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Green Marketing Strategy Effect on Consumer Awareness Through Marketing Mix Approach

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Ombun Rico Sitorus

    (University of North Sumatera)

  • Sukaria Sinulingga

    (University of North Sumatera)

  • Beby Karina Fawzeea Sembiring

    (University of North Sumatera)

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.

Suggested Citation

  • Ombun Rico Sitorus & Sukaria Sinulingga & Beby Karina Fawzeea Sembiring, 2023. "Green Marketing Strategy Effect on Consumer Awareness Through Marketing Mix Approach," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 976-981, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_121
    DOI: 10.2991/978-94-6463-008-4_121
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