Green storytelling marketing: influencing consumer purchase decision through environmental consciousness
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Keywords:
Green Storytelling, Green Marketing, Environmental Consciousness, Purchase Decision, Sustainability
Abstract
This research is useful for the development of marketing communication science. In addition to academic benefits, this research also plays a role in strengthening the green marketing industry which emphasizes environmental sustainability in its marketing activities. This research uses a quantitative method for followers of the Instagram account @Sustaination (N=338). Participants are account followers who have purchased composter products and carried out composting activities. The results show that green storytelling marketing activities can have a direct influence on purchasing decisions for composter products. In addition, the influence of green storytelling marketing can also effect on purchase decision through environmental consciousness. This is because green storytelling marketing can affect the affective, cognitive, and dispositional dimensions of environmental consciousness. In green storytelling marketing, there is information and knowledge conveyed through the stories displayed. This can then help influence the active dimension in which there is an element of purchasing green products. This is the reason green storytelling marketing through environmental consciousness can influence the purchase decision of composter products.
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Alexander, B. (2017). The New Digital Storytelling: Creating Narratives with New Media (Vol. 1). Santa Barbara: Praeger.
Amlani, A., Bertels, S., & Hadler, T. (2016). Storytelling for Sustainability. Retrieved from Figshare.com Storytelling for Sustainability. https://doi.org/10.6084/m9.figshare.3439517.v1.
Aprilisya, N., Kerti Yasa, N., & Giantari, I. (2017). Peran Sikap Memediasi Pengaruh Pemasaran Hijau terhadap Niat Beli Produk Ramah Lingkungan. E-Jurnal Manajemen Unud, 6(4).1701 – 1728.
Ariescy, R. R., Amriel, E. E. Y., & Anindita, R. (2019). Pengaruh Iklan Hijau Dan Kesadaran Lingkungan Terhadap Minat Beli Dan Keputusan Pembelian Air Mineral Merek Ades Di Kabupaten Jember. Jurnal MEBIS (Manajemen Dan Bisnis) 4(2). 142–149. https://doi.org/10.33005/mebis.v4i2.64.
Arikunto, S. (2010). Prosedur Penelitian Suatu Pendekatan Praktik. Jakarta: Rineka Cipta.
Awang, Z., (2012). Structural Equation Modeling (SEM) Using AMOS Graphic. Shah Alam: Penerbit Universiti Teknologi Mara.
Bernier, A. (2020). Sustainability Storytelling Is Not Just Telling Stories About Sustainability. In Encyclopedia of the World’s Biomes 5(5).430 – 437. https://doi.org/10.1016/B978-0-12-409548-9.12133-5.
Ching, R. K. H., Tong, P., Chen, J. S., & Chen, H. Y. (2013). Narrative Online Advertising: Identification And Its Effects On Attitude Toward A Product. Internet Research, 23(4). 441 – 438. https://doi.org/10.1108/IntR-04-2012-0077.
Collier, J. E. (2020). Applied Structural Equation Modeling Using AMOS. In Applied Structural Equation Modeling Using AMOS. https://doi.org/10.4324/9781003018414.
Cron, L. (2012). Wired for Story: The Writer’s Guide to Using Brain Science to Hook Readers from the Very First Sentence. Brekeley: Ten Speed Press.
Dahlen, M., & Rosengren, S. (2016). If Advertising Won’t Die, What Will It Be? Toward a Working Definition of Advertising. Journal of Advertising, 45(3). 334 – 345. https://doi.org/10.1080/00913367.2016.1172387.
Denning, S. (2011). The Leader’s Guide to Storytelling. Jossey Bass.
Elmada, et al., (2020). Enhancing the Awareness of Food Waste Management Through the Digital World. Prosiding PKM-CSR 3(1). 489 – 497.https://doi.org/10.37695/pkmcsr.v3i0.794.
Jamanti, R. (2014). Pengaruh Berita Banjir Di Koran Kaltim Terhadap Kesadaran Lingkungan Masyarakat Kelurahan Temindung Permai Samarinda. EJournal Ilmu Komunikas 2(1). 17 – 33.
Jones, P., & Comfort, D. (2018). Storytelling and Sustainability Reporting: An Exploratory Study of Leading US Retailers. Athens Journal of Business & Economics, 4(2). 147 – 162. https://doi.org/10.30958/ajbe.4.2.2.
Kotler, P., & Keller, K., L., (2012). Marketing Manangement. New Jersey: Pearson. Kotler, P., & Armstrong, G. (2014). Principles of Marketing (15th ed.). Pearson.
Kriswanto, E. S. (2013). Kesadaran Mahasiswa Fakultas Ilmu Keolahragaan Universitas Negeri Yogyakarta Terhadap Kesehatan Lingkungan Kampus. MEDIKORA 11(2). 205 – 218.
Kriyantono, R. (2012). Public Relations Writing Teknik Produksi Media Public Relations dan Publisitas Korporat. Kencana Prenada Media.
LIPI. (2020). Peningkatan Sampah Plastik dari Belanja Online dan Delivery Selama PSBB. Lembaga Ilmu Pengetahuan Indonesia.
Malhotra, N. K. (2011). Basic Marketing Research Integration of Social Media. New Jersey: Pearson.
Rizkia, R., & Oktafani, F. (2020). The Effect Of Storytelling Marketing On Purchasing Decisions Through Brand Equity As Intervening Variable On Gojek In Jakarta. International Journal of Management, Entrepreneurship, Social Science and Humanities, 3(1). 48 – 55. https://doi.org/10.31098/ijmesh.v3i1.190.
Sánchez, M. J., & Lafuente, R. (2010). Defining And Measuring Environmental Consciousness. In Revista Internacional de Sociologia 68(3). 731 – 755. https://doi.org/10.3989/ris.2008.11.03.
Singh, P. (2012). Green Marketing: Opportunity for Innovation and Sustainable Development. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1636622.
Sustaination. (2020a). Our Campaign. https://sustaination.id/our-campaign/
Sustaination. (2020b). Our Story. https://sustaination.id/our-story/
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental Consciousness And Organic Food Purchase Intention: A Moderated Mediation Model Of Perceived Food Quality And Price Sensitivity. International Journal of Environmental Research and Public Health, 17(3). https://doi.org/10.3390/ijerph17030850.
Published
2022-02-15
How to Cite
Lauwrensia, A. P., & Ariestya, A. (2022). Green storytelling marketing: influencing consumer purchase decision through environmental consciousness. Jurnal Komunikasi Profesional, 6(1), 039-055. Retrieved from https://ejournal.unitomo.ac.id/index.php/jkp/article/view/4468
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