Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal International Journal of Business, Law, and Education
Hendri Khuan
Philipine Women’s University
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Sustainable Marketing Strategies and Their Influence on Consumer Preferences for Eco-Friendly Products in Indonesia: The Mediating Role of Environmental Awareness Hendri Khuan; Marnoto Marnoto; Weni Indah Doktri Agus Tapaningsih; Bambang Purwoko
International Journal of Business, Law, and Education Vol. 5 No. 1 (2024): International Journal of Business, Law, and Education (January - June) Ongoing
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v5i1.538

Abstract

This research investigates the influence of sustainable marketing strategies on consumer preferences for eco-friendly products in Indonesia, with a focus on the mediating role of environmental awareness. Drawing upon a quantitative approach, data were collected from a diverse sample of 150 participants using purposive sampling techniques. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the relationships between sustainable marketing strategies, environmental awareness, and consumer preferences. The results reveal significant positive relationships between sustainable marketing strategies and consumer preferences, as well as between environmental awareness and consumer preferences. Furthermore, environmental awareness was found to partially mediate the relationship between sustainable marketing strategies and consumer preferences. These findings underscore the importance of integrating sustainability principles into marketing strategies and fostering environmental awareness to promote eco-friendly consumption behaviors among Indonesian consumers.
Co-Authors Bambang Purwoko Marnoto Marnoto Weni Indah Doktri Agus Tapaningsih