Green Marketing and Brand Credibility: Influencing Eco-Conscious Consumer Behaviour in Indonesia’s Plastic Waste Market

DOI

10.2991/978-94-6463-758-8_50How to use a DOI?

Keywords

Green Marketing; Environmental Awareness; Brand Credibility; Consumer Behaviour; Sustainability; Indonesia

Abstract

This study investigates the influence of green marketing strategies, environmental awareness, and brand credibility on consumer purchasing behaviour towards plastic waste-generating products in Indonesia. Using a quantitative approach, data were collected from 200 respondents through a structured survey, and multiple regression analysis was applied to examine the relationships between the variables. The findings reveal that green marketing significantly influences consumer behaviour, suggesting that consumers respond favourably to eco-friendly marketing efforts. Environmental awareness also emerged as a key driver, with consumers who are more knowledgeable about environmental issues demonstrating a greater likelihood of purchasing products aligned with their ecological values. Brand credibility further amplifies this effect, as consumers are more inclined to trust and purchase from brands with reliable and transparent sustainability claims. Despite the low reliability scores for the survey constructs, the results highlight the growing importance of sustainability in consumer decision-making within emerging markets. These findings offer practical insights for marketers seeking to engage eco-conscious consumers and for policymakers aiming to promote more sustainable consumption patterns. Future research could address the limitations of survey reliability and explore the long-term impacts of green marketing strategies.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ismail Ismail
PY  - 2025
DA  - 2025/07/30
TI  - Green Marketing and Brand Credibility: Influencing Eco-Conscious Consumer Behaviour in Indonesia’s Plastic Waste Market
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 582
EP  - 593
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_50
DO  - 10.2991/978-94-6463-758-8_50
ID  - Ismail2025
ER  -