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Authors: Disman Disman and Amir Machmud

Affiliation: Universitas Pendidikan Indonesia, Jl. Dr. Setiabudhi 229, Bandung, Indonesia

Keyword(s): Green Marketing, Green Product, Purchase Behaviour and Structural Equaion Model.

Abstract: This study aims to analyze the influence of Green Marketing on students' purchasing decisions in using green product. The method used in this study is an explanatory survey with data collection techniques through interviews and questionnaires. The collected data is then analyzed by using Structural Equation Model (SEM). The population is a student use green produc (Packaged tea drink Returnable Glass Bottling (RGB) amounted to 160. The results from the study indicate that green marketing had a positive effect on the purchase order .This finding implies that to increase buying interest and decision Purchase of tea drinks in RGB packaging can be done through a green marketing strategy.

CC BY-NC-ND 4.0

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Paper citation in several formats:
Disman, D. and Machmud, A. (2018). The Influence of Green Marketing on Purchase Behaviour. In Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - ICEEE; ISBN 978-989-758-308-7, SciTePress, pages 191-194. DOI: 10.5220/0006883001910194

@conference{iceee18,
author={Disman Disman. and Amir Machmud.},
title={The Influence of Green Marketing on Purchase Behaviour},
booktitle={Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - ICEEE},
year={2018},
pages={191-194},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0006883001910194},
isbn={978-989-758-308-7},
}

TY - CONF

JO - Proceedings of the 2nd International Conference on Economic Education and Entrepreneurship - ICEEE
TI - The Influence of Green Marketing on Purchase Behaviour
SN - 978-989-758-308-7
AU - Disman, D.
AU - Machmud, A.
PY - 2018
SP - 191
EP - 194
DO - 10.5220/0006883001910194
PB - SciTePress