Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

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Effectiveness of Green Brand, Green Advertising, and Green Products on Consumer Purchase Decisions on Avoskin Hydrating Treatment Essence in Yogyakarta

Authors
Adisty Riska Hardianti1, *, Sony Subroto Maheri Laksono1, Ahsin Daroini1
1Pascasarjana Faculty of Economic, Kadiri Islamic University, Kediri, Indonesia
*Corresponding author. Email: adistyris11@gmail.com
Corresponding Author
Adisty Riska Hardianti
Available Online 4 October 2023.
DOI
10.2991/978-94-6463-204-0_40How to use a DOI?
Keywords
Purchase Decision; Green Brand; Green Advertising; Green Product
Abstract

This study aims to determine the influence of green brands, advertising, and products on purchasing decisions for skin care products Avoskin Hydrating Treatment Essence in Yogyakarta. This research is an open quantitative descriptive study with buyers of Avoskin Hydrating Treatment Essence (HTE) skin care products. The most striking result of this study is that environmentally friendly products no longer significantly affect purchase choices. Moreover, for eco-friendly products, eco-advertising and inexperienced manufacturers simultaneously have a high-quality impact on purchasing choices.

The green advertising variable is the variable that most influence consumer purchasing decisions for Avoskin products in Yogyakarta. It shows that green advertising plays a vital role in purchasing decisions and that environmentally concerned advertising has provided information about environmentally friendly products so that consumers are more concerned about the environment.

Copyright
© 2024 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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Volume Title
Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
Series
Advances in Economics, Business and Management Research
Publication Date
4 October 2023
ISBN
10.2991/978-94-6463-204-0_40
ISSN
2352-5428
DOI
10.2991/978-94-6463-204-0_40How to use a DOI?
Copyright
© 2024 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.

Cite this article

risenwbib
TY  - CONF
AU  - Adisty Riska Hardianti
AU  - Sony Subroto Maheri Laksono
AU  - Ahsin Daroini
PY  - 2023
DA  - 2023/10/04
TI  - Effectiveness of Green Brand, Green Advertising, and Green Products on Consumer Purchase Decisions on Avoskin Hydrating Treatment Essence in Yogyakarta
BT  - Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)
PB  - Atlantis Press
SP  - 467
EP  - 473
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-204-0_40
DO  - 10.2991/978-94-6463-204-0_40
ID  - Hardianti2023
ER  -