Increasing Brand Awareness: Health Knowledge, Environmental Focus and Green Innovation
Abstract
This study's objective is to establish, evaluate, and advance health information that can serve as a mediator between green innovation, brand awareness, and an environmental focus. The nature of this investigation is causal. Each individual in the sample was 200. Using SEM (partial least squares), the data was processed (PLS). Health Knowledge (X3), Environmental Focus Variable (X1), and Green Innovation (X2) all have an effect on brand awareness, according to the findings of this study (Y). Nevertheless, the impact of the health knowledge variable (X3) as a mediating factor between environmental focus (X1) and brand awareness (Y) is non-significant. With the intention of increasing customer brand awareness for green firms, this research suggests that business professionals should be guided toward environmentally focused initiatives and green innovation. A corporation or organization can encourage consumers to utilize itself by gaining greater recognition from them through the promotion of brand awareness.
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Richey, R. G., Musgrove, C. F., Gillison, S. T., & Gabler, C. B. (2014). The effects of environmental focus and program timing on green marketing performance and the moderating role of resource commitment. Industrial Marketing Management, 43(7), 1246–1257. https://doi.org/10.1016/j.indmarman.2014.06.014
Safi, A. (2013). Corporate Social Responsibility and Consumer Behavior: A Study from Pakistan. Information Management and Business Review, 5(4), 194–202. https://doi.org/10.22610/imbr.v5i4.1043
Schmidt, H. J., & Redler, J. (2018). How diverse is corporate brand management research? Comparing schools of corporate brand management with approaches to corporate strategy. Journal of Product and Brand Management, 27(2), 185–202. https://doi.org/10.1108/JPBM-05-2017-1473
Shin, S., & Ki, E. J. (2019). The effects of congruency of environmental issue and product category and green reputation on consumer responses toward green advertising. Management Decision, 57(3), 606–620. https://doi.org/10.1108/MD-01-2017-0043
Simão, L., & Lisboa, A. (2017). Green Marketing and Green Brand – The Toyota Case. Procedia Manufacturing, 12(December 2016), 183–194. https://doi.org/10.1016/j.promfg.2017.08.023
Sohaib, M., Wang, Y., Iqbal, K., & Han, H. (2022). Nature-based solutions, mental health, well-being, price fairness, attitude, loyalty, and evangelism for green brands in the hotel context. International Journal of Hospitality Management, 101(December 2021), 103126. https://doi.org/10.1016/j.ijhm.2021.103126
Spence, M. (1973). Job Market Signaling*. The Quarterly Journal of Economics, 87(3), 355–374. https://doi.org/10.2307/1882010
Tanford, S. (2020). Priming social media and framing cause-related marketing to promote sustainable hotel choice. Journal of Sustainable Tourism, 28(11), 1762–1781. https://doi.org/10.1080/09669582.2020.1760287
Tosi, H. L., & Slocum, J. W. (1973). Organizational design: A contingency approach. A model for organic management design. Business Horizons, 16(2), 59–68. https://doi.org/10.1016/S0007-6813(73)80011-4
Wardhani, R. K., Jaya, S. T., & Fauziyah, N. (2019). Hubungan Pengetahuan Ibu Tentang Personal Correlation of Mother ’ S Knowledge About Development. Jurnal Ilmiah Pamenang, 1(1), 39–44.
Wymer, W., & Polonsky, M. J. (2015). The Limitations and Potentialities of Green Marketing. Journal of Nonprofit and Public Sector Marketing, 27(3), 239–262. https://doi.org/10.1080/10495142.2015.1053341
Yang, W. (2022). Artificial Intelligence education for young children: Why, what, and how in curriculum design and implementation. Computers and Education: Artificial Intelligence, 3(January), 100061. https://doi.org/10.1016/j.caeai.2022.100061
Zheng, G. W., Siddik, A. B., Masukujjaman, M., Alam, S. S., & Akter, A. (2021). Perceived environmental responsibilities and green buying behavior: The mediating effect of attitude. Sustainability (Switzerland), 13(1), 1–27. https://doi.org/10.3390/su13010035
Afridi, S. A., Afsar, B., Shahjehan, A., Khan, W., Rehman, Z. U., & Khan, M. A. S. (2020). Impact of corporate social responsibility attributions on employee’s extraâ€role behaviors: Moderating role of ethical corporate identity and interpersonal trust. Corporate Social Responsibility and Environmental Management.
