Influence of Green Marketing toward Purchase Intention of Green Products through Attitude: Survey on Indonesian and Taiwanese Students

SITOHANG, ANASTASIA POSMARIA SETIASIWI Influence of Green Marketing toward Purchase Intention of Green Products through Attitude: Survey on Indonesian and Taiwanese Students. Influence of Green Marketing toward Purchase Intention of Green Products through Attitude: Survey on Indonesian and Taiwanese Students. ISSN 2320–4044

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Abstract

—The purpose of this study was to know the responses of the youths on green marketing towards purchase intention on green products. Sample of 240 students were selected by purposive sampling. Analysis used was path analysis. The result was green marketing positively and significantly influence attitude toward green products. The consumer attitude positively and significantly influence the purchase intention toward green products. The green marketing significantly influence purchase intention through attitude toward green products. The attitude toward green product was actually the choice of the respondents. Promotional tools should not only advertise the existence of green product, but give positive affirmation to the consumer attitude toward green product.

Item Type: Article
Subjects: 300 Social Sciences > 330 Economics > Entrepreneurship
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Ms Anastasia Posmaria Setiasiwi Sitohang
Date Deposited: 03 May 2024 04:46
Last Modified: 03 May 2024 04:46
URI: http://repository.unika.ac.id/id/eprint/35303

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