Green Marketing Strategy Effect on Consumer Awareness Through Marketing Mix Approach

DOI

10.2991/978-94-6463-008-4_121How to use a DOI?

Keywords

Green marketing; marketing mix; customer awareness; marketing strategy

Abstract

This study aims to determine whether the use of environmental issues in marketing strategies impacts business in terms of consumer awareness through a marketing mix approach. This research was conducted using a survey through a closed question questionnaire with a symmetrical scale. In this study were, 120 respondents selected using simple random sampling through the analytical method used with multiple linear regression analysis. This study indicates that green marketing has a significant influence on consumer awareness as measured by the product, price, place & promotion components of the marketing mix. The study results show that consumers are aware of green products, so they want to buy the products, or it can be concluded that green marketing strategies have a positive effect on business strategies.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ombun Rico Sitorus
AU  - Sukaria Sinulingga
AU  - Beby Karina Fawzeea Sembiring
PY  - 2022
DA  - 2022/12/05
TI  - Green Marketing Strategy Effect on Consumer Awareness Through Marketing Mix Approach
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 976
EP  - 981
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_121
DO  - 10.2991/978-94-6463-008-4_121
ID  - Sitorus2022
ER  -