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Green marketing strategy to enhance consumer's green level in jabodetabek

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Environmental awareness has increased rapidly around the globe in recent years because it?s Occurring now. This has lead to increasing consumer demands for greentailing. This research will therefore determine to what extent marketing mix, factors affecting consumer?s Buying behavior and consumer?s Knowledge on climate change issues influence the consumer?s Green level. The main purpose of this study is to determine how is jabodetabek consumer?s Green level in terms of green, greener and greenest and what factors influence it. This study started with fgd (focus group discussion) to gain preliminary data and continue with questionnaire that was distributed through greentailing consumer. Hypotheses were constructed after literature review and fgd. Testing on the data obtained with descriptive analysis and sem analysis. This research has led to a conclusion of consumers green level in jabodetabek is in green position. The main findings are on how to generate green marketing strategy, which must consists the combination of marketing mix and factors affecting consumer?s Buying behavior.

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Availability

M00187

(wh)

Available

Detail Information

Series Title

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Call Number

187

Publisher

: Swiss German University., 2011

Collation

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Language

English

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Classification

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Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

MBA

Specific Detail Info

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Statement of Responsibility

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