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- W3130347447 abstract "This research aims to investigate the influence of green marketing on purchasing behavior withthe setting of the Indonesian cosmetics industry. It also aims to investigate whether there are differences ingreen marketing, as perceived by general consumers vis-a-vis pro-environmental consumers. Greenmarketing is explained by seven predictors: social influence, environmental attitude, environmental concern,perceived seriousness of environmental problems, perceived environmental responsibility, perceivedeffectiveness of environmental behavior, and concern for self-image in environmental protection. Theresearch method used was a multiple linear regression and independent sample t-test. The multiple linearregression was conducted three times using the data of all respondents, general respondent, and proenvironmental consumer respondents. The results show that social influence is the only predictor thatpositively influences purchasing behavior in the three multiple linear regressions. The independent sample ttest shows no differences in green marketing, as perceived by general consumers vis-a-vis proenvironmental consumers, except for the environmental concern and perceived effectiveness ofenvironmental behavior." @default.
- W3130347447 created "2021-03-01" @default.
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- W3130347447 date "2020-04-30" @default.
- W3130347447 modified "2023-09-26" @default.
- W3130347447 title "Analyzing Green Marketing in the Indonesian Cosmetics Industry" @default.
- W3130347447 hasPublicationYear "2020" @default.
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