Model Development Strategy for The Effect of Green Marketing Corporate Image in Retail Business Using GSCA

Andajani, Erna and Oktavera, Rini (2014) Model Development Strategy for The Effect of Green Marketing Corporate Image in Retail Business Using GSCA. In: Proceeding 11th International Annual Symposium on Management, Batu-East Java,15th-16th March 2014: SOCIAL RESPONSIBILITY AS COMPETITIVE ADVANTAGE IN GREEN BUSNESS. Department of Management, Facultyof Business & Economics, Universitas Surabaya, Surabaya, pp. 600-612. ISBN 978-979-99365-8-5

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Environmental problems caused by human activity, both directly and indirectly, have become a central issue in the field of science and technology, agriculture, economics and business. This encourages people to change the perspective and lifestyle. Business actors perform business approach patternthat leads to activity-based business environment. One of concerns for the company is to develop green marketing. This study is an explanatory study that aims to develop a model of green marketing strategy influence on the image of the company in the retail business. Green marketing consists of three factors: corporate social responsibility, corporate image and product image. Companies that focusongreen marketingthroughcorporatesocialresponsibilityis believed to improvethe image ofthe productandthe company's image.Product imageandthe image ofthe company's impactoncustomersbuying interest. This study uses a survey of 100 supermarket customers in the East Surabaya. Sampling used purposive sampling. Data analysis in this study uses the Generalized Structured Component Analysis (GSCA). Keywords:Green Marketing, GSCA, corporate image, retail business

Item Type: Book Section
Uncontrolled Keywords: Green Marketing, GSCA, corporate image, retail business
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Erna Andajani 31137
Date Deposited: 20 Jun 2014 02:24
Last Modified: 02 Dec 2020 08:02

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