Jurnal Ekonomi Trisakti
Vol. 3 No. 1 (2023): April

DAMPAK DARI GREEN MARKETING TERHADAP GREENWASHING, GREEN CONFUSION, DAN GREEN BRAND EQUITY PADA PERUSAHAAN FAST FOOD

Monica Desty (Fakultas Ekonomi dan Bisnis, Universitas Trisakti)
Kurniawati (Fakultas Ekonomi dan Bisnis, Universitas Trisakti)

Article Info

Publish Date
03 Feb 2023

Abstract

Artikel ini mengkaji pengaruh dari green marketing terhadap excessive product packaging, greenwashing, greenconfusion, dan green brand equity. Survei ini dilakukan dengan mengisi kuesioner online. Penguji dilakukan dengan Structural Equation Model (SEM) dan software AMOS22. Hasil menampilkan variabel excessive product packaging, greenwashing, green confusion, dan green brand equity. Adapun saran buat manajemen perusahaan fast food dalam meningkatkan startegi ramah lingkungan.

Copyrights © 2023




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Ekonomi Trisakti
Website

Abbrev

jet

Publisher

Universitas Trisakti

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi Trisakti (JET) has been published by Lembaga Penerbit Fakultas EKonomi dan Bisnis (LPFEB). JET is a journal for publication of undergraduate (S1) and Applied (D4) students, students of the Faculty of Economics and Business (FEB) as well as students outside of FEB and General Affairs. ...