Green Marketing Strategy in Enhancing Consumers Green Level

Environmental awareness has increased rapidly around the globe in recent years because its occurring now. This has lead to increasing consumer demands for greentailing. This research will therefore determine to what extent marketing mix, factors affecting consumers buying behavior and consumers knowledge on climate change issues influence the consumers green level. The main purpose of this study is to determine how is JABODETABEK consumers green level in terms of green, greener and greenest and what factors influence it. This study started with FGD (focus group discussion) to gain preliminary data and continue with questionnaire that was distributed through greentailing consumer. Hypotheses were constructed after literature review and FGD. Testing on the data obtained with descriptive analysis and SEM analysis This research has led to a conclusion of consumers green level in JABODETABEK is in green position. The main findings are on how to generate green marketing strategy, which must consists the combination of marketing mix and factors affecting consumers buying behavior.