The influence of Green Marketing on Decision Purchasing Organic Products with Interests of Buying as an Intervening Variable at Manado City, Indonesia

Abstract

This research attempts to test and analyze the influence of green marketing on the customers’ decision tobuy organic product with the interest to buy as an intervening variable. This is an explanatory research withquantitative method and survey method. The modelling refer to the theories of marketing mix and plannedbehaviour. The research population are customers who buy organic products at the supermarket or modernmarket in Manado city, Indonesia. The samples are 120 respondents. The sampling was conducted bypurposive sampling technique and data analysis techinique. It also involves confirmatory factor analysis andpath analysis, with SPSS 18 application. The result shows following facts: green marketing does not havedirect and significant influence on customers’ buying attitude; green marketing does not have direct andsignificant influence on customers’ purchase decision; buying interest has direct and significant influenceon the customers’ decision; green marketing does not have direct and significant influence on customers’decision with buying interest as the intervening variable.