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Green Marketing: A Study of the Factors Influencing the Repurchase Decision for Javanony Herbal Products

ASEAN Marketing Journal

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Field Value
 
Title Green Marketing: A Study of the Factors Influencing the Repurchase Decision for Javanony Herbal Products
 
Creator Sri Widyastuti; University of Pancasila
Budi Santoso; Department of Management, Faculty of Economics and Business, University of Pancasila
 
Subject consumer attitude, perceived value and perceived price, repurchase
 
Description The green consumer movement is a reflection of people’s concern about the environment and has given rise to the green market. Companies that want to survive in this market must be able to apply a green label to all aspects of their business. This research aims to understand the influence of attitude, perceived value, and perceived price among customers on the decision to repurchase Javanony herbal products. The sampling technique in this study is purposive sampling. This study concludes that the attitude of customers who already have an understanding of green products is not completely supported by the company in applying green marketing to create higher value for its customers. Consumers are ready to pay for the extra value, will pay a premium price, and will repurchase only if they perceive extra value in the green product.
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2017-02-23
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/7324
 
Source ASEAN Marketing Journal; Vol 8, No 2 (2016): ASEAN MARKETING JOURNAL; 104
 
Language en