Green Marketing: Reviewing Aspect of Communication Tools

Jamal, Fauziyah Nur and Othman, Norfaridatul Akmaliah and Nizam, Nurul Zarirah and Jelita, Aninda and Rohmah, Wafrotur (2022) Green Marketing: Reviewing Aspect of Communication Tools. [Artikel Dosen]

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This article explores one of the functions of green marketing is communication that needs to be maintained from the company to consumers. Brand Trust is usually used in reference to a thought that serves as the main determinant of consumer decision-making. The application of green marketing is very important to support brand trust in Indonesian Industrial Properties. In addition, this study aims to identify variables that have a relationship with communication tools on brand trust. Furthermore, a conceptual model has been proposed as well as information collected through a survey of 400 consumer sample sizes, and the AMOS structural equation model (SEM) was used in this investigation. The results showed that of the 6 proposed variables, there were 4 significant variables that supported communication tools, namely advertising, direct marketing, personal selling, and interactive marketing. In particular, in green marketing-related communication tools that promote brand trust, research can contribute to scientific understanding. And it can be a recommendation for business actors who use green marketing to instill brand trust that can increase consumer awareness of the environment.

Item Type: Artikel Dosen
Additional Information: Universiti teknikal malaysia melaka
Keyword: PM.DR.Norfaridatul Akmaliah Othman
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisi / Prodi: Faculty of Economics (Fakultas Ekonomi) > S1-Management (S1 Manajemen)
Depositing User: Fauziyah Nur Jamal
Date Deposited: 20 Dec 2022 09:28
Last Modified: 20 Dec 2022 09:28

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