PENGARUH ALAT PEMASARAN HIJAU PADA PERILAKU PEMBELIAN AKTUAL KONSUMEN: Studi Empiris pada Lampu Hemat Energi Merek Philips
The purpose of this study is to examine two antecedent factors, eco-label and eco-brand on consumers� purchase behavior. This research uses a survey method. The data used is obtained from direct questionarie and online questionnaires distributed to 150 respondent who are the cust...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2014
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| Summary: | The purpose of this study is to examine two antecedent factors, eco-label and eco-brand
on consumers� purchase behavior. This research uses a survey method. The data used is obtained
from direct questionarie and online questionnaires distributed to 150 respondent who are the
customers of energy-efficient lighting from Philips
This found that eco-label has not a positive effect to consumers� purchase behavior. But
eco-brand has a positive effect to consumers� purchase behavior. |
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