The Effect of Green Marketing on Purchase Intention and Actual Purchase Behavior of Organic Rice Products

Abstract

The growing global awareness of environmental sustainability has encouraged agribusiness actors to adopt green marketing strategies, particularly in promoting organic rice products. This study aims to analyze the effect of green marketing on purchase intention and its impact on actual purchase behavior of organic rice consumers in Semarang, Indonesia. A quantitative explanatory survey approach was employed using purposive sampling with 150 respondents who had purchased or were interested in organic rice products. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS. The results indicate that all constructs meet the criteria for validity and reliability, with outer loadings above 0.70, composite reliability above 0.70, and AVE above 0.50. Structural model testing reveals that green marketing has a positive and significant effect on purchase intention (β = 0.170; p < 0.05). Furthermore, purchase intention significantly influences actual purchase behavior (β = 0.407; p < 0.001), demonstrating that intention plays a crucial mediating role in translating sustainability-based marketing strategies into real purchasing decisions. These findings suggest that effective green marketing implementation can enhance consumer purchase intention, which subsequently increases actual buying behavior. Practically, agribusiness actors should optimize digital green marketing communication, especially through visual-based social media platforms, to strengthen consumer engagement and expand the market for organic rice products. This study contributes to the literature on green marketing in staple food agribusiness by emphasizing the importance of purchase intention in environmentally responsible consumption behavior.