Work

The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision

Year: 2021

Type: conference-paper

Abstract: The research explores the effect of marketing mix on consumer behavior to buy environmentally friendly products—this research was conducted on AQUA, a mineral water brand. Green marketing and green product concepts have become the focus of attention from people in business to retaining consumers. Th

Source: Universitas Kuningan International Conference on Social Science, Environment and Technology (UNiSET)

DOI: 10.4108/eai.12-12-2020.2304969

Authors: Lili Fitriani, Entin Jumantini, Odang Supriatna, Jaelani Jaelani

Institution: Universitas Kuningan

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: bronze

OpenAlex ID: W3133738168

FWCI: 2.684

Cites: 27

Cited by: 16

Related to: 10