Due to eco-sustainable marketing practices, customer consciousness has increased the use of eco-sustainable goods in India. This provides new opportunities for businesses and researchers in terms of eco-sustainable behavior; however, the market analysis in India is weak. This study examines the factors that trigger consumers to purchase eco-sustainable products and the interrelationship between environmental knowledge (EK), environmental concern (EC), green attitude (GA), and perceived behavior control (PB) among Indian consumers. The data were collected from 514 respondents, using purposive and snowball sampling. Using IBM SPSS 23.0 software, we employed exploratory factor analysis, a homogeneity test, Pearson’s correlation, and multiple regression for a multicollinearity test for data analysis. The results revealed that EK, EC, and GA are positively related and strongly influence eco-friendly purchasing behavior. Moreover, EK and EC are the strongest determinants of PB for eco-friendly products. This research will help green marketers to develop new green strategies to increase sales volumes and build relationships with target green customers.

This study aims to develop an ethics index of education services at universities in Indonesia with an approach to marketing education services. This is because service ethics is a long-term investment to build trust by providing services that can create ethical education. This research was calculated using the “weighted average value” of each indicator of service ethics, with a population of students from State and Private Universities in Banjarmasin and Makassar. Based on findings obtained from two major groups of the University, namely Higher Education in the City of Banjarmasin and Higher Education in the City of Makassar, the University has a Good Higher Education Ethics Performance (KEPT). Each University, whether Higher Education in Banjarmasin City or Higher Education in Makassar City has different characteristics, for Higher Education in Banjarmasin and Makassar City have similarities with the highest aspects in the Education Service Ethics Index in Higher Education, namely Lecturers provide opportunities for students to apply the lowest questions and aspects, namely the campus building does not provide facilities for students with disabilities or special needs (there are no block or road markers, there are toilets for people with disabilities, names or room numbers using braille).

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Organizational culture is essentially a system of general values, while Value is a guideline underlying how an organization thinks, makes decisions, behaves and acts. The main value promoted in an educational services institution is in the form of educational services. The ethics of education services is one of the efforts in improving the quality of education. The ethics of education services are a means of fulfilling service services in education. This study discusses how the implementation of the ethics index of education services in higher education as an effort to realize organizational value. The purpose of this study is to apply and measure the ethics index of educational services as an effort to realize organizational values in universities in the capital. The research method used is a descriptive quantitative approach, with the sample obtained from the population is College Students in the Capital City. The output achieved in this study is the ethical index value of higher education services can show the extent to which organizational values are understood in depth, embraced and championed by most members of the organization, in the form of Predictabilityspontaneity, Internal focus-external focus, Order-flexibility and Long term short term is manifested to its customers or students in a measurable and sustainable manner.