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
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- EP ID EP740477
- DOI 10.47191/jefms/v7-i7-37
- Views 47
- Downloads 0
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