The Green Brand Marketing Strategies that Utilize Word of Mouth : Survey on Green Electronic Products in Indonesia

Abstract

In this study, the objective is focused to explain the relationship between the three independent variables (price fairness, green brand quality and green risk) and Words of Mouth (WOM), which is mediated by the satisfaction and trust. Sample is taken as many as 200 visitors at the Mall in Surakarta -Indonesia, who had the intention to buy liquid edge display (LED) screen TV. Of all the questionnaires returned, there are 12 questionnaires that cannot be used. By using Generalized Structured Component Analysis, the results indicate that the satisfaction and trust is significantly influenced by the price fairness, green brand quality and green risk. Also found that WOM is significantly influenced by the trust. Furthermore it is found also that WOM is not influenced by the price fairness and green brand quality and it is found too that WOM is not influenced by satisfaction.

The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption

“…Previously validated measurement items were adapted to the context of this study. Table 1 presents how existing studies such as those by Martínez (2015), Taufique et al (2017), Mohd Suki (2016, Tsai (2014), Haryanto andBudiman (2016) and Yadav and Pathak (2017), which were adapted to measure the constructs in this study. The measures were operationalised with a five-point Likert scale.…”

“…The purchase of energy-efficient products involves a situation in which the buyer cannot ascertain the credibility of the environmental attributes of a product claimed by the seller (Atkinson and Rosenthal, 2014;Chen et al, 2019). The price and quality of the product have been identified as two relevant signals that can affect customer trust towards pro-environmental products (Chen and Chang, 2013;Marakanon and Panjakajornsak, 2017;Mulcahy et al, 2015;Haryanto and Budiman, 2016).…”

“…Perceived product price is considered a crucial determinant of the customer's decision to purchase eco-friendly products because they are often more expensive than conventional products (Testa et al, 2015). Evidence suggests that customers' perception of a product's economic value strongly influences their level of trust in the product (Haryanto and Budiman, 2016;Chen and Chang, 2013). An investigation into customer trust in organic food by Pandey and Khare (2017) indicated that perceived price is the strongest predictor of customer trust in the environmental attributes of organic food.…”

The Effect of Relationship Quality between Senior Customers and Service Providers on Word-of-Mouth in the Service Industry

“…In the study by Morgan and Hunt (1994), it was found that trust and commitment are major factors in deriving successful relationships between sellers and buyers (consumers) and that commitment, which is a concept similar to loyalty, is, in fact, a leading variable of loyalty. Moreover, Haryanto and Budiman (2016) claims that trust is a main factor in drawing the loyalty of customers at a shopping mall. To examine the relationship between trust and loyalty, many studies assert that trust in a salesperson is a determinant factor of loyalty and that it has a positive effect on consumers' behavioral loyalty (Chaudhuri and Holbrook, 2001;Kwon, Kim, and Lee, 2003;Sirdeshmukh, Singh, and Sabol, 2002;Taylor and Hunter, 2003).…”

Product types in moderating the process of buying street foods

“…Frequently that price is used as predictor of quality, that is if the price of a brand is high, the quality of that brand is also high, this is also called the reasonableness of price. In the behavioral process, price fairness is conceptually positively related to purchasing decisions, meaning the higher the fairness of the price, the higher the decision to buy against the product (Campbell 1999, Vaidyanathan & Aggarwal 2003, Xia et al 2004, Haryanto & Budiman 2016.…”