The role of green marketing effect, price on millenial consumers green purchase behaviour mediated by green brand equity

Maulidiana, Ade Ega and Purnamasari, Puji Endah ORCID: https://orcid.org/0000-0002-3727-6639 (2025) The role of green marketing effect, price on millenial consumers green purchase behaviour mediated by green brand equity. Jurnal Reviu Akuntansi dan Keuangan. ISSN 2615-2223

Preview

Text 28111.pdf Download (340kB) | Preview

Abstract

Purpose: This study has a goal to inspect the effect that
received by financial well-being for financial behavior as a
mediator on the community of Dusun Dami, Malang from
income, financial attitude, also locus of control
Methodology/approach: The quantitative study is the
kind of research that implemented to this study and samples
were acquired by implementing purposive sampling
method along a whole of 340 respondents who met the
criteria. Questionnaires were used to gather data, and
SmartPLS software was used to analyze the results utilizing
Structural Equation Modeling-Partial Least Squares. The
analysis involved assessing the structural model for
hypothesis testing and the measurement for validity and
reliability.
Findings: The results stipulate that financial behaviour
isn’t significantly impacted by income, while financial
behavior is significantly impacted by financial attitude and
locus of control. Furthermore, financial well-being is
significant yet positively impacted by financial behavior.
Mediation testing indicates that “financial behavior does
not mediate the relationship between income and financial
well-being, but successfully mediates the relationship
between financial attitude, locus of control, and financial
well-being.”
Practical implications: The findings stipulate that
enhancing the internal locus of control and promoting more
supportive financial attitudes are crucial for promoting
responsible financial conduct, which enhances financial
well-being. Programs of financial literacy and community
empowerment should focus not only on income improvement, but also on behavioral and psychological
aspects
Originality/value: Unlike most prior studies that focused on
students or urban communities, this research provides new
evidence from a rural Indonesian context. It emphasizes the
significancece of behavioral and psychological factors in
improving financial well-being beyond income level

Item Type:	Journal Article
Keywords:	Financial Attitude; Financial Behavior; Financial Well-Being; Income; Locus of Control
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1501 Accounting, Auditing and Accountability > 150103 Financial Accounting
Divisions:	Faculty of Economics > Department of Management
Depositing User:	Puji endah Purnamasari
Date Deposited:	16 Jul 2026 21:06

Downloads

Origin of downloads

Actions (login required)

View Item