THE INFLUENCE OF GREEN MARKETING ON THE PURCHASE OF NATURAL FMCG PRODUCT
Consumption of green products began to increase in recent decades and consumers began to consider replacing and using green products. This is due to environmental problems that have become the concern of all groups such as business, government and consumers. However, consumers, especially consumers...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/57252 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Consumption of green products began to increase in recent decades and consumers began to consider replacing and using green products. This is due to environmental problems that have become the concern of all groups such as business, government and consumers. However, consumers, especially consumers in Indonesia, are still unfamiliar with green products. Therefore, companies need to adopt new marketing strategies to market green products. Previous researchers have found a new strategy called green marketing and previous researchers explained that green marketing strategy is very suitable to influence customers. This research will focus on green marketing factors that influence purchasing decisions in the context of green consumer goods. This study will use quantitative methods by distributing questionnaires to respondents who have used and know about green products. This study has collected data from 235 respondents who have been selected. PLS – SEM analysis will be used to test hypotheses and analyze the relationship and influence between variables that are Eco labels, Eco brands, Environmental advertising, Purchase intentions and Purchase decisions. The findings obtained in this study are that Eco labels, Eco brands and Environmental advertising have an influence on purchase decisions through purchase intention. This finding is expected to be a consideration for companies in making marketing strategies to be more effective. |
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