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Abstract

In the modern era, increasing environmental concerns have driven a rising trend in green marketing, including the development of eco-friendly products. This study seeks to investigate the direct impact of environmentally friendly marketing on consumer purchasing decisions, considering the role of social media marketing and product uniqueness. Data for this research the data was gathered via survey responses distributed to customers of Kedai My Fodee. The study adopted a non-probability sampling approach, specifically employing purposive sampling for participant selection. A total of 107 respondents took part in the survey. The collected The data were examined using Structural Equation Modeling (SEM) with Smart-PLS software, version 4.0. The findings show that social media marketing, green marketing and purchase decision are very important to increase purchase decision, because they have a direct effect. Therefore, companies that want to increase sales of their products can utilize social media marketing as a means to enhance consumer awareness of environmental issues, product uniqueness, and consumer trust in their brand.

Keywords

Social Media Marketing green marketing product uniqueness Purchase Decisions

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Copyright (c) 2025 JER

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