Record Details

Antecedents of Green Awareness for Eco-Friendly Products

ASEAN Marketing Journal

View Archive Info
 
 
Field Value
 
Title Antecedents of Green Awareness for Eco-Friendly Products
 
Creator Doni Purnama Alamsyah; Univeritas BSI
Hayder Alhadey Ahmed Mohammed; Alzaeim Alazhari University
 
Subject Green Advertising, Green Brand Attribute, Green Perceived Value, Green Brand Image, Green Awareness
 
Description  Manuscript type: Empirical Research Research Aims: This study examined factors that support the cultivation of green awareness among customers for the improved consumption of eco-friendly products Design/methodology/approach: The examination was conducted through an analysis of customer behaviors as they relate to green advertising, green brand attributes, perceived value of green initiatives, and green brand image. To this end, a survey was administered to 500 customers of Supermarket Retail, which is an establishment in West Java Province that offers eco-friendly products Research Findings: The findings indicated that the variable that most strongly supports the development of green awareness is green advertising, followed by the perceived value of green initiatives, green brand image, and green brand attributes. Theoretical Contribution/Originality: The research provides practical contributions by formulating recommendations for industries that offer eco-friendly goods and encouraging the pursuit of healthy lifestyles, particularly in Indonesia, through the consumption of eco-friendly products. Practitioner/Policy Implication: This finding obviously becomes separating suggestion for an industry that moves on the eco-friendly product, with puts green advertising for the product through their some criterion. Research limitation/Implications: There are still several customer behaviors that are based on marketing strategy conducted by the company like green brand preference. Furthermore, this study does not discuss the research model that relates to customer’s demography 
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2019-02-17
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/8425
 
Source ASEAN Marketing Journal; ##issue.vol## 10, ##issue.no## 2 (2018): Vol 10, No 2 (2018); December 2018; 109-126
 
Language en