Proceedings of the 1st Universitas Kuningan International Conference on Social Science, Environment and Technology, UNiSET 2020, 12 December 2020, Kuningan, West Java, Indonesia

Research Article

The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision

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  • @INPROCEEDINGS{10.4108/eai.12-12-2020.2304969,
        author={Lili Karmela Fitriani and Entin  Jumantini and Odang  Supriatna and Jaelani  Jaelani},
        title={The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision},
        proceedings={Proceedings of the 1st Universitas Kuningan International Conference on Social Science, Environment and Technology, UNiSET 2020,  12 December 2020, Kuningan, West Java, Indonesia},
        publisher={EAI},
        proceedings_a={UNISET},
        year={2021},
        month={3},
        keywords={green marketing mix; green consumer behavior; green purchase intention; green purchase decision},
        doi={10.4108/eai.12-12-2020.2304969}
    }
    
  • Lili Karmela Fitriani
    Entin Jumantini
    Odang Supriatna
    Jaelani Jaelani
    Year: 2021
    The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision
    UNISET
    EAI
    DOI: 10.4108/eai.12-12-2020.2304969
Lili Karmela Fitriani1,*, Entin Jumantini1, Odang Supriatna1, Jaelani Jaelani1
  • 1: Kuningan University, Indonesia
*Contact email: lili@uniku.ac.id

Abstract

The research explores the effect of marketing mix on consumer behavior to buy environmentally friendly products—this research was conducted on AQUA, a mineral water brand. Green marketing and green product concepts have become the focus of attention from people in business to retaining consumers. The sample of the research is 147 people—the data analysis used SEM. The result indicates that Green Marketing Mix Affects Green Consumer Behavior significantly. Green Consumer Behavior affects Green Purchase Intention. Green Marketing Mix does not impact the Green Consumer Intention. Green Consumer Behavior and Green Purchase Intention affect the Green Purchase Decision.