Business, Management and Accounting
5 years ago

Gender has no impact on green marketing in Body Shop purchases.

THE ROLE OF GENDER MODERATION IN GREEN MARKETING EFFECT ON THE DECISION OF PURCHASING BODYSHOP COSMETIC PRODUCT IN BANDAR LAMPUNG
Dorothy Rouly H. Pandjaitan, Mahrinasari Mahrinasari

Paper Summary

The study looked at how green marketing influences people's decision to buy Body Shop products in Bandar Lampung. They wanted to see if gender plays a role in this. The researchers used a data analysis technique called SEM-PLS. The results showed that gender doesn't have a significant impact on how green marketing affects people's decision to buy the product.

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