The Influence of Regulations on Green Marketing Through Consumer Behavior in Shrimp Exporting Companies

Objective: This study aimed to analyze the influence of regulations on green marketing through consumer behavior in shrimp exporting companies in East Java.   Theoretical Framework: In this topic, regulations refer to how policies and rules set by the government or regulatory bodies influence the way consumers act, behave, or make decisions in consumption activities. These regulations can apply in various economic fields and sectors, such as health, environment, finance, consumer products, and others.   Method: A quantitative method was used, while data were collected through a survey of shrimp exporting companies in East Java. The samples comprised 42 shrimp companies and data were analyzed using SEM-PLS.   Results and Discussion: The results showed that government regulations have a significant effect on consumer behavior in shrimp exporting companies. Regulations that effectively guide consumers towards selecting environmentally friendly products can motivate companies to further improve green marketing.   Research Implications: The results provide practical guidance for shrimp exporting companies in the quest to achieve sustainable growth through environmentally responsible business strategies.   Originality/Value: This research highlights the role of regulations in encouraging companies to adopt environmentally friendly marketing practices and is specifically carried out in shrimp exporting companies in East Java, Indonesia.