The Effect of Green Marketing, Brand Awareness and Price Perception on Purchase Decision

Alviccenia Lailatul Mukaromah · I Gusti Agung Eka Teja Kusuma · Ni Putu Nita Anggraini

26 citations0/0 files storedInternational Journal of Applied Business and International Management

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Environmental Sustainability in Business

Abstract

Customers in choosing products will choose based on what is most needed and what is most suitable for them. Purchasing decisions can be influenced by various factors including green marketing, brand awareness and price perception. The purposes of this study are analyzing the effect green marketing, brand awareness, price perceptions on purchase decisions. The sample used in this study as many as 90 respondents were determined by purposive sampling. The data analyzed using multiple linear regression The results of this study are green marketing, brand awareness, price perceptions have a positive effect on purchase decisions

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2000Fairness as a Constraint on Profit Seeking: Entitlements in the Market 1998The Effects of Price-Comparison Advertising on Buyers’ Perceptions of Acquisition Value, Transaction Value, and Behavioral Intentions 2002Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service 2006Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products 1994An Introduction To Green Marketing 2001An Integrated Model for the Effects of Perceived Product, Perceived Service Quality, and Perceived Price Fairness on Consumer Satisfaction and Loyalty 2009The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty 1999A conceptual model of US consumer willingness‐to‐pay for environmentally certified wood products

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