The role of green and digital marketing in driving impulsive buying
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Published:
May 30, 2025
Keywords:
Customer Behavior, Digital marketing, Green Marketing, impulsive buying decision, Sustainability
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Economy
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Abstract
Consumer awareness of environmental issues has driven businesses to adopt green and digital marketing strategies to influence purchasing behavior. This study examined the impact of green marketing and digital marketing on impulsive buying, focusing on environmentally friendly product attributes, sustainability-focused promotions, social media engagement, and influencer endorsements. Using a quantitative approach, data were collected from 210 respondents through purposive sampling and analyzed using multiple regression analysis. The results showed that green marketing had a significant positive effect on impulsive buying (? = 0.742, p = 0.000), while digital marketing also significantly influenced impulsive buying (? = 0.342, p = 0.005). Moreover, the combined effect of green and digital marketing was statistically significant (F = 92.71, p = 0.000), with an R² value of 0.645, indicating that 64.5% of the variance in impulsive buying was explained by both variables. These findings suggest that integrating sustainability initiatives with digital engagement enhances impulsive purchasing tendencies. However, this study is limited by its sample characteristics and the exclusion of moderating factors such as financial constraints and brand loyalty. Future research should explore these aspects and assess the long-term impact of green and digital marketing on impulsive buying
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Prasetyo, J. H. . and Wiharso, G. . (2025) “The role of green and digital marketing in driving impulsive buying”, Jurnal Mantik, 9(1), pp. 132-141. doi: 10.35335/mantik.v8i5.6161.
References
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Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach (7th ed.). John Wiley & Sons.
Shah, S. M. M., Sohu, J. M., Dakhan, S. A., Sikander Ali, R., Junejo, I., & Chouhan, I. M. (2021). The Reinvesting Impact of Promotional Activity and Store Atmosphere on Impulse Buying Behavior: The Mediating Role of Payment Facility. TEM Journal, 221–225. https://doi.org/10.18421/TEM101-28
Sharma, S. (2024). Marketing in the Digital Age - Adapting to Changing Consumer Behavior. International Journal of Management and Business Intelligence, 2(1), 1–14. https://doi.org/10.59890/ijmbi.v2i1.1330
Statista. (2023a). Digital Advertising Market in Indonesia. Statista. https://www.statista.com/outlook/amo/advertising/indonesia
Statista. (2023b). Importance of purchasing sustainable and environmentally friendly products among consumers in Indonesia as of December 2023. Statista. https://www.statista.com/statistics/1320347/indonesia-importance-of-purchasing-environmental-friendly-products/
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Tanveer, T., Kazmi, S. Q., & Rahman, M. U. (2022). Determinants of Impulsive Buying Behavior: An Empirical Analysis of Consumers’ Purchase Intentions for Offline Beauty Products. Nurture, 16(2), 75–89. https://doi.org/10.55951/nurture.v16i2.129
Uddin, M. M., Cai, Y., & Fatima, T. (2024). Relationship between socio-economic status and online buying habits of consumers in Bangladesh. Applied Psychology Research, 3(1), 1274. https://doi.org/10.59400/apr.v3i1.1274
Wiharso, G., Prasetyo, J. H., Prakoso, B. S., & Fabrianto, L. (2022). The Effect Of Mobile Banking Product Quality On Customer Satisfaction Of Indonesian Sharia Bank Jakarta Wolter Monginsidi Branch. Matriks: Jurnal Sosial Dan Sains, 3(2), 80–88. https://matriks.greenvest.co.id/index.php/jmt/article/view/90/134
Wu, S.-I., & Chen, Y.-J. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6(5). https://doi.org/10.5539/ijms.v6n5p81
Yao, L. (2024). How Does Sustainable Digital Marketing Affect Consumer Behavior? American Journal of Industrial and Business Management, 14(03), 261–282. https://doi.org/10.4236/ajibm.2024.143013
Ahmed, R. R., Streimikiene, D., Berchtold, G., Vveinhardt, J., Channar, Z. A., & Soomro, R. H. (2019). Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan. Sustainability, 11(12), 3436. https://doi.org/10.3390/su11123436
Bhattarai, T. (2024). Customer’s perception towards green marketing in Kathmandu Valley. Nepalese Journal of Management, 11(2), 155–171. https://doi.org/10.3126/njm.v11i2.68860
Cahaya, Y. F., Sungkono, S., Rukmana, O., Rajoana, J., Setyarachma, A., Prasetyo, J. H., & Setyanto, E. (2024). Crypto apps?: How user perceptions shape continued usage?? Jurnal Manajemen Dan Pemasaran Jasa, 17(2), 223–240.
