Consumer Decisions in Consuming Eco-Friendly Food Products During the COVID-19 Pandemic: Based on Green Marketing Mix Concept

Abstract

This study aims to analyze consumer decisions to consume green food during the COVID-19 pandemic based on the concept of a green marketing mix. This study uses a quantitative approach, data collected through online surveys. The number of samples was 363 people, which were selected using the purposive sampling technique. The collected data were analyzed using logistic regression using SPSS software. The results of the study show that consumer decisions in consuming environmentally friendly food products are influenced by green products, green places, and green promotions. Meanwhile, the green price has no effect on consumer decisions to buy ecofriendly food.