THE IMPACT OF GREEN MARKETING STRATEGY, GREEN KNOWLEDGE AND ENVIRONMENTAL CONCERN ON CUSTOMER PREFERENCE AND GREEN PURCHASE INTENTION: A Study of Green Hard Drive From Western Digital in Indonesia
This research take Green Power harddrive produced by Western Digital as the green product being examined. This research has two objectives, first is to examine the impact of Western Digital�s green marketing mix, customer green knowledge and environmental concern into customer preference toward gr...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2012
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