The Influence of Green Marketing Mix Perception on Organic Vegetable Purchasing Decision
Copyright © 2026 Livia Windiana, Jangkung Handoyo Mulyo, Jamhari, Lestari Rahayu Waluyati. Published by Nan Yang Academy of Sciences Pte. Ltd.
This is an open access article under the Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) License.
Abstract
This study aims to test: (1) the green marketing mix (GMM) in influencing attitudes (AT), subjective norms (SN), perceived behavioral control (PBC), purchase interest (PI), and purchase decisions (PD); (2) the influence of lifestyle (LS) on purchase interest (PI). The research employs a purposive sampling technique, selecting 220 organic vegetable consumers in Malang and Surabaya. Participants are primary decision-makers for purchases, at least 18 years old, and have purchased organic vegetables at least once in the past month. Data are analyzed using SEM with the PLS method. The findings that GMM has a positive and significant influence on AT, SN, and PBC. However, surprisingly, only PBC is significant for PI. LS is shown to have a strong influence on PI, confirming the important role of consumer LS in purchasing organic vegetables. This finding indicates that consumers’ GMM, PBC, and LS are more dominant in shaping PI than AT and SN. This paper adds two new facets to existing knowledge by adopting a unified perspective that considers how the green marketing mix elements directly and indirectly affect consumer decision-making through their attitudes, social norms and perceived behavioral control. The scientific originality of this study reveals a significant anomaly where attitude and subjective norm variables fail to predict purchase intention. This provides a new theoretical contribution that self-efficacy and lifestyle integration are far more critical determinants than mere affective preferences in the green marketing mix ecosystem.
Keywords: Green Marketing Mix, Lifestyle, Organic Vegetables, Purchasing Decision, Theory of Planned Behavior (TPB)
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