DOES GREEN PRODUCT AND GREEN ADVERTISING INFLUENCE AQUA CUSTOMER BUYING DECISION (STUDY ON SUBANG CUSTOMER)

Abstract

Currently, both customers and entrepreneurs are paying more attention to the sustainable development goals (SDGs) initiated by the UN on September 25, 2015 as part of the 2030 agenda, which focuses on 3 important aspects, namely People, Planet and Profit, where companies are required to be able to create products and promotions that are friendly and do not damage the environment, how public awareness of environmental issues, such as plastic garbage, environmental pollution and contamination can affect consumer behavior. Aqua by Danone has applied the concept of green to its product, where aqua products can be recycled and did not pollute the environment, it is supported by the company aqua that applies the idea of ​​green advertising or environmentally friendly advertising to support their green business.

The aim of this study is to analyze how Green Product and Green Advertising influence consumer purchasing decisions on Aqua mineral water products in Subang district. This research is a quantitative research, method used in this study is  descriptive and verification research. The population in this study is a sub-district community that has purchased Aqua mineral water products, the researchers used the non-probability sampling technique, with the method used in the research being Purposive Sampling.Data collection on this start up by distributing questionnaires to 110 respondents who have bought Aqua mineral water  and  has seen advertisements of Aqua mineral water.

The results of this study show that green products and green advertising together influence purchasing decisions with an adjusted R square value of 70.5%, while the remaining 29.5% is influenced by other variables.