KONSEP GREEN MARKETING DAN DAMPAKNYA TERHADAP PERILAKU KONSUMEN INDONESIA

  • Lu’lu’ul Jannah Sekolah Tinggi Ilmu Ekonomi Media Nusantara Cipta
  • Erni Hernawati Sekolah Tinggi Ilmu Ekonomi Media Nusantara Cipta
Keywords: Green Marketing, Environmental Attitudes, Product Purchasing Involvement

Abstract

The purpose of this study is to determine the concept of green marketing on Indonesian consumer behavior. The data analysis method was carried out by using regression analysis either partially or simultaneously. The results showed that the attitude and environment partially influenced the involvement of green products, while the attitude environment and the involvement of green products simultaneously influenced the involvement of Indonesian society in purchasing green products in selecting products. And the results of the simultaneous regression analysis from the ANOVA test with a significance level of 0.000. Because the significant probability is much smaller than 0.05, this indicates that simultaneously it states that there is an effect of attitude environment and the involvement of green products simultaneously influencing the involvement of green product purchases.

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Published
2021-03-11
How to Cite
Jannah, L., & Hernawati, E. (2021). KONSEP GREEN MARKETING DAN DAMPAKNYA TERHADAP PERILAKU KONSUMEN INDONESIA. Jurnal Bina Manajemen, 9(2), 92-112. Retrieved from https://wiyatamandala.e-journal.id/JBM/article/view/157

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