Article: Sustainable consumer choices: the role of green products, pricing, and marketing in Indonesia's tissue industry Journal: International Journal of Green Economics (IJGE) 2025 Vol.19 No.5 pp.1 - 19 Abstract: This study examines the influence of green products, green prices, and green marketing on environmental awareness and purchasing decisions, with environmental awareness as a mediating variable. The results indicate that all three factors significantly impact environmental awareness, which in turn positively influences purchasing decisions. Green marketing has the most potent effect, followed by green products and green prices. Mediation analysis reveals that environmental awareness partially mediates the relationship between green products and green marketing on purchasing decisions, while it strongly mediates the effect of green prices. These findings highlight the importance of integrating sustainability in product development, pricing strategies, and marketing efforts. Businesses should enhance transparency, educate consumers on sustainability benefits, and implement effective green marketing campaigns. This study contributes to the understanding of green consumer behaviour and provides strategic insights for businesses promoting sustainable consumption. Future research could explore additional mediators, such as consumer trust and perceived value. Inderscience Publishers - linking academia, business and industry through research

Title: Sustainable consumer choices: the role of green products, pricing, and marketing in Indonesia's tissue industry

Authors: Mu'ah; Mesra Surya Ariefin; Slamet Riyadi; Donny Arif

Addresses: Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan, Jl. KH. Ahmad Dahlan No. 41, Jetis, Kec. Lamongan, Kabupaten Lamongan, Jawa Timur 62218, Indonesia ' Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan, Jl. KH. Ahmad Dahlan No. 41, Jetis, Kec. Lamongan, Kabupaten Lamongan, Jawa Timur 62218, Indonesia ' Universitas 17 Agustus 1945 Surabaya, Jl. Semolowaru No. 45, Menur Pumpungan, Kec. Sukolilo, Surabaya, Jawa Timur 60118, Indonesia ' Universitas Maarif Hasyim Latif, Jl. Raya Ngelom Megare No. 30, Ngelom, Kec. Taman, Kabupaten Sidoarjo, Jawa Timur 61257, Indonesia

Abstract: This study examines the influence of green products, green prices, and green marketing on environmental awareness and purchasing decisions, with environmental awareness as a mediating variable. The results indicate that all three factors significantly impact environmental awareness, which in turn positively influences purchasing decisions. Green marketing has the most potent effect, followed by green products and green prices. Mediation analysis reveals that environmental awareness partially mediates the relationship between green products and green marketing on purchasing decisions, while it strongly mediates the effect of green prices. These findings highlight the importance of integrating sustainability in product development, pricing strategies, and marketing efforts. Businesses should enhance transparency, educate consumers on sustainability benefits, and implement effective green marketing campaigns. This study contributes to the understanding of green consumer behaviour and provides strategic insights for businesses promoting sustainable consumption. Future research could explore additional mediators, such as consumer trust and perceived value.

Keywords: green products; green pricing; environmental awareness; green marketing; purchasing decisions; Indonesia.

DOI: 10.1504/IJGE.2025.149201

International Journal of Green Economics, 2025 Vol.19 No.5, pp.1 - 19

Received: 12 Mar 2025
Accepted: 13 Jun 2025
Published online: 17 Oct 2025 *

Title: Sustainable consumer choices: the role of green products, pricing, and marketing in Indonesia's tissue industry

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