Green Marketing Tools, Religiosity, Environmental Attitude And Green Purchase Behaviour Among Millenials Generation

Abstract

The purpose of the research isto examine relationship between Green Marketing Tools (GMT), Environmental Attitudes (EA), Religiosity and Green Purchase Behavior (GPB) and test Religiosity moderates between Environmental Attitudes (EA) and Green Purchase Behavior (GPB). This study employs samples using a questionnaire instrument. The result of the collected 268 questionnaires of respondents were processed using descriptive and quantitative analysis data using SEM (Strutural Equation Model) analysis techniques with Stata 13. The results showed that millennial generation in shaping their engagement behavior on environmental issues is influenced by environmentally friendly advertisements, attributes or labels used on a product, then perceptions of environmentally friendly brands and trust in environmentally friendly advertisements, trust in compliance or environmentally friendly labels and brands that are on the products they know.The findings of this study suggest that individual factors in the form of religious and situational factors in the form of green marketing tools in the form of eco labels, eco brands, trusts or trust in eco labels and eco brands, and environmental advertising affect green behavioral.

“Green Marketing”An Analysis of Strategy Approach, Challenges, and Opportunities for Business (Study Literature Review)

“…The next study from (Solekah et al, 2020) with the results of research Green behavior is influenced by individual factors such as religious and situational factors, green marketing tools, green labels, green label beliefs, financial or green labels and brands, and environmental promotions, with recommendations Behavioral analysis related to technology development. Psychological aspects can be used for further research, the next study Behavioral analysis related to technology development.…”

“…Green marketing as a concept with business is proven in the presentation delivered with the results of research which is also submitted to dozens of scientific articles such as from (A. ; (Arli &;Tjiptono, 2017), (Chung, 2020), (Szabo &;Webster, 2021), (Solekah et al, 2020), (Tanwari, 2020), (Khan et al, 2020), (Al-Majali &;Tarabieh, 2020 ), (Shabbir et al, 2020) and . Some of the results of the research above are related to this research by proving and corroborating the truth that the concept of green marketing has been used in various business organizations with various gaps and phenomena.…”

The Emergence of Green Management and Sustainability Performance for Sustainable Business at Small Medium Enterprises (SMEs) in the Culinary Sector in Indonesia

“…According to Garzella and Fiorentino [17], the impact of green management policies is related to four dimensions, namely 1) environmental strategy formulation in the form of integrating the legitimacy and the significance of the biophysical environment into the strategic process formulation; 2) synchronization of environmental strategies and practices in the form of implementation processes; 3) achievement of environmental results in the form of actual performance and the impact of strategic measures on the biophysical environment; 4) finance and competitiveness in the form of the impact of better environmental processes on earnings, costs, and competitive advantage. Some research on green management including Asni and Agustia [18], that focus on green innovation, another research discusses about corporate governance and green innovation [19], green market orientation and supply chain management [20][21][22] green technology and supply chain [23,24] green marketing and supply chain [25].…”

Evading the Entrepreneurship: A Study to Discover Implementable Online Approaches to Avoid Greenhouse Consequences

“…Green product listing tries to address all the credible and easily readable information related to environmental safety (Amankwah-Amoah, 2020) states that product listing is an essential and worth considering tool to overcome the pressure of competitors and strengthening the relationship between a product and a customer (Ariffin et al, 2019;Amankwah-Amoah, 2020). Previous studies found that if we add an environment friendly effect to our product listing, it will automatically manipulate the mindsets and behaviour of the consumers (Solekah et al, 2020). They discussed that this thing works as a great marketing tool, but there is a need to share the importance of environment friendly products and their distinct features, which make them superior over regular products (Ezzati, 2021).…”