THE INFLUENCE OF ENTERPRISES GREEN MARKETING BEHAVIOR TOWARD CONSUMERS GREEN CONSUMPTION INTENTION ON GREEN COSMETICS WITH MEDIATING AND MODERATING VARIABLE

Cantika, Irviniea Juventya (2023) THE INFLUENCE OF ENTERPRISES GREEN MARKETING BEHAVIOR TOWARD CONSUMERS GREEN CONSUMPTION INTENTION ON GREEN COSMETICS WITH MEDIATING AND MODERATING VARIABLE. S1 thesis, Universitas Atma Jaya Yogyakarta.

Preview	Text (Irviniea Juventya Cantika) 191225210_Chap 0.pdf Download (330kB) | Preview
Preview	Text 191225210_Chap 1.pdf Download (412kB) | Preview
Preview	Text 191225210_Chap 2.pdf Download (441kB) | Preview
	Text 191225210_Chap 3.pdf Restricted to Registered users only Download (451kB)
	Text 191225210_Chap 4.pdf Restricted to Registered users only Download (513kB)
Preview	Text 191225210_Chap 5.pdf Download (1MB) | Preview

Abstract

This study examines the influence of business green marketing behaviour toward consumers green consumption intention, specifically focusing on the case of local green cosmetics in Indonesia. As the relationship between humans and the environment becomes increasingly strained, green marketing has emerged as a necessary tool for sustainable development. Using a survey design and collecting data from 159 respondents, this study employs SmartPLS and a 5-point Likert scale for data analysis. The findings reveal that enterprises' green marketing behaviour positively impacts consumers' green consumption intention. Moreover, consumer perceived effectiveness partially mediates the relationship between enterprises' green marketing behaviour and consumers' green consumption intention. However, consumers' environmental awareness weakens this mediating effect. Additionally, two experiments support two conclusions: substantive green marketing activities have a stronger influence on promoting consumers' green consumption intention compared to symbolic activities, and the presence of others enhances the positive effect of enterprises' green marketing behaviour on consumers' green consumption intention. Consequently, it is recommended that enterprises adopt green marketing strategies, provide consumers with a clear perception of their green contribution, prioritize substantive green marketing activities, optimize offline sales scenarios, and strive to enhance competitiveness and achieve sustainable development.

Actions (login required)

View Item