The intervening role of the image of green brands in increasing green brands’ purchasing intention of personal care product
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Author(s)SutisnaLink to ORCID Index: https://orcid.org/0009-0005-2443-3657
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Elisiyah
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UmalihayatiLink to ORCID Index: https://orcid.org/0009-0003-3250-1117
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Syamsul HidayatLink to ORCID Index: https://orcid.org/0000-0003-1896-6172
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Theresia GunawanLink to ORCID Index: https://orcid.org/0000-0001-6178-6375
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DOIhttp://dx.doi.org/10.21511/im.21(2).2025.01
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Article InfoVolume 21 2025, Issue #2, pp. 1-13
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5 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Consumer awareness of environmental issues is increasing, which impacts marketing efforts to encourage consumer buying interest. This study aims to determine the role of the image of green brands in intervening with the influence of green marketing and corporate social responsibility in increasing the purchase intention of green brands of personal care products in Indonesia. This study surveyed 200 adolescent and adult women using Google Forms. The sampling technique employed was regional sampling. The data analysis employed a structural equation model utilizing SMART-partial least square.
The study’s findings suggest that green marketing (β = 0.665, p = 0.000) and corporate social responsibility (β = 0.205, p = 0.000) are essential for establishing an image of a green brand. Additional findings indicate that green marketing (β = 0.399, p = 0.000) substantially enhances customer purchase intention, whereas corporate social responsibility (β = 0.177, p = 0.071) does not.
This study further reinforces the image of green brands as an intervening variable in the relationship between green marketing and customer purchase intention (β = 0.189, p = 0.001), while it does not serve as a mediator for corporate social responsibility (β = 0.058, p = 0.052). This research elucidates the significance of marketing managers in the effective creation of green marketing programs to enhance the image of green brands and consumer purchasing intentions.
- Keywords
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JEL Classification (Paper profile tab)M31, M37, Q56
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References44
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Tables5
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Figures2
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- Figure 1. Research model
- Figure 2. Structural model
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- Table 1. Attributes of participants
- Table 2. Loading factor of each variable
- Table 3. Reliability test
- Table 4. Model fit test
- Table 5. Hypothesis testing
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The relationship between corporate social responsibility and earnings management: accounting for endogeneity
Hyunjung Choi , Byungchul Choi ,
Jungyoon Byun
doi: http://dx.doi.org/10.21511/imfi.15(4).2018.06
Investment Management and Financial Innovations Volume 15, 2018 Issue #4 pp. 69-84 Views: 4780 Downloads: 574 TO CITE АНОТАЦІЯThis study examines the relationship between corporate social responsibility (CSR) and earnings management after controlling for endogeneity of CSR. Using a sample of non-financial firms listed on Korean Securities Market between 2002 and 2010, this study finds that ignoring endogeneity biases the estimated relation between CSR and earnings management. Specifically, the results show that the negative and significant relation between CSR commitment and discretionary accruals reported in the previous studies becomes insignificant. However, the negative and significant relation between CSR commitment and real activities manipulation remains significant even when the endogeneity of CSR commitment is taken into account. Therefore, this study provides evidence that proactive CSR engagement significantly affects firm’s practice of real activities manipulation, while it does not affect its practice of discretionary accruals. These results indicate that CSR commitment leads managers to be more responsible in management of operational activities than in accruals management.
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Perceived health risk, online retail ethics, and consumer behavior within online shopping during the COVID-19 pandemic
Yuniarti Fihartini ,
Arief Helmi ,
Meydia Hassan ,
Yevis Marty Oesman
doi: http://dx.doi.org/10.21511/im.17(3).2021.02
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Does board composition have an impact on CSR reporting?
Patrick Velte 
doi: http://dx.doi.org/10.21511/ppm.15(2).2017.02
Problems and Perspectives in Management Volume 15, 2017 Issue #2 pp. 19-35 Views: 4715 Downloads: 1751 TO CITE АНОТАЦІЯCorporate social responsibility (CSR) reporting plays a key role in management control, particularly in light of the increased demand for non-financial reporting after the financial crisis of 2008–2009. This literature review evaluates 47 empirical studies that concentrate on the influence of several board composition variables on the quantity and quality of CSR reporting. The author briefly introduces the research framework that underpins current empirical studies in this field. This is followed by a discussion of the main variables of board composition: (1) committees (audit and CSR committees), (2) board independence, (3) board expertise, (4) CEO duality, (5) board diversity (gender and foreign diversity), (6) board activity, and (7) board size. The author, then, summarizes the key findings, discusses the limitations of the existing research and offers useful recommendations for researchers, firm practice and regulators.
