Green Marketing: Perspective of 4P’s

Abstract

Globalization in today's industry brings social and environmental problems. The challenges of increasingly sophisticated technology for business, encourage companies to adapt to consumer needs. Now consumers are starting to switch to using environmentally friendly products, to minimize negative impacts on health. One company that supports healthy living and enhances environmentally friendly products is Panasonic. The purpose of this research is to find out how to implement a green marketing mix consisting of green product, green price, green promotion, green place. The method used is quantitative with descriptive data analysis and causality using Partial Least Square (PLS). The respondents were 250 Panasonic AC users, with incidental sampling techniques. The results showed that simultaneous changes that occurred in the green marketing mix would be able to influence the purchase decision of Panasonic electronic products by 96.8%. The four sub-variables of the green marketing mix Partially affect the purchasing decisions of Panasonic electronic products. The sequentially dominant in influencing purchasing decisions: price, place, promotion and the product itself.