Proceedings of the 20th International Symposium on Management (INSYMA 2023)

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Green Marketing Mix on Green Buying Intention: Consumer Purchasing Behavior as a Moderating

Authors
Hayuning Purnama Dewi1, *
1University of Surabaya, Surabaya, Indonesia
*Corresponding author. Email: hayuning@staff.ubaya.ac.id
Corresponding Author
Hayuning Purnama Dewi
Available Online 30 September 2023.
DOI
10.2991/978-94-6463-244-6_51How to use a DOI?
Keywords
Green Marketing Mix; Green Purchase Intention; Consumer Buying Behavior
Abstract

Technological developments not only affect people’s lives but also affect the environment. Public awareness in maintaining environmental health has become an issue every year. This study aims to determine the effect of green marketing mix on green buying intention, the impact of green marketing mix on consumer purchasing behavior, the result of consumer purchasing behavior on green buying intention, and the effect of green marketing mix on green buying intention mediated by consumer purchasing behavior. This study is a quantitative research using partial least squares (PLS). The population of this study is a large company established 20 years ago in Surabaya. The study’s results show that the green marketing mix has a significant positive effect on green buying intention, the green marketing mix has a significant positive effect on consumer purchasing behavior, the consumer purchasing behavior has a significant positive impact on green buying intention, and the green marketing mix has an influence significant positive effect on green buying intention mediated by consumer purchasing behavior.

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 20th International Symposium on Management (INSYMA 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
30 September 2023
ISBN
10.2991/978-94-6463-244-6_51
ISSN
2352-5428
DOI
10.2991/978-94-6463-244-6_51How 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  - Hayuning Purnama Dewi
PY  - 2023
DA  - 2023/09/30
TI  - Green Marketing Mix on Green Buying Intention: Consumer Purchasing Behavior as a Moderating
BT  - Proceedings of the 20th International Symposium on Management (INSYMA 2023)
PB  - Atlantis Press
SP  - 336
EP  - 342
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-244-6_51
DO  - 10.2991/978-94-6463-244-6_51
ID  - Dewi2023
ER  -