Cayabyab, P. I., Azcona, C. L., Catama, F. E., & Etrata, A. J. (2023). Add to Cart!: Factors affecting Impulse Buying Behavior in E-Groceries. MEC-J (Management and Economics Journal), 7(2), 161–180. https://doi.org/10.18860/mec-j.v7i2.19829
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice (19th ed.). Pearson Education.
Chan, T. K. H., Cheung, C. M. K., & Lee, Z. W. Y. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204–217. https://doi.org/10.1016/j.im.2016.06.001
Duffett, R., Edu, T., Haydam, N., Negricea, I.-C., & Zaharia, R. (2018). A Multi-Dimensional Approach of Green Marketing Competitive Advantage: A Perspective of Small Medium and Micro Enterprises from Western Cape, South Africa. Sustainability, 10(10), 3764. https://doi.org/10.3390/su10103764
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro.
Gleim, M. R., Smith, J. S., Andrews, D., & Cronin, J. J. (2013). Against the Green: A Multi-method Examination of the Barriers to Green Consumption. Journal of Retailing, 89(1), 44–61. https://doi.org/10.1016/j.jretai.2012.10.001
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2018). Multivariate data analysis (8th ed.). Cengage Learning.
Jambeck, J. R., Geyer, R., Wilcox, C., Siegler, T. R., Perryman, M., Andrady, A., Narayan, R., & Law, K. L. (2015). Plastic waste inputs from land into the ocean. Science, 347(6223), 768–771. https://doi.org/10.1126/science.1260352
Kamkankaew, P., Thongyoy, P., & Phonracharnon, Y. (2024). Assessing the Impact of Digital Celebrities and Content Marketing on TikTok’s Impulse Purchases in Lampang, Thailand. International Journal of Sociologies and Anthropologies Science Reviews, 4(3), 259–276. https://doi.org/10.60027/ijsasr.2024.4201
Kementerian Lingkungan Hidup dan Kehutanan. (2023). Data Sistem Informasi Pengelolaan Sampah Nasional (SIPSN). Kementerian Lingkungan Hidup Dan Kehutanan. https://sipsn.menlhk.go.id/sipsn/
Kotler, P., & Keller, K. L. (2020). Marketing Management (15th ed.). Pearson Education.
