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Journal of Economics, Management, Entrepreneurship, and Business Abnus Publisher

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

2026-11-04
Published
103-114
Pages
OPEN
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MF
Muhlison Fatowi
Master of Management Study Program, Faculty of Economics and Business, Dr. Soetomo University, Surabaya, Indonesia
SS
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
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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
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Vol. 6 No. 2 (2026): November
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