THE INFLUENCE OF GREEN MARKETING ON BRAND IMAGE AND CONSUMER PURCHASE DECISION OF IKEA

• Main Author: Herza Baginda, Farhan
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/68164
• Institution: Institut Teknologi Bandung

Environmental degradation and global warming as a result of operational operations, particularly in the manufacturing industry, have become a critical economic concern. In light of this, the purpose of this study is to determine the impact of IKEA's Green Marketing on its customer purchase intentions and brand image, as well as if brand image influences consumer purchase decisions. This study will use exploratory research with a quantitative approach to understand the relationship between IKEA’s brand image and customer purchase decision with its green marketing effort. The positivism philosophy fits perfectly into this study methodology since it focuses on IKEA customers and how each individual interprets meanings and ideas differently when they want to purchase something in the store. The data for this research will be collected by distributing online questionnaires. The sampling technique in this data collection would be using purposive sampling. The minimal quantity of metrics (statements in your questionnaire in survey-based research) * 10 is a rule of thumb for sample size for this study. The minimal sample size will be 10*10=100 if the surveys include 10 statements. The sample will be gathered from 121 respondents. There will be 3 sections in the questionnaire. The first section will consist of questions regarding the respondents’ knowledge and perspective towards IKEA’s green marketing which includes green products, green pricing, green promotion, and green placing. In the next section, the question will determine whether the green marketing IKEA implements, affects the respondents’ thoughts, feelings, and perception toward the brand. Lastly, the third section will determine whether IKEA’s green marketing and the respondents' impression towards the brand, affects their willingness to buy the products. The data will be processed using path regression analysis, assisted by SPSS output. This study presents a tested conceptual model that emphasises the importance of green marketing. All factors were shown to have a substantial impact on each other, indicating that IKEA, as a sustainable furniture manufacturing firm, may utilise its Green Marketing approach to improve customers' purchase decisions and brand image. IKEA can continue to do its mission in achieving sustainable company. IKEA also suggested being more active in conveying environmental care messages to the community as one of the leading companies that makes household furniture. Further suggestion is for IKEA to strengthen its brand image by the continued use of non-single-use materials in their restaurants to reduce trash.