Sustainability Meets Branding: How Brand Image Shapes the Impact of Green Products on Purchase Decisions at Fore Coffee

Abstract

Aims: This study seeks to ascertain the mediating role of brand image in the impact of green products on consumer purchasing decisions for Fore Coffee in Makassar. Study Design:  This study employs quantitative research utilising a descriptive methodology. Place and Duration of Study: This research was conducted in Makassar from June to September 2025. Methodology: The sample comprises 100 respondents. The employed sample approach is purposive sampling. Data collection was conducted by observational and questionnaire methodologies. The employed data analysis method is Partial Least Squares (PLS) utilising SmartPLS software. Results: The research findings demonstrate that green products exert a positive and significant impact on Fore Coffee consumer purchase decisions in Makassar. Furthermore, green products positively and significantly affect Fore Coffee's brand image in the same locale. Additionally, brand image positively and significantly influences Fore's purchase decisions in Makassar, and it effectively mediates the relationship between green products and Fore Coffee consumer purchase decisions in this city. Conclusion: The approach of utilising green products and establishing an appropriate brand image could impact customer purchasing decisions. Moreover, brand image has affected the connection between green products and consumer purchasing decisions. The research offers practical recommendations for companies to strategically integrate eco-principles into marketing and operational operations, ensuring coherence between sustainability activities and brand perception to enhance purchasing decisions and foster long-term brand loyalty.