The Effect of Green Social Media Marketing on Purchase Decision: A Systematic Literature Review

Wisnu  Handoko; Abda Ali  Roziki; Augusty Tae  Ferdinand

Authors

Wisnu Handoko Universitas Diponegoro
Abda Ali Roziki Universitas Diponegoro
Augusty Tae Ferdinand Universitas Diponegoro

Keywords:

Green Marketing, Social Media, Purchase Decisions, Systematic Literature Review

Abstract

The past few decades have witnessed a dramatic rise in consumer interest for environmental protection, pushing companies to adopt more sustainable practices. This shift is reflected in the explosion of green marketing, particularly on social media platforms. Social media serves as an important communication channel for today's environmentally conscious and socially active consumers, making it a prime target for companies promoting eco-friendly products and initiatives. While prior research has explored green marketing in general, the specific influence of green marketing on social media and its impact on consumer purchase decisions remain relatively under-investigated. This systematic literature review, conducted using PRISMA guidelines, analyses relevant academic journals published between 2019 and 2024. It examines how companies leverage social media using green marketing, and how these efforts influence consumer’s purchase decision journey. This in-depth analysis provided a descriptive breakdown of the included articles, categorizing them by author, publication year, journal, citations, and other relevant information. This systematic review offers valuable insights into current trends within the realm of green social media marketing. It not only highlights established research directions but also pinpoints areas where further investigation is crucial. This comprehensive literature review outlines current trends on the topic, identifies gaps in existing research, and proposes directions for future studies.

Downloads

Download data is not yet available.

References

Alfakihuddin, M. L. B. (2023). Dampak dari Pemasaran Hijau dan Iklan Hijau pada Niat Beli Produk Kecantikan pada Generasi Z. SEIKO: Journal of Management & Business, 6(2).

Asi, K. J. M., & Hasbi, I. (2021). Pengaruh Social Media Marketing Dan Brand Image Terhadap Minat Beli Konsumen Pada Aplikasi Bukalapak. eProceedings of Management, 8(1).

Desanto, T. M., Mandey, S. L., & Soepeno, D. (2018). Analisis Pengaruh Green Marketing Dan Corporate Social Responsibility Terhadap Keputusan Pembelian Dengan Citra Merek Sebagai Variabel Intervening Pada Konsumen Produk Air Minum Dalam Kemasan (Amdk) Aqua Di Kota Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 6(4).

Dewi, V., Febrian, E., Effendi, N., & Anwar, M. (2020). Financial literacy among the millennial generation: Relationships between knowledge, skills, attitude, and behavior. Australasian Accounting, Business and Finance Journal, 14(4), 24-37.

Kirana, D. C., Diana, N., & Rahmawati, R. (2024). Pengaruh Green Marketing Dan Social Media Marketing Terhadap Keputusan Pembelian (Survey pada Produk Ramah Lingkungan AQUA di Lingkungan Mahasiswa Fakultas Ekonomi & Bisnis UNISMA Angkatan 2020). E-JRM: Elektronik Jurnal Riset Manajemen, 13(01), 383-391.

Moriansyah, L. (2015). Pemasaran melalui media sosial: Antecedents dan consequences social media marketing: Antecedents and consequenc-es. Jurnal penelitian komunikasi dan opini publik, 19(3), 187-196.

Nurjanah, R., Surhayani, S., & Asiah, N. (2022). Faktor Demografi, Literasi Keuangan, Sikap Keuangan Terhadap Perilaku Pengelolaan Keuangan Pada Umkm Di Kabupaten Bekasi. Jurnal Akuntansi Bisnis Pelita Bangsa, 7(01), 1-16.

Okadiani, N. L. B., Mitariani, N. W. E., & Imbayani, I. G. A. (2019). Green product, social media marketing and its influence on purchasing decisions. International Journal of Applied Business and International Management (IJABIM), 4(3), 69-74.

Pancaningsih, R., Baaq, S. H., Latifah, R. N., Wahit, A. N., Handayu, M. D., Rahmawati, E., ... & Santoso, A. P. A. (2022). Pengaruh Media Sosial Terhadap Penjualan Produk Kecantikan Pada Online Shop Kumara Store Di Sukoharjo. Digital Bisnis: Jurnal Publikasi Ilmu Manajemen Dan E-Commerce, 1(4), 134-148.

Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357–370.

Pertiwi, B. A. S., & Sulistyowati, R. (2021). Pengaruh Strategi Green Marketing Dan Social Media Marketing Terhadap Keputusan Pembelian Kaos Lokal Kerjodalu. Jurnal Pendidikan Tata Niaga (JPTN), 9(3), 1376-1382.

Rahman, M., Isa, C. R., Masud, M. M., Sarker, M., & Chowdhury, N. T. (2021). The role of financial behaviour, financial literacy, and financial stress in explaining the financial well-being of B40 group in Malaysia. Future Business Journal, 7, 1-18.

Sari, E. N., Rusandy, D. S., & Dewi, A. S. (2023). Pengaruh Green Marketing, Sosial Media Marketing, Dan Promosi Terhadap Keputusan Pembelian Pada Mekar Swalayan Kediri. Jurnal Nuansa: Publikasi Ilmu Manajemen Dan Ekonomi Syariah, 1(4), 39-50.

Ward, K. (2012). Strategic management accounting. New York: Routledge.

Widiyawati, R. A., & Patrikha, F. D. (2023). Pengaruh Time Limit Marketing dan Viral Marketing Strategy Terhadap Impulsive Buying Pada Pengguna Aplikasi Social Commerce. Jurnal Pendidikan Tata Niaga (JPTN), 11(2), 152-164.

Wiriyani, P. D. M., Armoni, N. L. E., & Nadra, N. M. (2023, September). Green Marketing as A Preference for Purchase Decision on Bamboo-Themed Accommodation in Ubud. In Green Tourism International Seminar and Entrepreneurship Expo Proceeding1 (1); 18-24.

Yuliana, R., & Pantawis, S. (2022). Pengaruh Kualitas Produk dan Green Marketing Terhadap Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Produk Skincare di Kota Semarang. ECONBANK: Journal of Economics and Banking, 4(1), 79-86.

Yusiana, R., Hurriyati, R., Dirgantari, P. D., & Disman, D. (2023). Influencer Marketing and Online Advertising As A Digital Marketing: A Case Study Green Beauty Products. Jurnal Manajemen Indonesia, 23(3).

Zainal, H. (2020). Pengaruh Faktor Penentu Pribadi Praktik Pemasaran Hijau Dan Hambatan Harga Terhadap Perilaku Pembelian Produk Pangan Organik di Supermarket Indonesia. Jurnal Ekonomi Manajemen Sistem Informasi, 2(1), 117-131.