THE INFLUENCE OF GREEN MARKETING STRATEGIES TO CONSUMERS ENVIRONMENTAL BEHAVIOUR

Gunawan, Yoan Nita (2016) THE INFLUENCE OF GREEN MARKETING STRATEGIES TO CONSUMERS ENVIRONMENTAL BEHAVIOUR. .. ISSN .

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Abstract

This research aims to investigate the influence of eco-labelling, green packaging and branding, environmental advertisement, green premium pricing, and eco-image to consumers’ environmental behaviour. The result found that in overall all has influence consumers’ environmental behaviour. However, when it came to partial test, only eco-labelling, green packaging and branding, and green premium pricing which contributes to the consumers’ environmental behaviour.

Item Type: Article
Uncontrolled Keywords: green marketing, eco-labelling, green packaging and branding, environmental advertisement, green premium pricing, eco-image, consumers’ environmental behavior.
Subjects: Manajemen > Pemasaran
Divisions: Fakultas Ekonomi > Manajemen Internasional
Depositing User: Editor UAJY
Date Deposited: 05 Jun 2017 08:13
Last Modified: 05 Jun 2017 08:13
URI: http://e-journal.uajy.ac.id/id/eprint/11809

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