Green Marketing, Green Price and the Effect to Green Purchase Behavior in Young Consumers
Journal Title: Journal of Economics, Finance and Management Studies - Year 2024, Vol 7, Issue 07
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.
Authors and Affiliations
Fani Firmansyah , Puji Endah Purnamasari , Lailatul Farida , Aninda Waskita Devi,
Keywords
Related Articles
- EP ID EP740477
- DOI 10.47191/jefms/v7-i7-37
- Views 52
- Downloads 0
Correlation of Islamic Financing and Economic Growth through A Panel Data Approach
One of the strengthening of the financial sector is through financing, therefore what factors are needed that can encourage financing growth. This study aims to analyze economic growth, assets and Non-Performing Financin...
Public Perception of Social and Economic Benefits in Bratang Flora Park, Surabaya City
This study aims to analyze public perceptions of the social and economic benefits of the Bratang Flora Park in Surabaya. This research was conducted in May – June 2022 at the Bratang Flora Park, Surabaya. Data obtained t...
Government Fiscal Transfers and the Technical Efficiency of Optimising Sustainable Public Debt in Kenya
Over the past decade, as Kenya has consistently made fiscal transfer from the central government to the counties, the country’s public debt has continuously become less sustainable. This observation contrasts with the po...
The Mediating Role of Financial Self-Efficacy in the Relationship between Financial Inclusion, Literacy, and Investment Behavior among Banking Employees in Jakarta
The aim of this study is to identify and analyse the impact of Financial Inclusion, Financial Literacy on investment decisions through Financial Self-Efficacy on employees working in the banking sector of Jakarta region....
The Impact of Exchange Rate Fluctuations on Nigeria Capital Market Performance
This paper empirically investigates the impact of exchange rate fluctuations on Nigerian capital market performance by using yearly time series data during the period 1981–2022. We examined the long-run and short-run ela...