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Yulia Hamdaini Putri
Manajemen, Universitas Sriwijaya
Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Mechanical Engineering Medicine & Pharmacology Neuroscience Physics Public Health Social Sciences Other

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Journal : distribusi

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THE IMPACT OF THE GREEN MARKETING MIX ON THE PURCHASING DECISIONS ABOUT LE MINERALE Nasution, Syahrial Sabari; Putri, Yulia Hamdaini; Maulana, Ahmad
Distribusi - Journal of Management and Business Vol. 13 No. 2 (2025): Distribusi, September 2025
Publisher : Fakultas Ekonomi dan Bisnis Universitas Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/distribusi.v13i2.660

Abstract

Global awareness of environmental issues has encouraged companies to adopt sustainability-oriented marketing strategies, known as green marketing. This study examines the influence of the green marketing mix on consumer purchasing decisions for Le Minerale bottled water products at Sriwijaya University. Using a quantitative method with 90 respondents, the research found that the green product and green place dimensions significantly influence purchasing decisions, while green price and green promotion do not. However, all four dimensions simultaneously have a significant influence on purchasing decisions, indicating that a comprehensive implementation of green marketing strategies can increase consumer trust and encourage more environmentally conscious purchases. Although limited to one brand and region, this study affirms the important role of green marketing as an effective strategy for companies committed to sustainability.
Co-Authors Abiyyah Hanan Ramadhani Achmad Anjas Asmara Agustina Hanafi Ahmad Maulana Ahmad MAULANA Ahmad Syathiri Ahmad Syatiri Akhmad Nazaruddin Akhmad Nazaruddin, Akhmad Ana Yanovi Ana Yanovi Andriana, Isni Anggraini, Sasti Annisa, Audi Rizky Aslamia Rosa Azzahra, Nafinka Badia Perizade Cean Maria Bella Dian Eka Dian Eka, Dian Farla, Wita Fera Widyanata Fida Muthia Fida Muthia Ghia Subagja Graciella Sabathini Hera Febria Mavilinda Hera Febria Mavilinda Hera Febria Mavilinda HERU WAHYUDI Ichsan Hamidi Iisnawati, Iisnawati Imam Asngari Indah, Ratu Islahuddin Daud, Islahuddin Kumalasari, Farida Lina Dameria Siregar Malinda, Shelfi Marisah isah Marlina Widiyanti, Marlina Maulana, David Mavilinda, Hera Febria Mohamad Adam Mohamad Adam Mohamad Adam Muchsin Saggaff Shihab Muhammad Farhan Muhammad Kemas Husni Thamrin Muizzuddin Muizzuddin Muizzuddin Muizzuddin Muizzuddin Muizzuddin, Muizzuddin Muthia, Fida Nasution, Syahrial Sabari Nofiawaty Nofiawaty Nofiawaty Nofiawaty Nofiawaty Nyimas Dewi Murnila Saputri Putri Hafiliah Pebriana Ramadani, Poni Fitria Rifani Akbar Sulbahri Sabathini, Graciella Saputri, Nyimas Dewi Murnila Sari, Ratih Kurnia Shelfi Malinda Siti Soeleha Subagja, Ghia Suhartini Karim Suhartini Karim Sulastri Sulastri Sulastri Syaendha Anugrah Al Fath Syathiri, Ahmad Tripermata, Lukita Ulandari, Meli Umar Hamdan UMAR HAMDAN AJ, UMAR Umar Hamdan, Umar Venita Venita Welly Nailis Welly Nailis Welly Nailis, Welly Yanovi, Ana Yulia Saftiana YULIA SAFTIANA, YULIA Yuliani Yuliani Yuliani Yuliani Yumi Lestari Yunita, Dessy