The synergy of green marketing, halal labels, and mediating role of brand image on purchasing of modern herbal medicine product

Purpose This research investigates the impact of green marketing, halal labels and the mediating effect of brand image on the consumer purchasing behavior of modern herbal medicinal products (HMP). Design/methodology/approach With a sample of 315 respondents from the leading HMP brand in Indonesia, this study uses a quantitative methodology and partial least square structural equation modeling (PLS-SEM) analysis. Findings Brand image is the most critical factor in purchase behavior, followed by green marketing. Although halal labels do not affect purchase behavior, brand image significantly mediates their effects. Research limitations/implications This study was conducted solely in Indonesia. Therefore, it is recommended that further research be undertaken in similar context in other countries. A comparison of collectivist and individualist traits along with cultural differences, and comparative studies between countries, is also suggested. Practical implications This study indicates the importance of brand image in enhancing purchasing behavior, and therefore, it should not be overlooked in consumer behavior research. Business practitioners ought to maintain brand image to assess purchasing behavior tendencies, resulting in enhanced sales. Social implications This study highlights public awareness of halal-labeled products, promoting ethical and responsible consumption. Halal labels strengthen brand image, encouraging choices aligned with religious values, sustainability, and fairness. Foster’s conscious consumption builds social trust and supports cohesion in diverse societies. Originality/value Study on green marketing, halal labels, brand image, and HMP purchase behavior is still limited. Its novelty is that it combines the concept of halal labels and brand image to understand the factors that influence the customer’s purchase behavior.