Eco label In Encouraging Customer Green Preferences
Raden Chairul Saleh, Ammarsya Nuraliya Putri, Fauziyah Nur Jamal, Norfaridatul Binti Othman
Universitas Islam Indonesia
Abstract
There are some green marketing concepts available that are offered by property industry, some of which are sustainable development and eco-labeled building. Eco-labeling is one of the crucial aspects in green marketing. Eco-labeling able to encourage the consumers preferences regarding green products or services. The objectives of this research are to develop eco-label model and to identify significance relationship of eco-label exogenous and endogenous variables. The data was collected through survey method on 400 sample sizes, whereas the collected data was processed and analyzed using Structural Equation Modeling method. This research presents a result showing 4 variables that significantly related to eco-label : eco-label awareness, eco-label knowledge, brand feedback and green perceived quality.
Keywords: Green, Property Industry, Eco-label, Structural Equation Modeling.
Topic: Marketing