Abstract
Customers in choosing products will choose based on what is most needed and what is most suitable for them. Purchasing decisions can be influenced by various factors including green marketing, brand awareness and price perception. The purposes of this study are analyzing the effect green marketing, brand awareness, price perceptions on purchase decisions. The sample used in this study as many as 90 respondents were determined by purposive sampling. The data analyzed using multiple linear regression The results of this study are green marketing, brand awareness, price perceptions have a positive effect on purchase decisions
Highlights
Since the last few decades the world community's awareness of the importance of environmental conservation has increased
The items of brand awareness were adapted from Yoo dan Donthu (2001), The items of price perceptions were adapted from Petrick (2002) and the item of purchase decisions were adapted from Radder dan Huang (2008)
Green marketing has a positive effect on purchasing decisions
Summary
Since the last few decades the world community's awareness of the importance of environmental conservation has increased. This increase was triggered because there were fears of the possibility of a threat to a life-threatening environment, not just health, but to the lives of humans and their offspring. All of these environmental problems are realized as a result of the problems of public consumption behavior, which are met by industrial activities. Green marketing is a necessity in the business world (Situmorang, 2011)
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