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Green Marketing Strategy in Enhancing Consumer's Green Level: A Study on Greentailing Consumption in greater Jakarta area - Indonesia - Couverture souple

Frety, Sevita

 
9783845478296: Green Marketing Strategy in Enhancing Consumer's Green Level: A Study on Greentailing Consumption in greater Jakarta area - Indonesia
Couverture souple
ISBN 10 : 3845478292 ISBN 13 : 9783845478296
Editeur : LAP LAMBERT Academic Publishing, 2011

Synopsis

Environmental awareness has increased rapidly around the globe in recent years because it’s occurring now. This has lead to increasing consumer demands for greentailing. This research will therefore determine to what extent marketing mix, factors affecting consumer’s buying behavior and consumer’s knowledge on climate change issues influence the consumer’s green level. The main purpose of this study is to determine how is JABODETABEK consumer’s green level in terms of green, greener and greenest and what factors influence it. This study started with FGD (focus group discussion) to gain preliminary data and continue with questionnaire that was distributed through greentailing consumer. Hypotheses were constructed after literature review and FGD. Testing on the data obtained with descriptive analysis and SEM analysis This research has led to a conclusion of consumers green level in JABODETABEK is in green position. The main findings are on how to generate green marketing strategy, which must consists the combination of marketing mix and factors affecting consumer’s buying behavior.

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Présentation de l'éditeur

Environmental awareness has increased rapidly around the globe in recent years because it’s occurring now. This has lead to increasing consumer demands for greentailing. This research will therefore determine to what extent marketing mix, factors affecting consumer’s buying behavior and consumer’s knowledge on climate change issues influence the consumer’s green level. The main purpose of this study is to determine how is JABODETABEK consumer’s green level in terms of green, greener and greenest and what factors influence it. This study started with FGD (focus group discussion) to gain preliminary data and continue with questionnaire that was distributed through greentailing consumer. Hypotheses were constructed after literature review and FGD. Testing on the data obtained with descriptive analysis and SEM analysis This research has led to a conclusion of consumers green level in JABODETABEK is in green position. The main findings are on how to generate green marketing strategy, which must consists the combination of marketing mix and factors affecting consumer’s buying behavior.

Biographie de l'auteur

A housewife with a son and daughter who use to have a professional working experience promoting international brand on their rigorous marketing campaign.Concerns on our only planet earth has led Sevita Frety's quest on the research of Jabodetabek's inhabitant on consumption of green product - in short GREENTAILING.This is her first publication.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2011
Langue
anglais
ISBN 10 
3845478292
ISBN 13 
9783845478296
Reliure
Broché
Nombre de pages
128
Coordonnées du fabricant
non disponible
Personne responsable
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