Green marketing, green price and the effect to green purchase Behavior in young consumers

Firmansyah, Fani, Purnamasari, Puji Endah ORCID: https://orcid.org/0000-0002-3727-6639, Farida, Lailatul and Devi, Aninda Waskita (2024) Green marketing, green price and the effect to green purchase Behavior in young consumers. Journal of Economics, Finance and Management Studies, 7 (7). pp. 4198-4204. ISSN 2644-050

Text 20141.pdf - Published Version Download (692kB)

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.

Item Type:	Journal Article
Keywords:	green marketing; green price; green purchase behavior
Subjects:	15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Divisions:	Faculty of Economics > Department of Islamic Banking
Depositing User:	fani firmansyah
Date Deposited:	21 Aug 2024 10:59

Downloads

Origin of downloads

Actions (login required)

View Item