SUSTAINABILITY MARKETING MIX ON PURCHASE DECISION THROUGH
CONSUMER’S GREEN ATTITUDE AS THE MODERATING VARIABLE
Dublin Core
Title
SUSTAINABILITY MARKETING MIX ON PURCHASE DECISION THROUGH
CONSUMER’S GREEN ATTITUDE AS THE MODERATING VARIABLE
CONSUMER’S GREEN ATTITUDE AS THE MODERATING VARIABLE
Subject
sustainability, green marketing, sustainability marketing mix, purchase decision,
consumer’s green attitude
consumer’s green attitude
Description
Today, the importance of sustainability is increasing as environmental issues have
become a concern for both businesses and consumers. Companies must swiftly
comprehend the idea of sustainability and begin to assess themselves as businesses
need to make a profit to survive, but to be sustainable, they need to balance the
other two priorities, namely people and the planet. Hence, the idea of sustainable
marketing has emerged. It focuses on the need to practice sustainability as well as
to meet the needs, without harming future generations, by having green movement
as core business goals. This study aims to identify the influence of sustainability
marketing mix in purchasing decisions towards green personal care products, The
Body Shop, in the Indonesian context and to reveal the role of consumer’s green
attitudes as moderating variable. This is a quantitative research. Meanwhile, the
data analysis technique consists of testing the validity and reliability, simple linear
regression, hypothesis testing and moderated regression analysis. The findings
show that the sustainability marketing mix has a positive and significant effect on
purchasing decisions for green products in Indonesia, moderated by consumer’s
green attitude.
become a concern for both businesses and consumers. Companies must swiftly
comprehend the idea of sustainability and begin to assess themselves as businesses
need to make a profit to survive, but to be sustainable, they need to balance the
other two priorities, namely people and the planet. Hence, the idea of sustainable
marketing has emerged. It focuses on the need to practice sustainability as well as
to meet the needs, without harming future generations, by having green movement
as core business goals. This study aims to identify the influence of sustainability
marketing mix in purchasing decisions towards green personal care products, The
Body Shop, in the Indonesian context and to reveal the role of consumer’s green
attitudes as moderating variable. This is a quantitative research. Meanwhile, the
data analysis technique consists of testing the validity and reliability, simple linear
regression, hypothesis testing and moderated regression analysis. The findings
show that the sustainability marketing mix has a positive and significant effect on
purchasing decisions for green products in Indonesia, moderated by consumer’s
green attitude.
Creator
Nindya Saraswati1) Aditia Wirayudha
Source
https://jurnal.stie-aas.ac.id/index.php/IJEBAR
Date
2022
Contributor
peri irawan
Format
pdf
Language
english
Type
text
Files
Collection
Citation
Nindya Saraswati1) Aditia Wirayudha, “SUSTAINABILITY MARKETING MIX ON PURCHASE DECISION THROUGH
CONSUMER’S GREEN ATTITUDE AS THE MODERATING VARIABLE,” Repository Horizon University Indonesia, accessed June 13, 2025, https://repository.horizon.ac.id/items/show/7959.
CONSUMER’S GREEN ATTITUDE AS THE MODERATING VARIABLE,” Repository Horizon University Indonesia, accessed June 13, 2025, https://repository.horizon.ac.id/items/show/7959.