Pengaruh Green Marketing terhadap Purchase Intention melalui Brand Image bagi Konsumen Produk Sayur Organik (Studi Kasus CSA Seni Tani di Arcamanik, Kota Bandung)

Urban Farm DB summary

This study investigated the influence of green marketing on purchase intention through brand image among 34 consumers of CSA Seni Tani's organic vegetable products in Arcamanik, Bandung City, from September to November 2023. Analysis using Structural Equation Modeling showed that while the influence of green marketing on purchase intention through brand image was positive, it was not statistically significant, indicating that brand image was not effective as a mediator between the two variables.