Alniacik, U., & Yilmaz, C. (2012). the Effectiveness of Green Advertising: Influences of Claim Specificity, Product’S Environmental Relevance and Consumers’ Pro-Environmental Orientation. Amfiteatru Economic, 14(31), 207–222.
Connelly, B. L., Certo, S. T., Ireland, R. D., & Reutzel, C. R. (2010). Signaling Theory: A Review and Assessment. Journal of Management, 37(1), 39–67. https://doi.org/10.1177/0149206310388419
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76(March 2018), 271–285. https://doi.org/10.1016/j.ijhm.2018.05.016
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Han, H. (2020). Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products. Business Strategy and the Environment, 29(6), 2815–2828. https://doi.org/10.1002/bse.2545
Hasanah, N., & Ansori, M. N. (2014). Hubungan Tingkat Pengetahuan Ibu Dengan Perkembangan Motorik Kasar Anak Usia ( 3 - 5 Th ). Jurnal Kebidanan, 6(2), 7. https://doi.org/10.30736/midpro.v6i2.42
Hoang, P. D., Ta, T. D., & Bui, H.-Y. T. (2022). Exploring the effects of brand risk management activities on brand security: a perspective from innovation stimulus as a moderator. Journal of Contemporary Marketing Science, 5(3), 266–290. https://doi.org/10.1108/jcmars-10-2021-0034
Kautish, P. (2020). Determinants of pro-environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market. Business Strategy and Development, 3(1), 112–127. https://doi.org/10.1002/bsd2.82
Kenkel, D. S. (1991). Health behavior, health knowledge, and schooling. Journal of Political Economy, 99(2), 287–305.
Khan, S., Du, J., Malik, H. A., Anuar, M. M., Pradana, M., & Yaacob, M. R. Bin. (2022). Green innovation practices and consumer resistance to green innovation products: Moderating role of environmental knowledge and pro-environmental behavior. Journal of Innovation and Knowledge, 7(4). https://doi.org/10.1016/j.jik.2022.100280
Kirmani, A., & Rao, A. R. (2000). No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality. Journal of Marketing, 64(2), 66–79. https://doi.org/10.1509/jmkg.64.2.66.18000
Kyu Kim, Y., Yim, M. Y. C., Kim, E., & Reeves, W. (2020). Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media. Journal of Research in Interactive Marketing, 15(1), 30–48. https://doi.org/10.1108/JRIM-10-2019-0171
Larbi-Siaw, O., Xuhua, H., & Ofori Donkor, D. (2023). Attaining sustainable business performance via eco-innovation under ecological regulatory stringency and market turbulence. Journal of Cleaner Production, 394, 136404. https://doi.org/https://doi.org/10.1016/j.jclepro.2023.136404
Lin, W. L., Ho, J. A., Sambasivan, M., Yip, N., & Mohamed, A. Bin. (2021). Influence of green innovation strategy on brand value: The role of marketing capability and R&D intensity. Technological Forecasting and Social Change, 171, 120946. https://doi.org/https://doi.org/10.1016/j.techfore.2021.120946
Musgrove, C. (Casey) F., Choi, P., & Chris Cox, K. (2018). Consumer Perceptions of Green Marketing Claims: An Examination of the Relationships with Type of Claim and Corporate Credibility. Services Marketing Quarterly, 39(4), 277–292. https://doi.org/10.1080/15332969.2018.1514794
Nguyen, N., & Johnson, L. W. (2020). Consumer behaviour and environmental sustainability. Journal of Consumer Behaviour, 19(6), 539–541. https://doi.org/10.1002/cb.1892
Oyemomi, O., Liu, S., Neaga, I., Chen, H., & Nakpodia, F. (2019). How cultural impact on knowledge sharing contributes to organizational performance: Using the fsQCA approach. Journal of Business Research, 94(February), 313–319. https://doi.org/10.1016/j.jbusres.2018.02.027
Polonsky, M. J. (2011). Transformative Green Marketing : Impediments and Opportunities. Journal of Business Research, 64(12), 1311–1319.
