Green Perception, Green Value And Green Awareness On Green Purchase Of Toyota Agya In Surabaya

Nowadays one of the key factors of developing tourism is to increase new business practices without disrupting the conservation of environment. This paper focuses on the consumer perception and preferences towards green marketing practices and product. This research is examined to identify and analyze the effect of green perception, green value, and green awareness on green purchase of Toyota Agya in Surabaya. Type of this research is a quantitative research, and causal research. The data was analyzed by Multiple Linear Regression with SPSS 21.0 for windows. Sample characteristics which consumer who ever bought Toyota Agya in Surabaya for the past one year. The primary data is obtained from the questionnaires which was distributed to 135 respondents. The result indicated that green perception, green value, and green awareness have a significant influence on green purchase of Toyota Agya in Surabaya