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

Sri Harti Widyastuti · Budi Joyo Santoso

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Sustainable Supply Chain Management

Abstract

The green consumer movement is an action towards concern about the environment that gives rise to the green market. Companies that want to survive in this market must be able to give a green labelto all aspects of their business. This research aims to understand the influence of the attitude, the perceived value and the perceived price of customers towards the decision to repurchase Javanony herbal products. The sampling technique in this study using purposive sampling technique. 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 for creating higher value to its customers. The consumers are only ready to pay for the extra value, will pay the premium price and make repurchases if there is a perceived extra value of the green product.

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