Upaya Mengurangi Skeptisisme Iklan Hijau dalam Meningkatkan Perilaku Pembelian Produk Hijau
Abstract: The purpose of this
study was to analyze the effect of consumer involvement in environmental
sustainability, relevance, confusion, and entertainment from an ad impression
of green against the skepticism of consumers through an approach of how far the
company can deliver their messages more effectively. Survey by the instrument
list of questions to get 299 residents of the city of Solo who participated in
the study. The results of multiple regression analysis found that consumer
involvement and relevance negative effect on consumer apathy towards green
advertising. Variable confusion positive effect on consumer apathy towards
green advertising. While variable entertain no significant effect on their
skepticism
Keywords: consumer
involvement, relevance, confusion, entertain, skeptical
Penulis: Jati Waskito, Wahyono
Kode Jurnal: jpmanajemendd161239
