Green Marketing, Green Price and the Effect to Green Purchase Behavior in Young Consumers
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 07
Abstract
Environmental sustainability is essential for maintaining the quality of life and climate. Along with the modernization of the times and the increasingly massive free radicals, green marketing needs to be implemented to support environmental sustainability. This study aims to develop a research framework that can improve purchasing decisions for environmentally friendly products by increasing green marketing and price. This research is a quantitative study with a sample of 120 students. The results showed that green marketing has a significant positive relationship with green purchase behavior. Furthermore, the results also show that green price is positively related to green purchase behavior.
Authors and Affiliations
Fani Firmansyah , Puji Endah Purnamasari , Lailatul Farida , Aninda Waskita Devi,
Keywords
Related Articles
- EP ID EP740477
- DOI 10.47191/jefms/v7-i7-37
- Views 37
- Downloads 0
Exploring the Impact of Attitudes, Behavior, and Perceptions on Millennials' Adoption of QRIS Payment Systems
In this study, we investigate the influence of attitudes, behavior, and perceptions on the adoption of Quick Response Code Indonesian Standard (QRIS) payment systems among millennials, utilizing the Mobile Technology Acc...
The Effect of Leadership Style and Compensation on Employee Performance Mediated by Job Satisfaction (Case Study at Pelita Maumere Hotel)
This study aimed to find out and analyze the effect of leadership style and compensation on employees' performance through job satisfaction. The study was associative / correlational. Moreover, the data were both primary...
The Relationship of Business Strategy and MSMEs Performance: Innovation and Accounting Information System as Mediating Variables
Micro, Small, and Medium Enterprises (MSMEs) play a significant role in the national economic growth. This has made the performance of MSMEs a concern for many parties, including the government, which necessitates effort...
The Mediating Role of Trust in Experiential Quality as a Determinant of Indonesian Online Buyers' Behavioral Intention
Merchants and sites that promote online businesses may face challenges in how to satisfy different online buyers. This research implies the organism-response (SOR) theory of stimuli, stimuli are considered as cognitive a...
Developing Conceptual Framework of Ethical Investment Studies
The study aims to conduct a conceptual review of ethical investment research based on Widyawati (2019). Through the conceptual review method, the research obtained 70 relevant articles. The results of the literature anal...