The Analysis of Green Marketing Strategy and Product Atributes on Purchase Decision of Green Products

Agus Supandi Soegoto, Frederik G. Worang, Regina Saerang

2017

Abstract

The current offer of green products are increasingly diverse, including product attributes and quality, along with the increasing competition and public awareness of the use of green products in life. This study aims to determine if the application of Green Marketing Strategy and Product Attributes can influence the decision to buy products by consumers who shop for green products. The sample of this research is 75 respondents with descriptive associative method and multiple linear regression analysis technique. The results shows the Green marketing strategy and product attributes simultaneously significant affects purchasing decision of green products. Green Marketing Strategy has a positive and significant effect on the purchase of green products and Product Attributes is influential but not significant to the purchase of green products. The results of the significance test show that the proper use of Marketing Strategy by the company management will encourage consumers to make purchases, including repeated buying, while Product Attributes although it affects the decision of usage, it is not the main consideration in deciding to buy green products offered by the company.

Paper Citation

in Harvard Style

Soegoto A., Worang F. and Saerang R. (2017). The Analysis of Green Marketing Strategy and Product Atributes on Purchase Decision of Green Products.In 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP, ISBN 978-989-758-315-5, pages 141-145. DOI: 10.5220/0007078301410145

in Bibtex Style

@conference{iciebp17,
author={Agus Supandi Soegoto and Frederik G. Worang and Regina Saerang},
title={The Analysis of Green Marketing Strategy and Product Atributes on Purchase Decision of Green Products},
booktitle={1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,},
year={2017},
pages={141-145},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0007078301410145},
isbn={978-989-758-315-5},
}

in EndNote Style

TY - CONF

JO - 1st International Conference on Islamic Economics, Business, and Philanthropy - Volume 1: ICIEBP,
TI - The Analysis of Green Marketing Strategy and Product Atributes on Purchase Decision of Green Products
SN - 978-989-758-315-5
AU - Soegoto A.
AU - Worang F.
AU - Saerang R.
PY - 2017
SP - 141
EP - 145
DO - 10.5220/0007078301410145