Analysis of The Effect of Green Marketing on Consumer Purchasing Decisions on The Body Shop Gorontalo Product

Abstract

Consumer purchasing decisions are one of the classic problems that require further study by a marketer or company because they are motivated by consumer behavior that is always changing every time. Green marketing is one of the marketing concepts that aims to implement the company's marketing strategy in the environmental context, specifically in this study the products of the body shop Gorontalo. This study aims to answer whether green marketing has a significant influence on consumer purchasing decisions. The instruments used are green marketing tools namely environmentally friendly products, premium prices, environmentally friendly promotions, and environmentally friendly distribution. There were 76 respondents involved in this study. The analytical method used is simple regression. The results showed that green marketing had a significant influence on consumer purchasing decisions at the Gorontalo body shop (t count> t table), and 46.2% of consumer purchasing decisions at the Gorontalo body shop could be explained by the inherent green marketing factors on the body shop products.

Exploring the Effect of Green Marketing Strategies on Purchasing Decisions in Nigeria's Fast-moving Consumer Goods Sector

“…Kotler and Armstrong (2016) contended that a consumer's purchase decision is a reflection of their decisiveness during the purchasing process as well as the processes that precede and follow it. The dynamics and traits of consumer behaviour-including what they buy, how they buy, why they buy, and how they use or dispose of what they buy-are essentially the foundation of consumer purchasing and buying decisions (Dixon-Ogbechi, 2019; Quang,2021Silaban et al2021 Consumers are known to be faced with myriads of determining factors in a purchasing decision state and it is essential for managers and marketers to know at every point how to influence consumer purchasing decision with the marketing mix elements of price, product, place and promotions (Wolok, 2019;Xue & Jo,2023).…”

PENGARUH GREEN MARKETING TERHADAP PURCHASE DECISION YANG DIMEDIASI OLEH BRAND IMAGE (Studi pada AMDK Ades di Kota Denpasar)

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The Body Shop "Forever Against Animal Testing”

“…How this campaign helped The Body Shop in increasing its market share and profit. Research conducted by Wolok (2019) found that The effect of green marketing on consumer purchasing decisions on The Body Shop Gorontalo product related to environmental sustainability has a major effect on customer buying decisions. The variables used in this study are green marketing tools, environmentally sustainable goods, quality rates, environmentally friendly promotions, and environmentally friendly delivery.…”