Green Marketing and Its Impact on Consumer Behavior in MSMEs :Exploring Sustainable Environment Business Strategies

Published: 7 October 2024| Version 1 | DOI: 10.17632/sh8gfwhjhv.1
Contributors:
Henrich Are, Kukuh Lukiyanto

Description

The study highlights the significant impact of green marketing on consumer behavior, particularly in the context of Micro, Small, and Medium Enterprises (MSMEs) that adopt sustainable environmental strategies. Key findings from the research suggest that green marketing plays an essential role in enhancing purchase intention and customer loyalty, which in turn positively influence customer responses to environmentally friendly products.

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Institutions

  • Bina Nusantara University

Categories

Consumer Behavior, Green Marketing, Small to Medium Enterprise

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