The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision

The research explores the effect of marketing mix on consumer behavior to buy environmentally friendly products—this research was conducted on AQUA, a mineral water brand. Green marketing and green product concepts have become the focus of attention from people in business to retaining consumers. The sample of the research is 147 people—the data analysis used SEM. The result indicates that Green Marketing Mix Affects Green Consumer Behavior significantly. Green Consumer Behavior affects Green Purchase Intention. Green Marketing Mix does not impact the Green Consumer Intention. Green Consumer Behavior and Green Purchase Intention affect the Green Purchase Decision.