Green Energy Product: The Role of Green Marketing Mix and Green Brand Image on Consumer Decision-Making

This study investigates the influence of the green marketing mix on green brand image and consumer purchase decisions, with a specific focus on Pertamina Green Energy Station (GES) products.Emphasis is placed on determining the influence of green brand image on consumer decision-making.A quantitative approach was employed to assess the extent to which the elements of the green marketing mix and green brand image shape perceptions of purchase intentions.It was found that the green marketing mix exerts a positive and statistically significant effect on both green brand image and purchase decisions.Moreover, a green brand image was shown to significantly enhance purchase decisions, functioning as a mediating variable in the relationship between the green marketing mix and consumer behavior.These findings suggest that a coherent and strategically aligned green marketing mix not only elevates the perceived credibility of environmentally friendly brands but also increases consumer propensity to purchase green energy products.By integrating environmental responsibility into all aspects of marketing strategy, companies such as Pertamina can strengthen their brand equity and foster consumer trust.The study contributes to a deeper understanding of the mechanisms through which sustainable marketing practices can shape brand image and drive environmentally conscious purchasing behavior, thereby offering valuable implications for practitioners and policymakers aiming to promote the adoption of green energy solutions.