Green Marketing Strategy Effect on Consumer Awareness Through Marketing Mix Approach

Ombun Rico Sitorus (), Sukaria Sinulingga and Beby Karina Fawzeea Sembiring
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Ombun Rico Sitorus: University of North Sumatera
Sukaria Sinulingga: University of North Sumatera
Beby Karina Fawzeea Sembiring: University of North Sumatera

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 976-981 from Springer

Abstract: Abstract This study aims to determine whether the use of environmental issues in marketing strategies impacts business in terms of consumer awareness through a marketing mix approach. This research was conducted using a survey through a closed question questionnaire with a symmetrical scale. In this study were, 120 respondents selected using simple random sampling through the analytical method used with multiple linear regression analysis. This study indicates that green marketing has a significant influence on consumer awareness as measured by the product, price, place & promotion components of the marketing mix. The study results show that consumers are aware of green products, so they want to buy the products, or it can be concluded that green marketing strategies have a positive effect on business strategies.

Keywords: Green marketing; marketing mix; customer awareness; marketing strategy (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_121

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DOI: 10.2991/978-94-6463-008-4_121

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