Abstract
The purpose of this study is to determine the concept of green marketing on Indonesian consumer behavior. The data analysis method was carried out by using regression analysis either partially or simultaneously. The results showed that the attitude and environment partially influenced the involvement of green products, while the attitude environment and the involvement of green products simultaneously influenced the involvement of Indonesian society in purchasing green products in selecting products. And the results of the simultaneous regression analysis from the ANOVA test with a significance level of 0.000. Because the significant probability is much smaller than 0.05, this indicates that simultaneously it states that there is an effect of attitude environment and the involvement of green products simultaneously influencing the involvement of green product purchases.
Highlights
ABSTRAK Tujuan penelitian ini adalah untuk mengetahui konsep pemasaran hijau pada perilaku konsumen indonesia
The results showed that the attitude and environment partially influenced the involvement of green products, while the attitude environment and the involvement of green products simultaneously influenced the involvement of Indonesian society in purchasing green products in selecting products
Pengujian kedua yang dilakukan adalah uji regresi linier sederhana terhadap attitude environmet sebagai variabel bebas, dan keterlibatan green product sebagai variabel terikat menunjukkan bahwa variabel independen memiliki nilai positif yang berarti berpengaruh positif terhadap variabel dependen
Summary
Jenis konsumen ini merasa bersalah karena kurangnya keberlanjutan konsumsi, dan terkadang mempertimbangkan dampak lingkungan saat membeli. Meskipun mereka tidak mau mengubah konsumsinya, mereka bersedia menjadikannya pribadi pengorbanan finansial untuk menopang planet ini
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
