EFFECTS OF GREEN PRODUCT AND GREEN ADVERTISING TOWARD PURCHASE DECISION
EFFECTS OF GREEN PRODUCT AND GREEN ADVERTISING TOWARD PURCHASE DECISION
Author(s): Vanesha Rahmania, Sulastri Sulastri, Zakaria WahabSubject(s): Marketing / Advertising
Published by: Research Publishing SRL
Keywords: green product; green advertising; purchase decision; buying insterest;
Summary/Abstract: The present empirical study aims to determine the effects of green products and green advertising on purchasing decision with buying interest as a mediating variable. The sample of the study sonsist of 10 It is a case study investigating the Body Shop’s consumers that also have an account the Instagram social media platfrom.The respondents were chosen using non-probability sampling. The primary data were collected using a questionnaire containing 31 statements in google form format and the data were analyzed using Structural Equation Modeling (SEM). Smart PLS software was used test the variables and the results show a substantial positive effect of green products and green advertising toward purchase decisions for the Body Shop users on Instagram. The study also reveal a significant positive effect of green products and green advertising toward buying interest.
Journal: Junior Scientific Researcher
- Issue Year: 6/2020
- Issue No: 2
- Page Range: 34-44
- Page Count: 11
- Language: English