The effect of green packaging and green advertising on brand image and purchase decision of Teh Kotak product

DOI

10.2991/insyma-19.2019.34How to use a DOI?

Keywords

green packaging, green advertising, brand image, purchase decision

Abstract

The research aims to determine the direct and indirect effects of green packaging and green advertising on brand image and purchase decision of Teh Kotak product. This research is explanatory research using a sample of 100 Teh Kotak consumers in Surabaya. The analysis technique used was path analysis. The results show that green packaging and green advertising, directly and indirectly, affect brand image and purchase decision of Teh Kotak product in Surabaya, and brand image had an effect on purchase decision of Teh Kotak product.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hayuning Purnama
PY  - 2019/03
DA  - 2019/03
TI  - The effect of green packaging and green advertising on brand image and purchase decision of Teh Kotak product
BT  - Proceedings of the 16th International Symposium on Management (INSYMA 2019)
PB  - Atlantis Press
SP  - 132
EP  - 135
SN  - 2352-5398
UR  - https://doi.org/10.2991/insyma-19.2019.34
DO  - 10.2991/insyma-19.2019.34
ID  - Purnama2019/03
ER  -