Enhancing Green Product Purchase Intentions through Green Advertising in a Circular Economy

Abstract

Green Advertising as part of the implementation of green marketing has received significant attention from companies in promoting their products. By understanding how green advertising influences purchasing decisions, companies can adjust their strategies to meet market demand for environmentally friendly products. This study aims to explore the impact of green advertising on Green Product Purchase Intention using consumers of Teh Botol Sosro in carton packaging in Makassar. The sample was determined using purposive sampling, and simple linear regression was used as the analytical tool to determine the effect of green advertising on Green Product Purchase Intention. The research findings indicate that Green Advertising significantly affects the intention to purchase green products, although its impact is relatively small. While Green Advertising contributes positively to purchase intention, most of the variation in intention is influenced by factors not included in the research model. Significance testing results show that the influence of Green Advertising is real and important. In other words, although the contribution of Green Advertising is not substantial, it still plays a significant role in shaping Green Product Purchase Intention.