scholarly journals Is Green Marketing a Basis for Purchase Decisions

2020 ◽  
Author(s):  
Humairoh ◽  
Nur Maulida Elfani
Keyword(s):  
Green Marketing ◽  
Purchase Decisions

scholarly journals How Green Trust, Consumer Brand Engagement and Green Word-Of-Mouth mediate Purchasing Intentions

2021 ◽  
Vol 13 (14) ◽  
pp. 7877
Author(s):  
João Guerreiro ◽  
Mariana Pacheco
Keyword(s):  
Competitive Advantage ◽  
Direct Effect ◽  
Word Of Mouth ◽  
Green Marketing ◽  
Purchase Decisions ◽  
High Involvement ◽  
Brand Engagement ◽  
Purchasing Intention ◽  
The World ◽  
Green Trust

An increasing interest in environmental problems around the world has significantly expanded the demand for green goods, transforming green marketing into an effective tool for businesses to achieve competitive advantage. Yet, as more firms become aware of this strategic advantage, greenwashing activities can also flourish, and customers grow more cautious about green efforts by firms. The present research examines how greenwashing expectations of customers affect their green buying decisions by studying how green trust, consumer brand engagement and green word-of-mouth mediate this relationship. A total of 302 subjects participated in a survey to study greenwashing effects using a high involvement green ad and a low involvement green ad. Results were analyzed using a PLS-SEM approach. The findings show that the greenwashing expectations of customers have no direct effect on green purchase decisions, but that green trust and green word-of-mouth mediate this relationship. Likewise, greenwashing perception significantly affects customer brand engagement indirectly through green trust and there is a full mediation between greenwashing perception and green purchasing intention through green trust, customer brand engagement and green word of mouth. Therefore, the study shows that having a low perception of greenwashing is not enough to increase purchases. For that to occur, companies need to ensure that WOM communicates such efforts and that consumers trust these green initiatives.

Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective

2020 ◽  
Vol 56 ◽  
pp. 102162
Author(s):  
Pei-Hsuan Tsai ◽  
Guan-Yi Lin ◽  
Yu-Lin Zheng ◽  
Yi-Chong Chen ◽  
Pao-Zhen Chen ◽  
...  
Keyword(s):  
Green Marketing ◽  
Purchase Decisions

A Qualitative Inquiry Of Generation Y Consumers’ Selection Attributes In The Case Of Organic Products

2016 ◽  
Vol 15 (1) ◽  
pp. 1 ◽  
Author(s):  
Asphat Muposhi ◽  
Manilall Dhurup
Keyword(s):  
Generation Y ◽  
Sustainable Consumption ◽  
Primary Objective ◽  
Qualitative Inquiry ◽  
Green Marketing ◽  
Purchase Decisions ◽  
Qualitative Research Design ◽  
Organic Products ◽  
And Performance ◽  
Depth Interviews

The primary objective of the study was to explore which attributes of organic products inform Generation Y consumers’ purchase decisions. The study, which was grounded in qualitative research design, utilised data generated from sixteen in-depth interviews carried out in 2014 with Generation Y consumers in Southern Gauteng, South Africa. Thematic content analysis was employed to analyse the collected data. The study identified price, quality, convenience, availability, trust and performance as the main selection attributes that influence Generation Y consumers’ choice of organic products. The findings of the study are important for marketing managers intending to formulate effective green marketing mix strategies and future initiatives focused on stimulating sustainable consumption. 

scholarly journals Application of green marketing mix of beauty products on sales through purchase decisions as intervening variable

2021 ◽  
Vol 1 (2) ◽  
pp. 81-94
Author(s):  
Danang Satrio ◽  
◽  
Siti Yunitarini ◽  
Nila Rizqiani ◽  
◽  
...  
Keyword(s):  
Global Warming ◽  
Public Awareness ◽  
Environmental Issues ◽  
Developed Countries ◽  
Marketing Mix ◽  
Green Marketing ◽  
Purchase Decisions ◽  
Marketing Concept ◽  
Challenges And Opportunities ◽  
Beauty Products

Public awareness in Indonesia in responding to global warming has increased significantly. Increased public awareness plays an important role in providing challenges and opportunities for companies that provide goods or services to create products that are in accordance with their wishes. The challenge is to guarantee that the goods or services provided are safe for consumers and friendly and do not damage the environment. The concept of green marketing mix refers to the satisfaction of customer needs, wants, and desires in relation to the maintenance and preservation of the environment. Discussions on environmental issues in developed countries have been initiated and developed since the 1990s. Green marketing is a marketing concept used by companies to achieve the main goal of making a profit. Green marketing in the process is an act of integrating broad activities, which include product modifications, changes to the production process, changes to packaging, to changes to advertising. Based on this phenomenon, this study aims to find out how much influence the application of the green marketing mix has on sales.

