Pengaruh Green Marketing Terhadap Green Buying Behavior Pada Produk Innisfree Dengan Environmental Knowledge Dan Green Consumption Sebagai Variabel Mediasi

Fahlepi, Mochamad Reza and Widodo, Teguh (2022) Pengaruh Green Marketing Terhadap Green Buying Behavior Pada Produk Innisfree Dengan Environmental Knowledge Dan Green Consumption Sebagai Variabel Mediasi. e-Proceeding of Management, 9 (5). (Unpublished)

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Abstract

Currently the topic of environmental problems is increasing so that it becomes a big demand for companies to develop ideas and creativity in creating a strategy to overcome the increasing environmental problems. One of the strategies to overcome increasing environmental problems is by implementing environmentally friendly marketing strategies or what is commonly called green marketing. Innisfree is one of the companies in the skin care sector that implements a green marketing strategy. In this study, researchers used ecolabeling, green advertising, and green branding variables in describing green marketing. This study uses a questionnaire data collection technique with an ordinal scale and data analysis techniques used in this study. namely Partial Least Squares Structural Equation Modeling (PLSSEM). Based on the results of data analysis, it was concluded that ecolabeling, green advertising, and green branding had no significant effect on green buying behavior, ecolabeling, and green advertising had no significant effect on environmental knowledge, green branding had a significant effect on environmental knowledge, ecolabeling and green branding had a significant effect. on green consumption, green advertising has no significant effect on green consumption, environmental knowledge and green consumption on green buying behavior

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