Analysis of Green Consumer Community Preferences on Types of promotional Activities
Ririn Wulandari
Universitas Mercu Buana
Abstract
The aim of the study was to determine the green consumer community preferences for the type of promotional activity. Therespondents were 408 potential consumers in Jakarta and its surroundings. The method used was purposive and convenience sampling, in which the survey was conducted at exhibitions and showrooms. Preference analysis was performed using the method proposed by Thurston Case V.Before that, reliability tests were conducted using Crombach Alpha method. The results of the study are that each level of consumer green needs to be treated differently
Keywords: promotional activity, green consumer,
Topic: Consumer Behaviour