THE EFFECTIVENESS OF GREEN MARKETING TOWARD PURCHASING BEHAVIOR IN INDONESIA: CASE STUDY OF STARBUCKS

• Main Author: RAYMOND KURNIAWAN TJIADI
• Other Authors: Day-yang Liu
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/57x7a5

碩士 === 國立臺灣科技大學 === 管理學院MBA === 104 === Climate exchange is the main concern these days. The pollution in Indonesia itself is need to be highlighted. 5.4 millions of plastic wastes are produced annually, and polluting the ocean. Forest degradation and forest burnt by purposes happens almost every year just for the palm oil plantation. Those environmental damage had cost government $935 millions. As government and society start to concern the environmental problem, green business model is a wise option for business person to adapt this approach. The purpose of this research is to identify the effectiveness of green marketing toward the purchashing behavior of Indonesian using the example of Starbucks Indonesia. Using qualitative study, this paper explore how green marketing can affect the purchasing decision of consumers. The finding shows consumers that have been segmented as green consumers are indirectly and unconciously perceived the green marketing of Starbucks. However, due to some problems, some consumers are not conviced by the green marketing of Starbucks and solely choose Starbucks due to its quality of coffee.