Richey, R. G., Musgrove, C. F., Gillison, S. T., & Gabler, C. B. (2014). The effects of environmental focus and program timing on green marketing performance and the moderating role of resource commitment. Industrial Marketing Management, 43(7), 1246–1257. https://doi.org/10.1016/j.indmarman.2014.06.014
Safi, A. (2013). Corporate Social Responsibility and Consumer Behavior: A Study from Pakistan. Information Management and Business Review, 5(4), 194–202. https://doi.org/10.22610/imbr.v5i4.1043
Schmidt, H. J., & Redler, J. (2018). How diverse is corporate brand management research? Comparing schools of corporate brand management with approaches to corporate strategy. Journal of Product and Brand Management, 27(2), 185–202. https://doi.org/10.1108/JPBM-05-2017-1473
Shin, S., & Ki, E. J. (2019). The effects of congruency of environmental issue and product category and green reputation on consumer responses toward green advertising. Management Decision, 57(3), 606–620. https://doi.org/10.1108/MD-01-2017-0043
Simão, L., & Lisboa, A. (2017). Green Marketing and Green Brand – The Toyota Case. Procedia Manufacturing, 12(December 2016), 183–194. https://doi.org/10.1016/j.promfg.2017.08.023
Sohaib, M., Wang, Y., Iqbal, K., & Han, H. (2022). Nature-based solutions, mental health, well-being, price fairness, attitude, loyalty, and evangelism for green brands in the hotel context. International Journal of Hospitality Management, 101(December 2021), 103126. https://doi.org/10.1016/j.ijhm.2021.103126
Spence, M. (1973). Job Market Signaling*. The Quarterly Journal of Economics, 87(3), 355–374. https://doi.org/10.2307/1882010
Tanford, S. (2020). Priming social media and framing cause-related marketing to promote sustainable hotel choice. Journal of Sustainable Tourism, 28(11), 1762–1781. https://doi.org/10.1080/09669582.2020.1760287
Tosi, H. L., & Slocum, J. W. (1973). Organizational design: A contingency approach. A model for organic management design. Business Horizons, 16(2), 59–68. https://doi.org/10.1016/S0007-6813(73)80011-4
Wardhani, R. K., Jaya, S. T., & Fauziyah, N. (2019). Hubungan Pengetahuan Ibu Tentang Personal Correlation of Mother ’ S Knowledge About Development. Jurnal Ilmiah Pamenang, 1(1), 39–44.
Wymer, W., & Polonsky, M. J. (2015). The Limitations and Potentialities of Green Marketing. Journal of Nonprofit and Public Sector Marketing, 27(3), 239–262. https://doi.org/10.1080/10495142.2015.1053341
Yang, W. (2022). Artificial Intelligence education for young children: Why, what, and how in curriculum design and implementation. Computers and Education: Artificial Intelligence, 3(January), 100061. https://doi.org/10.1016/j.caeai.2022.100061
Zheng, G. W., Siddik, A. B., Masukujjaman, M., Alam, S. S., & Akter, A. (2021). Perceived environmental responsibilities and green buying behavior: The mediating effect of attitude. Sustainability (Switzerland), 13(1), 1–27. https://doi.org/10.3390/su13010035
Published
2024-05-31
How to Cite
PUTRI, Yulia Hamdaini; MAVILINDA, hera febria; KUMALASARI, Farida.
Increasing Brand Awareness: Health Knowledge, Environmental Focus and Green Innovation.
JMK (Jurnal Manajemen dan Kewirausahaan), [S.l.], v. 9, n. 2, p. 199-213, may 2024.
ISSN 2656-0771.
Available at: <https://ejournal.uniska-kediri.ac.id/index.php/ManajemenKewirausahaan/article/view/5102>. Date accessed: 21 dec. 2024.
doi: https://doi.org/10.32503/jmk.v9i2.5102.
Issue
Section
Artikel Ilmiah
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