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What is Green Marketing Impact on Starbucks Sales about?

This document summarizes a research paper that studied the effect of green marketing on purchase decisions and brand image at Starbucks in Medan, Indonesia. The study found that: 1) Green marketing directly had a positive influence on purchase decisions. 2) Green marketing directly had a positive influence on brand image. 3) Brand image directly had a positive influence on purchase decisions. 4) There was no indirect effect of green marketing on purchase decisions through brand image as an intervenin

Author

Angel Walean

Language

EN