Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth DOI Open Access
Sophie Cai, Yaoping Liu,

Sukhon Aduldecha

и другие.

Sustainability, Год журнала: 2025, Номер 17(6), С. 2360 - 2360

Опубликована: Март 7, 2025

This study explores how the green marketing mix affects customer brand trust, buying behavior, and electronic word-of-mouth (eWOM). A total of 990 fast-food customers participated in this study. Structural equation modelling (SEM) mediation analysis were applied to validate research hypotheses. As demand for environmentally sustainable products grows, has a positive significant effect on trust. Furthermore, trust also significantly influences behavior eWOM as predictor mediator. It means that is fundamental eWOM, with fostering online reviews, recommendations, advocacy from customers. Businesses can make most by developing feedback-friendly channels, such product review pages social media campaigns, rewarding consumers who post about their satisfying experiences. The companies should not only concentrate increasing sales through purchasing practices, but giving clients feeling community integrating them into larger sustainability movement. will offer useful advice marketers looking improve tactics promote consumption successfully gaining target audience using tactical instrument advocacy.

Язык: Английский

Strategi pemasaran dan penanganan pembiayaan BSI KUR bermasalah studi kasus di Bank BSI Cabang Yogyakarta Kusumanegara DOI Creative Commons
Nur Ellyanawati Esty Rahayu

Journal of Management and Digital Business, Год журнала: 2025, Номер 5(1), С. 53 - 68

Опубликована: Янв. 29, 2025

This research aims to explain the marketing strategy and handling of problematic BSI KUR at Bank Yogyakarta Kusumanegara Branch. The approach researchers use is descriptive-qualitative through primary secondary data sources. period from 2021-2023. sample Branch because it a branch in Region 07 that has best growth can overcome financing. Data collection methods include interviews with Manager Financing Supervisors direct observation several activities related study subject. uses Miles Huberman analysis method, which consists reduction, presentation, conclusion drawing, verification. results carried out by implementing 7P mix, includes Product, Price, Promotion, Place, People, Process, Physical Evidence. Meanwhile, financing ensuring process providing must be procedures, 6C analysis, Debtor maintenance personal approach, Assistance settlement

Язык: Английский

Процитировано

0
Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth DOI Open Access
Sophie Cai, Yaoping Liu,

Sukhon Aduldecha

и другие.

Sustainability, Год журнала: 2025, Номер 17(6), С. 2360 - 2360

Опубликована: Март 7, 2025

This study explores how the green marketing mix affects customer brand trust, buying behavior, and electronic word-of-mouth (eWOM). A total of 990 fast-food customers participated in this study. Structural equation modelling (SEM) mediation analysis were applied to validate research hypotheses. As demand for environmentally sustainable products grows, has a positive significant effect on trust. Furthermore, trust also significantly influences behavior eWOM as predictor mediator. It means that is fundamental eWOM, with fostering online reviews, recommendations, advocacy from customers. Businesses can make most by developing feedback-friendly channels, such product review pages social media campaigns, rewarding consumers who post about their satisfying experiences. The companies should not only concentrate increasing sales through purchasing practices, but giving clients feeling community integrating them into larger sustainability movement. will offer useful advice marketers looking improve tactics promote consumption successfully gaining target audience using tactical instrument advocacy.

Язык: Английский

Процитировано

0