Jurnal ANALISIS GREEN MARKETING PADA PERILAKU DAN SIKAP KONSUMEN

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Jurnal ANALISIS GREEN MARKETING PADA PERILAKU DAN SIKAP KONSUMEN

Abstract : Resources that are
available in limited nature and human desires and needs that do not
Limited is also a big problem now. This condition also changes the psychological state
the counselor who cares more about the product or anything related to it
improvement of environmental conditions or commonly called green products (“green”)
or environmentally friendly products. This triggers entrepreneurs to
make changes in product strategy and marketing strategies, so
currently there are many products that are labeled green (“green”) or friendly
environment like Ades Bottled Drinking Water labeled green with
plastic bottles that are easily broken down and reprocessed, brand cosmetic products
Sariayu who does not test products on animals, cosmetics and
skincare brand Bodyshop which also does not do product suppression in animals
and use organic ingredients etc.

According to the American Marketing Association, marketing green or green
marketing is marketing products that support environmental sustainability
(Mishra and Sharma, 2012). The company will produce products with sources
power and production processes that are as minimal as possible do not damage nature (reduce),
using materials that are easy to decompose, easy to reuse and
easy to recycle commonly called “3R.” This research
aims to analyze the influence of green marketing on attitudes and behavior
consumer. This study also aims to determine whether consumer attitudes mediate
the relationship between green marketing and consumer behavior. Data analysis
using r regression with assumptions from Baron and Kenny (1986) to test
mediation variable.

The results of this study indicate that green marketing has an influence
positive on consumer behavior and consumer attitudes. While the customer is at the same time
partially mediates the influence of green marketing on consumer behavior.

Author : DWI ASRI SITI AMBARWATI,
S.E., M.Sc

Journal Code: jpmanajemendd151616



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