Green Marketing and Purchase Decision of Sustainable Housing: Testing the Mediating Role of Perceived Value

                2026-11-04
              

Published

                103-114
              

Pages

OPEN

Access

Muhlison Fatowi

Master of Management Study Program, Faculty of Economics and Business, Dr. Soetomo University, Surabaya, Indonesia

Sukesi Sukesi

Master of Management Study Program, Faculty of Economics and Business, Dr. Soetomo University, Surabaya, Indonesia

Abstract

Purpose: This study examines whether green marketing influences sustainable housing purchase decisions and investigates the mediating role of perceived value in explaining this relationship. The study focuses on Grand City Pasuruan, a sustainable housing development in East Java, Indonesia.
Research Methodology: A quantitative cross-sectional survey was conducted involving 120 owners and prospective buyers selected through purposive sampling. Data were analyzed using variance-based structural equation modeling (PLS-SEM) with SmartPLS 4.0. The measurement model was assessed through reliability, convergent validity, and discriminant validity tests, while hypothesis testing was performed using 5.000-subsample bootstrapping.
Results: The findings reveal that green marketing does not significantly influence purchase decisions (β=0.123; p=0.228) or perceived value (β=0.385; p=0.072). Furthermore, perceived value does not significantly mediate the relationship between green marketing and purchase decisions (p=0.092). However, perceived value has a significant positive effect on purchase decisions (β=0.400; p<0.001).
Conclusions: Green marketing alone is insufficient to drive sustainable housing purchases in secondary-city markets. Consumers require credible environmental information and tangible value perceptions before making purchasing decisions.
Limitations: This study is limited to one housing project, one geographical setting, and a cross-sectional design.
Contributions: This study contributes by clarifying the boundary conditions of green marketing effectiveness and highlighting perceived value as a critical mechanism in sustainable housing purchase decisions.

Green Marketing Perceived Value Purchase Decision SEM-PLS Sustainable Housing

How to Cite

Fatowi, M., & Sukesi, S. (2026). Green Marketing and Purchase Decision of Sustainable Housing: Testing the Mediating Role of Perceived Value. Journal of Economics, Management, Entrepreneurship, and Business, 6(2), 103-114. https://doi.org/10.52909/jemeb.v6i2.456

