The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision

Fitriani, Lili Karmela and Jumantini, Entin and Supriatna, Odang and Jaelani, Jaelani (2021) The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision. In: UNiSET 2020, 12 December 2020, Kuningan, West Java, Indonesia.

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Abstract

The research explores the effect of marketing mix on consumer behavior to buy environmentally friendly products—this research was conducted on AQUA, a mineral water brand. Green marketing and green product concepts have become the focus of attention from people in business to retaining consumers. The sample of the research is 147 people—the data analysis used SEM. The result indicates that Green Marketing Mix Affects Green Consumer Behavior significantly. Green Consumer Behavior affects Green Purchase Intention. Green Marketing Mix does not impact the Green Consumer Intention. Green Consumer Behavior and Green Purchase Intention affect the Green Purchase Decision.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: green marketing mix; green consumer behavior; green purchase intention; green purchase decision
Subjects: H Social Sciences > H Social Sciences (General)
Depositing User: EAI Editor IV
Date Deposited: 09 Mar 2021 14:12
Last Modified: 09 Mar 2021 14:12
URI: https://eprints.eudl.eu/id/eprint/1421

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