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

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研究生：	RAYMOND KURNIAWAN TJIADI RAYMOND - KURNIAWAN TJIADI
論文名稱：	THE EFFECTIVENESS OF GREEN MARKETING TOWARD PURCHASING BEHAVIOR IN INDONESIA: CASE STUDY OF STARBUCKS THE EFFECTIVENESS OF GREEN MARKETING TOWARD PURCHASING BEHAVIOR IN INDONESIA: CASE STUDY OF STARBUCKS
指導教授：	劉代洋 Day-yang Liu
口試委員:	張琬喻 Woan-Yuh Jang 曾盛恕 Seng-Su Tsang
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2016
畢業學年度：	104
語文別：	英文
論文頁數：	61
中文關鍵詞：	Green Business 、Green Marketing 、Consumer purchasing behavior 、Starbucks
外文關鍵詞：	Green Business, Green Marketing, Consumer purchasing behavior, Starbucks
相關次數：	點閱：245 下載：6
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上一筆

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.

TABLE OF CONTENTS
COVER PAGE ...................................................................................................... i
ACKNOWLEDGEMENT ................................................................................... ii
ABSTRACT ......................................................................................................... iii
TABLE OF CONTENTS ................................................................................... iv
LIST OF FIGURES ............................................................................................. v
LIST OF TABLES .............................................................................................. vi
CHAPTER I INTRODUCTION ........................................................................ 1
1.1 RESEARCH MOTIVATION AND BACKGROUND .......................... 1
1.2 RESEARCH OBJECTIVES ................................................................... 3
1.3 RESEARCH CONTENT AND FLOWCHART ..................................... 4
CHAPTER II LITERATURE REVIEW ........................................................... 7
2.1 GREEN MARKETING .......................................................................... 7
2.2 CONSUMER BEHAVIOR ................................................................... 13
2.3 ECOLOGICAL CONSUMER BEHAVIOR ........................................ 16
CHAPTER III RESEARCH METHODOLOGY ........................................... 19
3.1 RESEARCH DESIGN .......................................................................... 19
3.2 DATA COLLECTION METHOD ....................................................... 20
3.3 INTERVIEW ........................................................................................ 22
CHAPTER IV INDUSTRY AND COMPANY ANALYSIS .......................... 23
4.1 INDUSTRY ANALYSIS ...................................................................... 24
4.2 COMPANY INTRODUCTION ........................................................... 30
CHAPTER V CASE ANALYSIS ..................................................................... 39
5.1 CONSUMERS MOTIVATION ............................................................ 39
5.2 ECO-KNOWLEDGE ............................................................................ 41
5.3 PURCHASING BEHAVIOR ............................................................... 44
CHAPTER VI CONCLUSIONS AND RECOMMENDATIONS ................. 48
6.1 CONCLUSIONS ................................................................................... 48
6.2 RECOMMENDATIONS ...................................................................... 49
REFERENCES ................................................................................................... 51

                                

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