Endnote/Zotero/Mendeley (RIS) BibTeX

References

Acampora, A., Preziosi, M., Lucchetti, M. C., & Merli, R. (2022). The role of hotel environmental communication and guests’ environmental concern in determining guests’ behavioral intentions. Sustainability, 14(18), 11638. https://doi.org/10.3390/su141811638
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 36(7), 809-824. https://doi.org/10.1108/MIP-12-2017-0339
Cai, S., Liu, Y., Aduldecha, S., & Junaidi, J. (2025). Leveraging customer green behavior toward green marketing mix and electronic word-of-mouth. Sustainability, 17(6), 2360. https://doi.org/10.3390/su17062360
Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Eds.), In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295–336). Lawrence Erlbaum Associates (pp. 295-336).
Eyada, B. (2024). The role of advertising in shaping consumer perceptions of sustainable brands. Journal of Ecohumanism, 3(3), 930-943. https://doi.org/10.62754/joe.v3i3.3431
García-Salirrosas, E. E., & Rondon-Eusebio, R. F. (2022). Green marketing practices related to key variables of consumer purchasing behavior. Sustainability, 14(14), 8499. https://doi.org/10.3390/su14148499
Gattupalli, K., Siva Rama Krishna, J., & Boobalan, K. (2025). Impact of information usefulness and credibility on green product purchases with product type as moderator. Discover Sustainability, 6(1), 970. https://doi.org/10.1007/s43621-025-01680-1
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Han, M., Lin, H., Wang, J., Wang, Y., & Jiang, W. (2019). Turning corporate environmental ethics into firm performance: The role of green marketing programs. Business Strategy and the Environment, 28(6), 929-938. https://doi.org/10.1002/bse.2290
Huang, M. Y. (2023). Effects of consumer perception, attitude, and purchase intention on the willingness to pay for green building housing products. Journal of Housing and the Built Environment, 38(3), 1559-1583. https://doi.org/10.1007/s10901-022-10004-y
Indrajaya, N., Perizade, B., Wahab, Z., & Shihab, M. S. (2023). Mediating role of attitude in green purchase intention for solar power plants: A green marketing analysis. Annals of Management and Organization Research, 5(2), 127-141. https://doi.org/10.35912/amor.v5i2.1870
Ivanova, D., Barrett, J., Wiedenhofer, D., Macura, B., Callaghan, M., & Creutzig, F. (2020). Quantifying the potential for climate change mitigation of consumption options. Environmental Research Letters, 15(9), 093001. https://doi.org/10.1088/1748-9326/ab8589
Khomsin, M. A. ., Edris, M., & Utomo, J. (2023). Pengaruh Green Marketing, Pengetahuan, Inovasi Produk terhadap Minat Beli dan Keputusan Pembelian. Jurnal Bisnis Dan Pemasaran Digital, 1(2), 107-124. https://doi.org/10.35912/jbpd.v1i2.1941
Kiyak, D., & Grigoliene, R. (2023). Analysis of the conceptual frameworks of green marketing. Sustainability, 15(21), 15630. https://doi.org/10.3390/su152115630
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.).
Lady, L., Susanti, S., & Hesniati, H. (2025). Pendekatan Teori Perilaku Berencana Terhadap Minat Beli Produk Ramah Lingkungan. Studi Ilmu Manajemen Dan Organisasi, 6(3), 831-842. https://doi.org/10.35912/simo.v6i3.4066
Metriyana, A. ., & Zaim, I. A. (2024). Proposed green marketing strategy to collaborate with tourism awareness group (Pokdarwis): Case study at Sein Farm, Bandung. Global Academy of Business Studies, 1(1), 57-70. https://doi.org/10.35912/gabs.v1i1.3384
Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), 1-10. https://doi.org/10.5070/G31210177
Rachmawati, R., Haryono, E., Ghiffari, R. A., Reinhart, H., Fathurrahman, R., Rohmah, A. A., ... & Kraas, F. (2024). Achieving sustainable urban development for Indonesia’s new capital city. International Journal of Sustainable Development and Planning, 19(2), 443-456. https://doi.org/10.18280/ijsdp.190204
Ringle, C. M., Wende, S., & Becker, J. M. (2022). SmartPLS 4 [Computer software]. SmartPLS. Retrieved from https://www.smartpls.com
Safitri, M., & Yusuf, Y. (2026). The Influence of green marketing and brand image on purchase decisions for environmentally friendly products (a case study of the body shop in Cirebon). Jurnal Ekonomi Kreatif Dan Manajemen Bisnis Digital, 4(4), 836-846. https://doi.org/10.55047/jekombital.v4i4.1186
Samudra, M. W., Widayat, W., & Juanda, A. (2024). Brand image and perceived value on purchase decision mediated by purchase intention. Jurnal Ekonomi dan Bisnis, 27(1), 89-108. https://doi.org/10.24914/jeb.v27i2.11842
Sembiring, R. J. (2021). The effect green marketing mix on corporate image as well as implication for purchase intention of food and beverages companies in Indonesia. Journal of Social Science, 2(2), 210-222. https://doi.org/10.46799/jss.v2i2.112
Tamim, M. S. R., & Lipe Akter. (2024). Green marketing impact on youth purchasing: Bangladesh district-wise study on consumer intentions. Annals of Management and Organization Research, 5(3), 205-217. https://doi.org/10.35912/amor.v5i3.1818
Tanrikulu, C. (2021). Theory of consumption values in consumer behaviour research: A review and future research agenda. International journal of consumer studies, 45(6), 1176-1197. https://doi.org/10.1111/ijcs.12687
Watanabe, E. A. D. M., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: A study with Brazilian consumers. British Food Journal, 122(4), 1070-1184. https://doi.org/10.1108/BFJ-05-2019-0363
Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International journal of environmental research and public health, 17(18), 6607. https://doi.org/10.3390/ijerph17186607
Zhang, D., Ji, R., & Park, S. D. (2025). Unpacking green consumer behavior among Chinese consumers: Dual role of perceived value and greenwashing. Sustainability, 17(13), 6174. https://doi.org/10.3390/su17136174
Zhao, S., & Chen, L. (2021). Exploring residents’ purchase intention of green housings in China: An extended perspective of perceived value. International Journal of Environmental Research and Public Health, 18(8), 4074. https://doi.org/10.3390/ijerph18084074