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This study investigates green marketing mix strategies for stimulating purchase intentions of natural dye batik products among 199 Indonesian consumers.The results of PLS-SEM analysis indicate that product and price significantly influence intentions positively whereas place and promotion exhibit insignificant effects.Additionally, gender differences moderately impact price and place on intentions but not product and promotion.By providing empirical evidence on components that enhance natural dye batik appeal, this research addresses a substantive literature gap and offers actionable guidelines for practitioners to craft targeted green marketing mixes resonating with the Indonesian batik customer base.The findings contribute new theoretical insights into gender-based consumer behavior variations regarding sustainable product strategies.
Utama et al. (Wed,) studied this question.