![]() However, this study also found that the attitude toward local products did not moderate the relationship between the two previous variables on purchase intention, but it significantly affected consumers’ purchase intention directly.Īgarwal, N. This study uncovered that both GMS variables significantly affected the consumers’ purchase intention. The data collected from 89 Muslim consumers in Banjarmasin, Indonesia, were processed using SmartPLS. This study used the partial least square–structural equation modeling (PLS-SEM) method. ![]() For this reason, this study aims to examine the impact of green marketing strategy (GMS) variables, which are green advertising and green brand image, and the attitudes toward local products as the moderating role, on Muslim purchase intention. In addition, the issue of the government's campaign to love local products has also influenced consumer purchase intention. The company began to make changes in energy utility to reduce environmental impacts, including its marketing pattern. The impact of the COVID-19 pandemic has increasingly aroused the awareness of companies towards environmental issues.
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