HOW DOES GREEN MARKETING USED IN PROMOTING ENVIRONMENTAL AWARENESS AFFECT CUSTOMER BEHAVIOUR IN INDONESIA
Environmental issues are continuously growing with the excessive use of plastics, forest burning, which in overall are leading to the existence of global warming. Organizations use green marketing as an opportunity of attracting customers' interest regarding the environmental issues that are ha...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/50430 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Environmental issues are continuously growing with the excessive use of plastics, forest burning, which in overall are leading to the existence of global warming. Organizations use green marketing as an opportunity of attracting customers' interest regarding the environmental issues that are happening. The purpose of this paper is to discuss and examine the impact of green marketing in promoting environmental awareness towards customer behaviour, the customer’s perception on green marketing and its effect on green branding, and the key factors influencing the implementation of green marketing, in Indonesia. The result of the study showed that the implementation of green marketing brings a positive effect towards the customer behaviour in Indonesia, Indonesia's customer perception brings a positive effect on both green marketing and green branding, and there are four key factors influencing the implementation of green marketing. |
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