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All Journal Proceeding International Conference on Digital Education and Social Science
Rita Murtiani
Institut Teknologi dan Bisnis PGRI Dewantara
Computer Science & IT Economics, Econometrics & Finance Education Engineering Social Sciences

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Adoption Climate Change on Marketing Strategy : Green Product decision process model Nuri Purwanto; Erminati Pancaningrum; Rita Murtiani
Proceeding International Conference on Digital Education and Social Science Vol. 2 No. 1 (2024): Proceeding International Conference on Digital Education and Social Science 202
Publisher : Asosiasi Pengelola Publikasi Ilmiah (APPI) PT PGRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55506/icdess.v2i1.86

Abstract

Climate change significantly affects consumer behavior, driving shifts in marketing strategies to accommodate evolving consumer values and expectations, the purpose of this study was to examine the effect of Environmental concerns on green Green purchasing decisions both directly and indirectly through Green willingness to purchase, in this study taking a sample of 100 respondents with the criteria of green cosmetic users who live in Surabaya, data analysis using Structural equation model with smart pls as the analysis tool, from the results it was found that Environmental concerns have a positive and significant effect on green Green purchasing decisions both directly and indirectly through Green willingness to purchase, and Green willingness to purchase has a positive and significant effect on green Green purchasing decisions.
Co-Authors Erminati Pancaningrum Nuri Purwanto