PENGARUH GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK TUPPERWARE

The purpose of this study was to determine the effect of green marketing on tupperware purchasing decisions. This research is quantitative research. The population of this study were tupperware consumers in Ponorogo. The sample size of this study was 96 which was determined using the Hair formula. The sampling method uses convenience sampling. The analysis method used is smartPLS with the Partial Least Square (PLS) approach. The results of this study found that green product, green place, and green promotion have a significant effect on purchasing decisions, while green price has no significant effect on tupperware purchasing decisions for tupperware consumers in Ponorogo.