2021•Unpublished venueOpen access

The Effect of Green Marketing Mix On Green Consumer Behavior and Green Purchasing Decision

Lili Karmela Fitriani, Entin Jumantini, Odang Supriatna, Jaelani Jaelani

Abstract

The research explores the effect of marketing mix on consumer behavior to buy environmentally friendly products—this research was conducted on AQUA, a mineral water brand. Green marketing and green product concepts have become the focus of attention from people in business to retaining consumers. Th

Open-access reader

About this research paper

What this paper is about

Why it matters

OpenAlex reports 6 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

Main findings

Findings are not separately available in the OpenAlex metadata.

Limitations

Limitations are not available in the OpenAlex metadata.

Applications

Application details are not available in the OpenAlex metadata.

Available abstract

Key concepts: Green marketing, Business, Marketing, Purchasing, Marketing mix, Consumer behaviour, Environmentally friendly, Product (mathematics)