Benefit: Jurnal Manajemen dan Bisnis
Volume 1 No 2 Desember 2016

Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk Hijau

Waskito, Jati (Unknown)
Wahyono, Wahyono (Unknown)

Article Info

Publish Date
23 Dec 2016

Abstract

The purpose of this study was to analyze the effect of consumer involvement in environmental sustainability, relevance, confusion, and entertainment from an ad impression of green against the skepticism of consumers through an approach of how far the company can deliver their messages more effectively. Survey by the instrument list of questions to get 299 residents of the city of Solo who participated in the study. The results of multiple regression analysis found that consumer involvement and relevance negative effect on consumer apathy towards green advertising. Variable confusion positive effect on consumer apathy towards green advertising. While variable entertain no significant effect on their skepticism

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Journal Info
Benefit: Jurnal Manajemen dan Bisnis
Website

Abbrev

benefit

Publisher

Universitas Muhammadiyah Surakarta

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Benefit: Jurnal Manajemen dan Bisnis is a peer-reviewed journal published by Department of Management, Faculty of Economics and Business, Universitas Muhammadiyah Surakarta, covering a variety of topics in economics, management, business and ...