Green Marketing and Brand Awareness on Purchase Intention of Eco-Friendly Detergent

Purpose: This study investigates the partial and simultaneous effects of green marketing and brand awareness on the purchase intention of Rinso eco-friendly laundry detergent among urban consumers in Metro City, Lampung Province, Indonesia.

Research Methodology: A quantitative correlational approach was employed with data collected from 70 urban consumers through a Likert-scale questionnaire. Data were analyzed using multiple linear regression in IBM SPSS Statistics 26.

Results: Green marketing significantly and positively predicted purchase intention (β = 0.581, t = 12.883, p = 0.000), as did brand awareness (β = 0.395, t = 8.747, p = 0.000). The two variables jointly explained 94.6% of the variance in purchase intention (R² = 0.946; F = 587.538; p = 0.000).

Conclusions: Green marketing and brand awareness were significant predictors of eco-friendly detergent purchase intentions, with green promotion and brand recall identified as the strongest dimensions.

Limitations: This study is limited to a single rural SME in East Lampung and only examines product quality, price, and distribution as determinants of consumer satisfaction.

Contributions: This study contributes to marketing literature by providing empirical evidence on consumer satisfaction in the context of rural Indonesian kapok-based SMEs, particularly regarding the dominant role of price and the negative effect of distribution.