Eco-Label, Eco-Brand, and Environmental Advertisement: Which Factor Has the Greatest Influence on the Purchasing Decision of Bottled Water in Bandar Lampung?

The increasing consumer awareness of environmentally friendly products influences purchasing decisions. This study aims to determine the effect of eco-labels, eco-brands, and environmental advertisements on the purchasing decisions of the green product Ades bottled dringking water in Bandar Lampung. This research employs a quantitative approach, analyzed using SPSS with 100 respondents. The sampling technique used is non-probability sampling with an accidental sampling method. The results of this study indicate that, partially, the eco-label and eco-brand variables have a positive and significant influence on the purchasing decision of Ades bottled dringking water in Bandar Lampung, while the environmental advertisement variable does not have a significant impact. However, the eco-label, eco-brand, and environmental advertisement variables collectively have a simultaneous influence on the purchasing decision of Ades bottled dringking water in Bandar Lampung. Therefore, it is recommended that Ades bottled dringking water companies optimize their communication strategies by making them more innovative and aligned with their target market.