THE INFLUENCE OF GREEN MARKETING, GREEN AWARENESS AND GREEN PRODUCTS ON PURCHASING DECISIONS
DOI:
https://doi.org/10.66755/belacoss.v2i1.120Keywords:
Green Marketing, Green Awareness , Green Products , Purchase DecisionsAbstract
The purpose of this study is to determine the influence of Green Marketing, Green Awareness, and Green Products on The Body Shop Product Purchase Decision. This study uses a quantitative approach collected through the distribution of google form questionnaires to consumers who purchase The Body Shop products at Summarecon Mall Bekasi, which is the population in this study. The sample of this study was selected using the purposive sampling technique, with a total of 160 respondents. This study uses an analysis method, namely Partial Least Square (PLS). The results of this study show that: (1) Green Marketing has a positive and significant effect on Purchase Decisions on The Body Shop products. (2) Green Awareness has a positive and significant effect on the Purchase Decision on The Body Shop products. (3) Green Products have a positive and significant effect on the Purchase Decision on The Body Shop products.
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