Strategi Green Marketing dan Pengaruhnya terhadap Persepsi Konsumen: Studi pada Mahasiswa Politeknik Negeri Manado

Cysca Adeleida Langi; Diana Roweina Susana Maramis; Willem Gilbert Pomantow; Romana Octavia Debora Pessak; Kevin Keril Pangemanan

doi:10.61132/lokawati.v4i5.2754

Authors

Cysca Adeleida Langi Politeknik Negeri Manado
Diana Roweina Susana Maramis Politeknik Negeri Manado
Willem Gilbert Pomantow Politeknik Negeri Manado
Romana Octavia Debora Pessak Politeknik Negeri Manado
Kevin Keril Pangemanan Politeknik Negeri Manado

DOI:

https://doi.org/10.61132/lokawati.v4i5.2754

Keywords:

Consumer Behavior, Gen Z, Green Marketing, Purchase Decision, Purchase Interest

Abstract

Green marketing strategies have a major influence on consumer perceptions and can shape how consumers evaluate products and services. Today’s consumers are becoming more careful when choosing goods and services, particularly by considering how products and business practices may impact the environment. The purpose of this study is to examine how the application of green marketing strategies affects consumer perception. Consumer perception is important because it can shape buying interest and influence consumer purchasing decisions. To examine how green marketing influences consumer perceptions, this study uses a qualitative research approach with Gen Z students at Manado State Polytechnic as the research subjects. The results obtained in this study show that Gen Z students pay more attention to transparency, specificity, and supporting evidence in green marketing practices. They consider detailed information, measurable claims, and clear language about marketed products as important factors in determining whether a product can be trusted and whether they are interested in purchasing it. Therefore, clear and credible green marketing information plays an important role in shaping consumer perceptions and purchasing interest.

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