The Role of Study on Green Marketing Practices as a Moderation Variable in the Relationship of Service Quality and Store Atmosphere to Purchase Decisions in Management Students: A Structural Equation Modelling Study

Fadillah Fadillah; Achmad  Husen; Suparno Suparno; Adi  Martono

doi:10.55927/ijbae.v4i1.12838

Authors

Fadillah Fadillah Universitas Pamulang
Achmad Husen Universitas Negeri Jakarta
Suparno Suparno Universitas Negeri Jakarta
Adi Martono Universitas Pamulang

DOI:

https://doi.org/10.55927/ijbae.v4i1.12838

Keywords:

Marketing Practices, Service Quality, Store Atmosphere, Purchasing Decisions

Abstract

Green marketing focuses on sustainability and environmental protection to meet consumer concerns about the environment. This study examines the relationship between Green Marketing Practices, Service Quality, Store Atmosphere, and Purchase Decisions among 384 management students using SEM-PLS analysis. Results show that Service Quality and Store Atmosphere significantly influence Purchase Decisions, but Green Marketing Practices do not act as a moderating variable. Practical elements like Service Quality and Store Atmosphere play a more critical role in driving Purchase Decisions than academic understanding of Green Marketing Practices. Store managers should prioritize these practical factors to enhance purchase outcomes.

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