/ijsam.v8i1.830
Balaskas, S., Panagiotarou, A., & Rigou, M. (2023). Impact of Environmental Concern, Emotional Appeals, and Attitude toward the Advertisement on the Intention to Buy Green Products: The Case of Younger Consumer Audiences. Sustainability, 15(17), 13204. https://doi.org/10.3390/su151713204
Chaniago, C., & Nupus, H. (2021). Effect of Green Advertising, Green Product on Purchase Decisions with Brand Image as Intervening Variable Variabel. Indonesian Journal Of Business And Economics, 4(1). https://doi.org/10.25134/ijbe.v4i1.4258
Dai, J., & Sheng, G. (2022). Advertising strategies and sustainable development: The effects of green advertising appeals and subjective busyness on green purchase intention. Business Strategy and the Environment, 31(7), 3421–3436. https://doi.org/10.1002/bse.3092
Haj-Salem, N., Ishaq, M. I., & Raza, A. (2022). How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness. Journal of Retailing and Consumer Services, 68, 103062. https://doi.org/10.1016/j.jretconser.2022.103062
Hoang Yen, N. T., & Hoang, D. P. (2023). The formation of attitudes and intention towards green purchase: An analysis of internal and external mechanisms. Cogent Business & Management, 10(1), 2192844. https://doi.org/10.1080/23311975.2023.2192844
Hong, J. M., Lim, R. E., & Atkinson, L. (2021). “Doing Good” versus “Being Good”: The interplay between pride appeals and regulatory‐focused messages in green advertising. Journal of Applied Social Psychology, 51(11), 1089–1108. https://doi.org/10.1111/jasp.12826
Kamalanon, P., Chen, J. S., & Le, T. T. Y. (2022). “Why Do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior. Sustainability, 14(2), 689. https://doi.org/10.3390/su14020689
Kaur, K., Kumar, V., Syan, A. S., & Parmar, Y. (2021). Role of green advertisement authenticity in determining customers' pro‐environmental behavior. Business and Society Review, 126(2), 135–154. https://doi.org/10.1111/basr.12232
Khan, N. L., & Qureshi, I. H. (2025). Impact of Environmental Concern on Green Purchase Intention: A Mediation Model Using Green Trust. Asian Journal of Economics, Business and Accounting, 25(3), 538–550. https://doi.org/10.9734/ajeba/2025/v25i31729
Klabi, F. (2025). Factors affecting green product purchase intention in an emerging country: An empirical investigation. Social Sciences & Humanities Open, 11, 101570. https://doi.org/10.1016/j.ssaho.2025.101570
Li, D. (2025). Impact of green advertisement and environmental knowledge on intention of consumers to buy green products. BMC Psychology, 13, 220. https://doi.org/10.1186/s40359-025-02538-x
Luong, T. B. (2025). Green consumption dynamics: the power of utilitarian group influence on environmental attitudes and purchases. Social Sciences & Humanities Open, 12, 102304. https://doi.org/10.1016/j.ssaho.2025.102304
Mukherjee, B., & Chandra, B. (2022). Unravelling the differential effects of pride and guilt along with values on green intention through environmental concern and attitude. Kybernetes, 51(7), 2273–2304. https://doi.org/10.1108/k-04-2021-0336
Nascimento, J., & Loureiro, S. M. C. (2024). Understanding the desire for green consumption: Norms, emotions, and attitudes. Journal of Business Research, 178, 114675. https://doi.org/10.1016/j.jbusres.2024.114675
Nguyen-Viet, B. (2022). Understanding the Influence of Eco-label, and Green Advertising on Green Purchase Intention: The Mediating Role of Green Brand Equity. Journal of Food Products Marketing, 28(2), 87–103. https://doi.org/10.1080/10454446.2022.2043212
Peng, W., Huang, Q., Mao, B., Lun, D., Malova, E., Simmons, J. V., & Carcioppolo, N. (2023). When guilt works: a comprehensive meta-analysis of guilt appeals. Frontiers in Psychology, 14, 1201631. https://doi.org/10.3389/fpsyg.2023.1201631
Pittman, M., Oeldorf-Hirsch, A., & Brannan, A. (2022). Green Advertising on Social Media: Brand Authenticity Mediates the Effect of Different Appeals on Purchase Intent and Digital Engagement. Journal of Current Issues & Research in Advertising, 43(1), 106–121. https://doi.org/10.1080/10641734.2021.1964655
Purwoko, Fikri, M. A., Rini, P. L., & Marhadi (2025). Green Advertising, Eco Labels, Environmental Responsibility and Green Purchase Behavior: Environmental Attitude as mediation. Jurnal Manajemen Bisnis, 16(1), 281–295. https://doi.org/10.18196/mb.v16i1.25998
Sharma, N., & Paço, A. (2021). Moral disengagement: A guilt free mechanism for non-green buying behavior. Journal of Cleaner Production, 297, 126649. https://doi.org/10.1016/j.jclepro.2021.126649
Sheng, G., Xia, Q., Yue, B., & Li, Y. (2021). A Study on Green Advertising Effectiveness in the Perspective of Image Proximity. Frontiers in Psychology, 12, 568189. https://doi.org/10.3389/fpsyg.2021.568189
Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?. Business Strategy and the Environment, 30(1), 694–704. https://doi.org/10.1002/bse.2648
Testa, R., Vella, F., Rizzo, G., Schifani, G., & Migliore, G. (2024). What drives and obstacles the intention to purchase green skincare products? A study of the Italian market of green skincare products. Journal of Cleaner Production, 484, 144358. https://doi.org/10.1016/j.jclepro.2024.144358
Verleye, G., De Ruyck, A., Vermeulen, W., & Schoenaers, I. (2023). Credibility of green advertising: six elements that drive credibility in green advertising. Frontiers in Communication, 8, 1056020. https://doi.org/10.3389/fcomm.2023.1056020
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12, 644020. https://doi.org/10.3389/fpsyg.2021.644020
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2026 Nelvin Saputra Halim, Galuh Mira Galuh Mira
Artikel ini berlisensiCreative Commons Attribution-ShareAlike 4.0 International License.
