Pengaruh Green Marketing dan Kesadaran Religius terhadap Keputusan Membeli Produk Rumah Tangga Ramah Lingkungan pada Keluarga Muslim Kota Medan

Novan Wicaksana; Nur Ahmadi Bi Rahmani; Reni Ria Armayani Hasibuan

doi:10.59059/jupiekes.v4i2.3278

Authors

Novan Wicaksana Universitas Islam Negeri Sumatera Utara
Nur Ahmadi Bi Rahmani Universitas Islam Negeri Sumatera Utara
Reni Ria Armayani Hasibuan Universitas Islam Negeri Sumatera Utara

DOI:

https://doi.org/10.59059/jupiekes.v4i2.3278

Keywords:

Consumer Behavior, Eco-Friendly Goods, Green Marketing, Religious Awareness, Sustainable Consumption

Abstract

Escalating household waste generation and environmental degradation necessitate a shift toward eco-conscious consumption practices. This study evaluates how Green Marketing and Religious Awareness drive the Purchasing Decision for Eco-Friendly Household Products among Muslim Families in Medan City. Utilizing a quantitative survey design, primary data were gathered via questionnaires from 100 respondents selected through a purposive sampling approach. The dataset was analyzed using multiple linear regression in SPSS 26. Findings demonstrate that Green Marketing exerts a statistically significant positive effect on buying decisions (t = 6.049, p < 0.001). Similarly, Religious Awareness positively and significantly influences purchasing behavior (t = 5.707, p < 0.001). Simultaneously, both predictors account for 60.1% of the variance in consumer choices (R² = 0.601). Ultimately, combining eco-centric marketing tactics with religious values serves as a potent framework for fostering sustainable consumption habits within Muslim households across Medan.

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