Putra, Bintang Kharisma and , Soepatini, S.E., M.Si., Ph.D (2024) Analyzing The Role Of Environmental Knowledge As A Moderator Of The Green Marketing Mix On Purchase Intention. Skripsi thesis, Universitas Muhammadiyah Surakarta.
![[img]](https://eprints.ums.ac.id/style/images/fileicons/application_pdf.png) |
PDF (Surat Pernyataan Publikasi)
Surat Pernyataan Publikasi - Bintang.pdf Restricted to Repository staff only Download (310kB) | Request a copy |
|
PDF (Naskah Publikasi)
NASKAH PUBLIKASI.pdf Download (250kB) |
Abstract
The purpose of this study is to explore how the green marketing mix elements such as product, price, distribution, and promotion influence the intention of Indonesian Gen Z and millennials to buy green furniture from Ace Hardware, IKEA, Informa, KANA Furniture, and Uwitan. The study also assesses the role of environmental knowledge as a moderator. The research involved 256 participants who completed a descriptive and quantitative survey. The findings indicate that green price, green place, and green promotion are significant factors that influence customer purchase intentions, as revealed by multiple regression analysis. However, green products do not seem to have a significant impact on purchase intentions. Environmental knowledge moderates the relationship between green products and green places on purchase intentions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Green Product, Green Price, Green Place, Green Promotion, Environmental Knowledge, Purchase Intention. |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username b101173020 |
| Date Deposited: | 13 Feb 2024 02:56 |
| Last Modified: | 13 Feb 2024 02:56 |
| URI: | http://eprints.ums.ac.id/id/eprint/122243 |
Actions (login required)
 |
View Item |
