Green Marketing: A Study of the Factors Influencing the Repurchase Decision for Javanony Herbal Products
Sri Widyastuti : Budi Santoso;
(Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2016)
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| The green consumer movement is a reflection of people’s concern about the environment and hasgiven rise to the green market. Companies that want to survive in this market must be able to apply agreen 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 herbalproducts. The sampling technique in this study is purposive sampling. This study concludes thatthe attitude of customers who already have an understanding of green products is not completelysupported 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 ifthey perceive extra value in the green product. |
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| Penerbitan : | [Place of publication not identified]: Management Research Center (MRC) Department of Management, Faculty of Economics, University of Indonesia and Philip Kotler Center, 2016 |
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| ISSN : | 23562242 |
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| Volume : | Vol. 8, No. 2, 2016: Hal. 104-115 |
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| Akses Elektronik : | http://journal.ui.ac.id/index.php/amj/article/view/7324 |
| Institusi Pemilik : | Universitas Indonesia |
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