Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Lokawati: Jurnal Penelitian Manajemen dan Inovasi Riset
Cysca Adeleida Langi
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Strategi Green Marketing dan Pengaruhnya terhadap Persepsi Konsumen: Studi pada Mahasiswa Politeknik Negeri Manado Cysca Adeleida Langi; Diana Roweina Susana Maramis; Willem Gilbert Pomantow; Romana Octavia Debora Pessak; Kevin Keril Pangemanan
Lokawati : Jurnal Penelitian Manajemen dan Inovasi Riset Vol. 4 No. 5 (2026): September: Jurnal Penelitian Manajemen dan Inovasi Riset
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/lokawati.v4i5.2754

Abstract

Green marketing strategies have a major influence on consumer perceptions and can shape how consumers evaluate products and services. Today’s consumers are becoming more careful when choosing goods and services, particularly by considering how products and business practices may impact the environment. The purpose of this study is to examine how the application of green marketing strategies affects consumer perception. Consumer perception is important because it can shape buying interest and influence consumer purchasing decisions. To examine how green marketing influences consumer perceptions, this study uses a qualitative research approach with Gen Z students at Manado State Polytechnic as the research subjects. The results obtained in this study show that Gen Z students pay more attention to transparency, specificity, and supporting evidence in green marketing practices. They consider detailed information, measurable claims, and clear language about marketed products as important factors in determining whether a product can be trusted and whether they are interested in purchasing it. Therefore, clear and credible green marketing information plays an important role in shaping consumer perceptions and purchasing interest.
Co-Authors Diana Roweina Susana Maramis Kevin Keril Pangemanan Romana Octavia Debora Pessak Willem Gilbert Pomantow