{"title":"丹柏的绿色营销手段，是对半吊子产品的body shop","authors":"Felix Sutisna, Yustina Peniyanti Jap","doi":"10.52859/jbm.v12i1.499","DOIUrl":null,"url":null,"abstract":"The purpose of this research is to analyze the effect of green marketing tools on the decision behavior to buy green products mediated by the intention to buy green products. There are five variables in this study, namely ecological brand image, ecological labeling, ecological advertisement, purchase intention and buying decision behavior. The sample of this research is 274 consumers of The Body Shop. The method of analysis of this research is Partial Least Squares (PLS) analysis. Partial least squares (PLS) analysis was performed using secondary data collection and hypothesis testing. The study concluded that among green marketing tools, only environmental advertising did not have a significant impact on the decision behavior to buy green products, either directly or indirectly.","PeriodicalId":489135,"journal":{"name":"Jurnal Bina Manajemen","volume":"22 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-08-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"DAMPAK GREEN MARKETING TOOLS TERHADAP PEMBELIAN PRODUK THE BODY SHOP\",\"authors\":\"Felix Sutisna, Yustina Peniyanti Jap\",\"doi\":\"10.52859/jbm.v12i1.499\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The purpose of this research is to analyze the effect of green marketing tools on the decision behavior to buy green products mediated by the intention to buy green products. There are five variables in this study, namely ecological brand image, ecological labeling, ecological advertisement, purchase intention and buying decision behavior. The sample of this research is 274 consumers of The Body Shop. The method of analysis of this research is Partial Least Squares (PLS) analysis. Partial least squares (PLS) analysis was performed using secondary data collection and hypothesis testing. The study concluded that among green marketing tools, only environmental advertising did not have a significant impact on the decision behavior to buy green products, either directly or indirectly.\",\"PeriodicalId\":489135,\"journal\":{\"name\":\"Jurnal Bina Manajemen\",\"volume\":\"22 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-08-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Jurnal Bina Manajemen\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.52859/jbm.v12i1.499\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Jurnal Bina Manajemen","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.52859/jbm.v12i1.499","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
摘要
本研究的目的是分析绿色营销工具对以购买绿色产品意愿为中介的购买绿色产品决策行为的影响。本研究中有五个变量，分别是生态品牌形象、生态标签、生态广告、购买意愿和购买决策行为。本研究的样本是The Body Shop的274名消费者。本研究的分析方法为偏最小二乘(PLS)分析。采用二次数据收集和假设检验进行偏最小二乘(PLS)分析。研究得出结论，在绿色营销工具中，只有环境广告对购买绿色产品的决策行为没有直接或间接的显著影响。
DAMPAK GREEN MARKETING TOOLS TERHADAP PEMBELIAN PRODUK THE BODY SHOP
The purpose of this research is to analyze the effect of green marketing tools on the decision behavior to buy green products mediated by the intention to buy green products. There are five variables in this study, namely ecological brand image, ecological labeling, ecological advertisement, purchase intention and buying decision behavior. The sample of this research is 274 consumers of The Body Shop. The method of analysis of this research is Partial Least Squares (PLS) analysis. Partial least squares (PLS) analysis was performed using secondary data collection and hypothesis testing. The study concluded that among green marketing tools, only environmental advertising did not have a significant impact on the decision behavior to buy green products, either directly or indirectly.
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