UNCOVERING THE WEIGHTINESS OF GREEN MARKETING MIX AND CONSUMER ATTITUDE IN COSMETIC PRODUCT

Authors

  • Denysa Karisma Putri Institut Teknologi dan Bisnis Asia Malang
  • Widiya Dewi Anjaningrum Institut Teknologi dan Bisnis Asia Malang

DOI:

https://doi.org/10.32815/jibeka.v16i2.1038

Keywords:

Green Marketing Mix, Consumer Attitude, Brand Image, Purchasing Decision

Abstract

This study aims to determine the impact of the green marketing mix and consumer attitudes towards brand image and purchasing decisions, as well as to determine the mediating function of brand image. The object of this research is consumers of Love Beauty and Planet in Malang town with a total sample of 190 respondents who were selected by non-probability sampling technique. Quantitative data collected through questionnaires were analyzed using Partial Least Square (PLS) analysis. The results of the study reveal that the green marketing mix and consumer attitudes have a positive and strong direct impact on brand image and purchasing decisions, which brand image is also proven to be a mediator. It is recommended for further research to reveal more in-depth which dimension of green marketing is suitable to be seeded to make the brand image of Love Beauty and Planet getting stronger and the purchasing decisions of its customer increasing rapidly.

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Published

04-08-2022

How to Cite

Putri, D. K., & Anjaningrum, W. D. (2022). UNCOVERING THE WEIGHTINESS OF GREEN MARKETING MIX AND CONSUMER ATTITUDE IN COSMETIC PRODUCT. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 16(2), 322–335. https://doi.org/10.32815/jibeka.v16i2.1038

Issue

Vol. 16 No. 2 (2022): Jurnal Ilmiah Bisnis dan Ekonomi Asia

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Articles

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