The influence of Green Marketing on Decision Purchasing Organic Products with Interests of Buying as an Intervening Variable at Manado City, Indonesia

Abstract

This research attempts to test and analyze the influence of green marketing on the customers' decision tobuy organic product with the interest to buy as an intervening variable. This is an explanatory research withquantitative method and survey method. The modelling refer to the theories of marketing mix and plannedbehaviour. The research population are customers who buy organic products at the supermarket or modernmarket in Manado city, Indonesia. The samples are 120 respondents. The sampling was conducted bypurposive sampling technique and data analysis techinique. It also involves confirmatory factor analysis andpath analysis, with SPSS 18 application. The result shows following facts: green marketing does not havedirect and significant influence on customers' buying attitude; green marketing does not have direct andsignificant influence on customers' purchase decision; buying interest has direct and significant influenceon the customers' decision; green marketing does not have direct and significant influence on customers'decision with buying interest as the intervening variable.

Customer's Purchase Decision in Alfamaret Tataaran II Minahasa

“…It obtained that tcount = 11.533 at the 95% confidence level (α = 0.05), the value of ttable = 1, 655 turns out to be greater than ttable (11,533> 1,655). This means that the price perception variable (X2) is in line with Sugiarto (2013), Kusdyah (2010), Manongko and Kambey (2018), Garatu (2013), Verina, Yulianto, and Latif (2014), Zeithaml (2002), and Pardede and Haryadi (2018. Thus, the hypothesis that states that there is a significant influence between price perceptions (X2) on purchasing decisions at Alfamart Tataaran II Minahasa is accepted.…”

Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior

“…In recent years, it raised the number of customers who were willing to purchase green items. GPB was calculated by certain variables of ecological concern, such as Environmental attitude [40,55], environmental knowledge [56], personality characteristics of consumers [57], eco-sustainable products, ecosustainable marketing approaches and ecological concerns [55,58]. These were investigated as factors affecting consumers' GPB [59][60][61].…”

The Green Marketing Mix: A Review of Customers’ Body Shop Purchase Intention

“…Manongko & Kambey stated that green marketing itself is an approach that is used to stimulate the company's acivities from planning to the distribution activity in an environmentally-friendly manner (Manongko & Kambey, 2018). This strategy is a part of promotional practice, to show the company's compliance and concern for the society, with the purpose of shaping the consumer behavior towards the brand (FuiYeng & Yazdanifard, 2015).…”

“…In other words, green product can be define as those products or services which do not overconsume the natural resources and do not cause any harm or bring toxic to the environment (Mahmoud, 2018). In addition, those products which are not excessing the usage of resources and produce immoderate litters, as well as causing severity to animals can also called as green product (Manongko & Kambey, 2018). Basically, assessment on the product's label and packaging can be used as a measurement of a green product.…”