The Influence of Marketing Mix 4A and Ethical Consciousness towards Ethical Consumption

Jason Sulaiman and Jhanghiz Syahrivar

No hqrz4, OSF Preprints from Center for Open Science

Abstract: This research attempts to analyze the relationship of Marketing Mix 4A and Health Consciousness towards Ethical Consumption. In this research, the researchers employed quantitative method. The data collection method used was primary data by spreading online questionnaires to 200 respondents who were Millennials with the age range of 16-34 years old and were living in Cikarang, Indonesia. The data obtained were then analyzed with SPSS and the hypotheses were tested using binary logistic regression. The results of this research showed that there were significant influences of Marketing Mix 4A and Health Consciousness towards Ethical Consumption. The biggest influencer was Health Consciousness.

Date: 2017-05-02
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Persistent link: https://EconPapers.repec.org/RePEc:osf:osfxxx:hqrz4

DOI: 10.31219/osf.io/hqrz4

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