THE IMPACT OF GREEN MARKETING STRATEGY, GREEN KNOWLEDGE AND ENVIRONMENTAL CONCERN ON CUSTOMER PREFERENCE AND GREEN PURCHASE INTENTION: A Study of Green Hard Drive From Western Digital in Indonesia

THE IMPACT OF GREEN MARKETING STRATEGY, GREEN KNOWLEDGE AND ENVIRONMENTAL CONCERN ON CUSTOMER PREFERENCE AND GREEN PURCHASE INTENTION: A Study of Green Hard Drive From Western Digital in Indonesia

This research take Green Power harddrive produced by Western Digital as the green product being examined. This research has two objectives, first is to examine the impact of Western Digital�s green marketing mix, customer green knowledge and environmental concern into customer preference toward gr...

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Bibliographic Details
Main Authors: , Hendry Mardiyansah, , Prof. Dr. Basu Swastha Dharmesta, MBA
Format: Theses and Dissertations NonPeerReviewed
Published: [Yogyakarta] : Universitas Gadjah Mada 2012
Subjects:
ETD
Online Access:https://repository.ugm.ac.id/98234/
http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=53445
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Institution: Universitas Gadjah Mada

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