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The Influence of Green Marketing Mix Perception on Organic Vegetable Purchasing Decision

Livia Windiana, Jangkung Handoyo Mulyo, Nor Aidillah Jamhari, Lestari Rahayu Waluyati
October 6, 2026
Published Date

Research Abstract & Technology Focus

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.
Marketing Purchasing Affect (linguistics) Perception Marketing mix Business
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Frequently Asked Questions (FAQ)

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What is the core focus of the research titled 'The Influence of Green Marketing Mix Perception on Organic Vegetable Purchasing Decision'?

This literature focuses on: 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 purcha...

Are there open-source GitHub repositories related to The Influence of Green Marketing Mix Perception on Organic Vegetable Purchasing Decision?

Yes, open-source projects like LeoYeAI/openclaw-master-skills (🧠 Curated collection of 339+ best OpenClaw skills — weekly updated by MyClaw.ai from ClawHub, GitHub & community. AI, productivity, dev, marketing...) are actively building upon these concepts.

Which startups are commercializing the technology behind The Influence of Green Marketing Mix Perception on Organic Vegetable Purchasing Decision?

Products like Gauge are bringing this to market. Their focus is: Your marketing agent for organic, paid, and AI search.

Are there commercial applications of 'The Influence of Green Marketing Mix Perception on Organic Vegetable Purchasing Decision' in market news publications?

Yes, highly correlated activity was mapped. An entry titled 'Green Chef Meal Kit Review (2026): Great Ingredients, Layered Flavor' discusses this: HelloFresh’s organic meal kit Green Chef offers transparent sourcing, layered cooking, and trustworthy gluten-free dishes.

What other academic literature is closely related to 'The Influence of Green Marketing Mix Perception on Organic Vegetable Purchasing Decision'?

Yes, highly correlated activity was mapped. An entry titled 'Green brand identity and B2B channel partners' tactical green marketing orientation: Moderating effect of brand governance' discusses this: No description provided.

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