The Role of Value Congruity in Mediating the Influence of Brand Image, and Green Marketing on Purchasing Decisions

  • I Gusti Ayu Imbayani Universitas Mahasaraswati Denpasar, Indonesia https://orcid.org/0000-0002-8080-6279
  • Agus Wahyudi Salasa Gama Universitas Mahasaraswati Denpasar, Indonesia
  • A. A. Surya Jaya Ningrat Universitas Mahasaraswati Denpasar, Indonesia
DOI: https://doi.org/10.52006/main.v8i2.1301
Keywords: value congruity, brand image, green marketing, purchasing decisions

Abstract

Motivated by The Body Shop’s declining sales in the e-commerce landscape, this study utilized PLS-SEM to analyze how value congruity mediates the influence of brand image and green marketing on the purchasing decisions of Shopee users. The findings reveal that while brand image and green marketing are significant drivers, their impact is substantially amplified when consumer and brand values align. This underscores the strategic necessity for digital marketers to craft campaigns that resonate with personal values rather than relying solely on product features. Future research is recommended to extend this framework to other eco-friendly brands and employ mixed methods to further explore the psychological determinants of sustainable consumption.

Published
2025-11-26
How to Cite
Imbayani, I. G. A., Gama, A. W. S., & Ningrat, A. A. S. J. (2025). The Role of Value Congruity in Mediating the Influence of Brand Image, and Green Marketing on Purchasing Decisions. Philippine Social Science Journal, 8(2), 29. https://doi.org/10.52006/main.v8i2.1301
Issue
Vol 8 No 2 (2025): Volume 8 Number 2 (April - June 2025)
Section
Research Digest

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