Lawal, O., & Binuyo, G. (2022). Digital marketing and its effect on consumer behaviour: A case study of the Nigerian telecoms. International Journal of Communication and Information Technology, 3(1), 41–47. https://doi.org/10.33545/2707661X.2022.v3.i1a.45
Liyanapathirana, Y. (2021). Viral Marketing and Impulse Buying: The Role of Online Trust in a Pandemic. South Asian Journal of Business Insights, 1(2), 74–92. https://doi.org/10.4038/sajbi.v1i2.29
Mahmoud, T. O. (2018). Impact of green marketing mix on purchase intention. International Journal of Advanced and Applied Sciences, 5(2), 127–135. https://doi.org/10.21833/ijaas.2018.02.020
Obukhovich, S., Sipilä, J., & Tarkiainen, A. (2024). Post-purchase effects of impulse buying: A review and research agenda. Journal of Consumer Behaviour, 23(3), 1512–1527. https://doi.org/10.1002/cb.2287
Paramitra, Y. (2019). Pengaruh pemasaran hijau, citra merek dan pengetahuan lingkungan terhadap keputusan pembelian. Jurnal Manajemen Bisnis Krisnadwipayana, 7(1). https://doi.org/10.35137/jmbk.v7i1.269
Park, S.-J., Kim, Y.-J., Kwon, O.-H., & Lee, J.-M. (2023). Influence of consumer innovativeness and cosmetic selection attributes on purchase intention of eco-friendly cosmetics. Journal of Cosmetic Medicine, 7(1), 29–37. https://doi.org/10.25056/JCM.2023.7.1.29
Purnamasari, M., Hermawan, A., & Junaedi. (2024). Unveiling the Synergy: How Entrepreneurial Marketing and Product Quality Drive Purchase Decisions through the Lens of Digital Marketing. ECo-Buss, 6(3), 1423–1434. https://doi.org/10.32877/eb.v6i3.1181
Santika, E. F. (2023). Masih Banyak Warga RI yang Membakar hingga Membuang Sampah ke Sungai. Databoks Katadata. https://databoks.katadata.co.id/datapublish/2023/09/12/masih-banyak-warga-ri-yang-membakar-hingga-membuang-sampah-ke-sungai
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill building approach (7th ed.). John Wiley & Sons.
Shah, S. M. M., Sohu, J. M., Dakhan, S. A., Sikander Ali, R., Junejo, I., & Chouhan, I. M. (2021). The Reinvesting Impact of Promotional Activity and Store Atmosphere on Impulse Buying Behavior: The Mediating Role of Payment Facility. TEM Journal, 221–225. https://doi.org/10.18421/TEM101-28
Sharma, S. (2024). Marketing in the Digital Age - Adapting to Changing Consumer Behavior. International Journal of Management and Business Intelligence, 2(1), 1–14. https://doi.org/10.59890/ijmbi.v2i1.1330
Statista. (2023a). Digital Advertising Market in Indonesia. Statista. https://www.statista.com/outlook/amo/advertising/indonesia
Statista. (2023b). Importance of purchasing sustainable and environmentally friendly products among consumers in Indonesia as of December 2023. Statista. https://www.statista.com/statistics/1320347/indonesia-importance-of-purchasing-environmental-friendly-products/
Statista. (2023c). Plastic waste imports in Indonesia in 2023, by leading country of origin. Statista. https://www.statista.com/statistics/1357905/plastic-waste-import-volume-indonesia-origin/
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Alfabeta.
Tanveer, T., Kazmi, S. Q., & Rahman, M. U. (2022). Determinants of Impulsive Buying Behavior: An Empirical Analysis of Consumers’ Purchase Intentions for Offline Beauty Products. Nurture, 16(2), 75–89. https://doi.org/10.55951/nurture.v16i2.129
Uddin, M. M., Cai, Y., & Fatima, T. (2024). Relationship between socio-economic status and online buying habits of consumers in Bangladesh. Applied Psychology Research, 3(1), 1274. https://doi.org/10.59400/apr.v3i1.1274
Wiharso, G., Prasetyo, J. H., Prakoso, B. S., & Fabrianto, L. (2022). The Effect Of Mobile Banking Product Quality On Customer Satisfaction Of Indonesian Sharia Bank Jakarta Wolter Monginsidi Branch. Matriks: Jurnal Sosial Dan Sains, 3(2), 80–88. https://matriks.greenvest.co.id/index.php/jmt/article/view/90/134
Wu, S.-I., & Chen, Y.-J. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6(5). https://doi.org/10.5539/ijms.v6n5p81
Yao, L. (2024). How Does Sustainable Digital Marketing Affect Consumer Behavior? American Journal of Industrial and Business Management, 14(03), 261–282. https://doi.org/10.4236/ajibm.2024.143013
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