Implementation of Green Marketing on Buyer Decisions to Encourage Green Economy

The implementation of green marketing for coconut fiber utilization in Aceh, specifically in LhokseumaweCity, remains limited. Efforts to market environmental friendly products from coconut fiber have not been completely successful, leading to a low economic return. MSMEs working in this area continue to face challenges in promoting their products. Although MSME managers have previously tried different media to boost sales and sustain the use of coconut fiber, a limited understanding of green marketing strategies has been a barrier. This study aims to identify the factors influencing purchasing decisions for eco-friendly products made from coconut fiber waste. This research is quantitative, focusing on MSMEs selling agricultural or related products in Lhokseumawe City. A single MSME was sampled, chosen through the saturated sample technique due to the small population size, with 100 respondents selected for the study. Data analysis used multiple linear regression. Findings indicate that green products, green prices, green places, and green promotions all have a significant positive impact on consumer purchasing decisions for eco-friendly coir products in Lhokseumawe City. These results affirm that green marketing concepts play a role in influencing purchasing decisions for coir-based eco-products, highlighting the need for green marketing to enhance public awareness of eco-friendly products, reduce waste, and support a green economy.