GREEN MARKETING MIX EFFECTS ON CONSUMERS’ PURCHASE DECISION: A LITERATURE STUDY

Abstract

ABSTRACT Green marketing mix considerably affects consumers’ purchase decision. This study aimed to present a literature review of the factors that affect consumers’ purchase decision of plant-based dairy alternative products and to cover the limitation of previous literature which is being research gaps of this study. The type of research used in this research is a systematic literature review. The data for this study were gathered through an online search of green marketing mix publications published between 2015 and 2021. The total number of journals collected was 14. The research findings show that there are four elements of green marketing mix that influence consumers’ purchase decision, namely green product, green price, green place, and green promotion.