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

In: Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2)

Author

Listed:
  • 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)

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.

Suggested Citation

  • Adisty Riska Hardianti & Sony Subroto Maheri Laksono & Ahsin Daroini, 2024. "Effectiveness of Green Brand, Green Advertising, and Green Products on Consumer Purchase Decisions on Avoskin Hydrating Treatment Essence in Yogyakarta," Advances in Economics, Business and Management Research, in: Huda Maulana & Muhammad Sholahuddin & Muhammad Anas & Zulfikar Zulfikar (ed.), Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2), pages 467-473, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-204-0_40
    DOI: 10.2991/978-94-6463-204-0_40
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