The Influence of Green Marketing on Purchase Behaviour

Disman Disman, Amir Machmud

2017

Abstract

This study aims to analyze the influence of Green Marketing on students' purchasing decisions in using green product. The method used in this study is an explanatory survey with data collection techniques through interviews and questionnaires. The collected data is then analyzed by using Structural Equation Model (SEM). The population is a student use green produc (Packaged tea drink Returnable Glass Bottling (RGB) amounted to 160. The results from the study indicate that green marketing had a positive effect on the purchase order .This finding implies that to increase buying interest and decision Purchase of tea drinks in RGB packaging can be done through a green marketing strategy.

Paper Citation

in Harvard Style

Disman D. and Machmud A. (2017). The Influence of Green Marketing on Purchase Behaviour.In Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - Volume 1: ICEEE, ISBN 978-989-758-308-7, pages 191-194. DOI: 10.5220/0006883001910194

in Bibtex Style

@conference{iceee17,
author={Disman Disman and Amir Machmud},
title={The Influence of Green Marketing on Purchase Behaviour},
booktitle={Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - Volume 1: ICEEE,},
year={2017},
pages={191-194},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006883001910194},
isbn={978-989-758-308-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - Volume 1: ICEEE,
TI - The Influence of Green Marketing on Purchase Behaviour
SN - 978-989-758-308-7
AU - Disman D.
AU - Machmud A.
PY - 2017
SP - 191
EP - 194
DO - 10.5220/0006883001910194