CONSUMER ATTITUDES ANALYSIS TOWARD GREEN PRODUCT SARIAYU MARTHA TILAAR AND THE BODY SHOP
CONSUMER ATTITUDES ANALYSIS TOWARD GREEN PRODUCT SARIAYU MARTHA TILAAR AND THE BODY SHOP
Author : R. NURAFNI RUBIYANTI; ARRY WIDODO; KIKI RIZKY YULIANTI Published on : International Conference on ???Global Trends in Academic Research
Abstract
Charter and Polonsky (1999) state that Green marketing is the marketing or promotion of a product based on its environmental performance or an improvement thereof (Charter and Polonsky, 1999). Honda injection is one example of environmentally friendly products, where the injection system is used to inject fuel into the combustion chamber, by changing the fuel particles into the fog. This study aims to determine the effect of green marketing on purchased decision by consumer perceived value of Honda motorcycles injection. This research used Green Marketing theory by Singh(2010) which is influence the perceived value (Kotler & Keller, 2012) and affected purchased decision (Mohammad, 2012). The main instrument of data collection was a questionnaire that measured with Likert scale. This research took 400 respondents who are consumers of Honda motorcycles injection. The analytical method used is the Path Analysis (Ghozali, 2009). The results shows that green marketing has a significant influence on perceived value in the purchasing decision Honda motorcycles injection.
