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Library's collection Library's IT development CancelResearch has the purpose to know the direct impact of green
elements toward purchasing intention, the direct impact of green
elements toward purchasing decision, and the indirect impact of
marketing elements toward purchasing decision, mediated by purchasing
intention and ; (4) Which of green marketing mix elements that has the highest total
impact toward purchasing decision on The Body Shop product in Surabaya.
The sampling method used in this research is purposive/judgement
sampling method. The sample criteria used are: (l) At least a high school student
and (2) have purchased The Body Shop product more than once in the past six
months. The authors has successfully gathered 92 responses which pass the sample
criteria, validity and reliability test. The method used for data analysis is path
analysis method.
As the result, it is found that only green price and green promotion have
the significant direct impact toward purchasing intention, purchasing decision and
significant indirect impact toward purchasing decision, mediated by purchasing
intention on The Body Shop product in Surabaya. It is found that green promotion
has the highest total impact toward purchasing decision on The Body Shop product
in Surabaya.