Green Marketing and Innovation as Drivers of Hybrid Vehicle Purchase Decisions: The Mediating Role of Repurchase Intention

Abstract

Purpose: This study aims to examine the effects of green marketing and innovation on hybrid vehicle purchase decisions, with repurchase intention serving as a mediating variable among consumers of the Toyota Kijang Innova Zenix Hybrid in Samarinda, Indonesia.

Design/methodology/approach: A quantitative research design was employed using a survey of 174 hybrid vehicle consumers selected through purposive sampling. Data were collected using a structured questionnaire and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS software to assess both the measurement and structural models.

Findings: The findings indicate that green marketing and innovation positively influence purchase decisions and repurchase intention. In addition, repurchase intention mediates the relationships between green marketing and purchase decision as well as between innovation and purchase decision. These results suggest that sustainable marketing practices and continuous product innovation play important roles in strengthening consumers' purchasing behavior toward hybrid vehicles.

Practical implications: The findings provide valuable insights for automotive manufacturers in designing effective marketing strategies that integrate environmental sustainability with continuous technological innovation. Strengthening green marketing initiatives while enhancing product innovation can increase customer loyalty, encourage repeat purchases, and improve consumers' purchase decisions in the hybrid vehicle market.

Originality/value: This study extends the sustainable marketing literature by integrating green marketing, innovation, repurchase intention, and purchase decision into a single research model within the context of hybrid vehicles in an emerging market. It also highlights the mediating role of repurchase intention in explaining how sustainability-oriented marketing strategies and innovation influence consumers' purchasing decisions.

Paper type: Empirical.