scholarly journals Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation

2020 ◽  
Vol 12 (19) ◽  
pp. 7880 ◽  
Author(s):  
Md. Nekmahmud ◽  
Maria Fekete-Farkas
Keyword(s):  
Structural Equation ◽  
Environmental Concern ◽  
Perceived Quality ◽  
Negative Influence ◽  
Positive Influence ◽  
Green Marketing ◽  
Purchase Decision ◽  
Purchase Decisions ◽  
Green Products ◽  
Willingness To Purchase

Consumers are paying close attention to green products to reduce the environmental impact on health issues. As the scope of this research, this current study focuses on determining consumers’ purchase decisions regarding green products using a survey conducted in a fast-growing developing country. This research was descriptive and considered a conceptual framework for extending the Theory of Planned Behavior (TPB), which was selected as the primary theoretical model. The significant contributions and main objectives of this study are as follows—to explore the present scenario of green marketing in Bangladesh with previous studies, and to fill a research gap regarding green purchase decisions by applying the TPB model with adding additional constructs, such as environmental concerns, green perceived quality, and future green estimates. A range of qualitative and quantitative techniques were adopted to collect data from the target groups, where a sample of young educated Bangladeshi consumers (n = 638) was used to consider the measurement and structural models by applying a partial least squares-structural equation modelling (PLS-SEM) method. The empirical findings show that consumers’ environmental concern (EC), green perceived benefits (GPB), green awareness of price (GAP), green willingness to purchase (GWP), and future estimation of green marketing (GFE) have a strong positive influence on consumer’ green purchase decision (GPD). Still, the green perceived quality (GPQ) has a negative influence on green purchase decisions (GPD). To inform consumers about green or eco-friendly products, this study provides valuable suggestions to companies, marketers, and policymakers for designing green marketing tools such as green advertising, green branding, and eco-labels. Based on these findings, it gives some managerial insights for the promotion of green products and green marketing.

scholarly journals How Does Green Marketing Claim Affect Brand Image, Perceived Value, and Purchase Decision?

2021 ◽  
Vol 316 ◽  
pp. 01020
Author(s):  
Indah Fatmawati ◽  
Muhammad Athar Alikhwan
Keyword(s):  
Structural Equation ◽  
Sampling Method ◽  
Brand Image ◽  
Perceived Value ◽  
Green Marketing ◽  
Purchase Decision ◽  
Green Product ◽  
Purchase Decisions ◽  
Sustainable Society ◽  
Equation Modelling

The rise of pro-environmental awareness has promoted a new innovative local brand that considers sustainable society life. This study analyses how the green marketing claim of new local cleaner products influences the brand image, perceived value, and consumer purchase decisions. The respondents of this study are consumers of local shoe cleaner products claimed as green ones. The setting is a new brand of shoe cleaner introduced in Yogyakarta, Indonesia. This brand is a green product developed with a green marketing program. Using the purposive sampling method, we chose one hundred fifty respondents. The data analysis is using Structural Equation Modelling (SEM) of AMOS 21. Our result shows that green marketing significantly impacts brand image, perceived value, and purchase decisions. Brand image and perceived value affect purchase decisions substantially.

Analisa Pengaruh Motivasi Konsumen, Persepsi Kualitas, Dan Sikap Konsumen Terhadap Keputusan Pembelian Sepeda Motor PT. Yamaha Indonesia MFG

CICES ◽  
2019 ◽  
Vol 5 (2) ◽  
pp. 188-203
Author(s):  
Ria Wulandari ◽  
M. Ifran Sanni ◽  
Dani Ramadhan
Keyword(s):  
Decision Making ◽  
Regression Analysis ◽  
Qualitative Analysis ◽  
Purchase Decisions ◽  
Analysis Method ◽  
Purchasing Decisions ◽  
Processing Data ◽  
Customer Purchases ◽  
Customer Attitudes ◽  
Quantitative And Qualitative Methods

This research is motivated by a decline in motorcycle sales produced by PT. Yamaha Indonesia MFG in the 2014-2018 period. In this research there was a decrease in the decision on the power of interest in customer purchases on PT. Yamaha Indonesia MFG so that later can be analyzed in the formulation of this paper, that how customer take motorcycle purchase decisions amid the phenomenon of competition and increasingly crowded sales rivalries. The purpose of this research was to analyze the influence of motivation, perceived quality, and customer attitudes toward decisions in purchasing Yamaha motorbikes. This research uses quantitative and qualitative methods. The respondents in this research were 100 people who could meet one to five criteria consisting of; initiator (initiator), influencer (influencer), decision making (decider), purchase (buyer), user (user) motorcycle production PT. Yamaha Indonesia MFG. There are 3 hypotheses formulated and tested using the Regression Analysis method. In qualitative analysis it is obtained from the interpretation of processing data by providing information and explanation. In the results of this research shows the results of Motivation, Quality Perception, and Customer Attitudes have a relationship that has a significant impact on Purchasing Decisions.

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