HOW BRAND IMAGE SHAPES THE LINK BETWEEN GREEN MARKETING AND PURCHASE INTENTIONS

Abstract

This study aims to synthesize existing literature on the relationship between green marketing strategies, brand image, and consumer purchase intentions within the context of sustainable consumption. Through a systematic literature review, this research examines how brand image influences and enhances the impact of green marketing on consumers’ intention to purchase environmentally friendly products. A total of 20 empirical and theoretical articles published between 2015 and 2025 were identified through Scopus and SINTA 1 to 4 databases using keywords such as “green marketing,” “brand image,” and “purchase intentions.” Articles were selected based on inclusion criteria emphasizing peer reviewed studies related to sustainability and were analyzed using thematic synthesis without primary data collection or statistical software. The findings reveal that green marketing initiatives consistently demonstrate a positive effect on both brand image and consumer purchase intentions. Brand image serves as an important mediating or moderating factor that strengthens consumer trust, perceived value, and loyalty toward eco-friendly products across various industries, including cosmetics, retail, and food. The study concludes that authentic and credible green branding is essential to maximize the influence of green marketing efforts on consumer purchasing behavior. However, this review is limited to studies published in Scopus and SINTA indexed journals and may exclude gray literature or research written in languages other than English or Indonesian. Overall, this review provides a consolidated conceptual understanding that can guide future research and support practitioners and policymakers in developing effective sustainability oriented marketing strategies.