Nowadays, consumption patterns based on green products are pretty popular and have become a choice for various social strata. The study of the factors that influence consumer decisions, including how satisfaction is creating, has been widely discussed in empirical research. There are two approaches to observing this phenomenon: the Servqual theory approach and the marketing mix approach. This study empirically examines how the marketing mix elements can contribute to customer satisfaction and loyalty in green products, especially organic vegetables, in the Yogyakarta region. We want to see from this phenomenon the most substantial element that contributes to customer satisfaction. The data collecting with a questionnaire that distributing with snowball sampling with 80 respondents selected; however, only 65 questionnaires can be processing due to missing and outlier data. With Moderated Regression Analysis, this study found that satisfaction is the quasi moderator in the relationship between marketing mix variables and customer loyalty and conclude that marketing mix elements cannot affect customer loyalty directly but must moderating by satisfaction. Post hoc analysis with policy review also enriched this result of the study and found the dearth of policies supporting the trading mechanism in organic products. This study recommends that the government prepare policies about certification scheme and organics trading mechanism favours farmers.

The COVID-19 pandemic has created new habits for the people of Indonesia. Cycling has become a more popular habit and hobby in some society members during mandatory work from home. Self Determination Theory, which explains the human motivation, personality development, and behavioural self-regulation, will be used in this research context to develop a research model. This research examines how hedonic motivation and psychological needs as inner resources for behavioural decision making and social influence as external coercion influences environmentally friendly behaviour. We used multiple regression analysis and found that hedonic motivation and psychological needs influence environmentally friendly behaviour. It can be concluded that environmentally friendly behaviour is more straightforward to develop with inner motivation than external coercion.