About this document
Green Marketing by Paka Family is a document available to read on EtoBox.
This thesis examines the effect of green marketing on consumer purchasing behavior in the cosmetic industry, emphasizing the mediating role of situational factors. The study found significant positive relationships between green marketing, consumer purchasing behavior, and situational factors, with price and perceived quality as key mediators. Recommendations for cosmetics businesses include using biodegradable materials and eco-labels to enhance consumer purchasing decisions.
- Author
- Paka Family
- Language
- EN