The Effect of Green Marketing, Sustainable Advertising, Eco Packaging/Labeling Towards Green Purchasing Behavior (Study on Electric Vehicles in Indonesia)

DOI

10.2991/978-94-6463-350-4_31How to use a DOI?

Keywords

Electric Vehicle; Green Marketing; Sustainable Advertising; Eco Packaging/Labeling; Green Purchasing Behavior

Abstract

This study was expected to give academic and practical benefits where the proposed conceptual framework may contribute as additional literature about green marketing and positively implies environmentally friendly product marketers. Researchers used an explanatory approach to prove all the hypotheses empirically. This approach is expected to identify the effect of two, three, or more constructs, as well as directions, patterns, and strengths within each product. Besides that, the researcher used a purposive sampling method where primary sampling was used through sample collection based on applied criteria. The preliminary data used resulted from questionnaire distribution using Google Forms online survey from October 2021 to January 2022. The researcher has completed data collection from 207 respondents where 100% of the samples have yet to have, nor purchase, electric vehicles, both four-wheeled and two-wheeled. However, all the samples have received the information, read news articles, or know about electric cars or motorcycles via electronic or conventional media. The analysis technique used is Structural Equation Modeling (SEM) using AMOS software. The research shows that green marketing and sustainable advertising, respectively, have positive and significant effects on green purchase intention and green purchasing behavior.　Meanwhile, eco packaging/labeling only has a positive and significant effect on green purchase intention. The findings in this research will undoubtedly have positive implications for green marketing and sustainable advertising, both online and offline advertising.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial 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  - Hermanto Yaputra
AU  - Kurniawati Kurniawati
AU  - Renny Risqiani
AU  - Nico Lukito
AU  - Krisna Prabowo Sukarno
PY  - 2024
DA  - 2024/01/10
TI  - The Effect of Green Marketing, Sustainable Advertising, Eco Packaging/Labeling Towards Green Purchasing Behavior (Study on Electric Vehicles in Indonesia)
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 319
EP  - 330
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_31
DO  - 10.2991/978-94-6463-350-4_31
ID  - Yaputra2024
ER  -