Effectiveness of Green Brand, Green Advertising, and Green Products on Consumer Purchase Decisions on Avoskin Hydrating Treatment Essence in Yogyakarta

Adisty Riska Hardianti (), Sony Subroto Maheri Laksono and Ahsin Daroini
Additional contact information
Adisty Riska Hardianti: Kadiri Islamic University, Pascasarjana Faculty of Economic
Sony Subroto Maheri Laksono: Kadiri Islamic University, Pascasarjana Faculty of Economic
Ahsin Daroini: Kadiri Islamic University, Pascasarjana Faculty of Economic

A chapter in Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), 2024, pp 467-473 from Springer

Abstract: Abstract This study aims to determine the influence of green brands, advertising, and products on purchasing decisions for skin care products Avoskin Hydrating Treatment Essence in Yogyakarta. This research is an open quantitative descriptive study with buyers of Avoskin Hydrating Treatment Essence (HTE) skin care products. The most striking result of this study is that environmentally friendly products no longer significantly affect purchase choices. Moreover, for eco-friendly products, eco-advertising and inexperienced manufacturers simultaneously have a high-quality impact on purchasing choices. The green advertising variable is the variable that most influence consumer purchasing decisions for Avoskin products in Yogyakarta. It shows that green advertising plays a vital role in purchasing decisions and that environmentally concerned advertising has provided information about environmentally friendly products so that consumers are more concerned about the environment.

Keywords: Purchase Decision; Green Brand; Green Advertising; Green Product (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-204-0_40

Ordering information: This item can be ordered from
http://www.springer.com/9789464632040

DOI: 10.2991/978-94-6463-204-0_40

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().