Problem Statement Research Objectives

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E. Research Structure

To simplify understanding of the whole parts in this research, there is a brief systematic explanation that describes plot of writing, of which generally comprises of five chapters as follow: CHAPTER I : INTRODUCTION This chapter discusses background of study, problem statement, research objectives, significance of the study, scope of the study, and research structure. CHAPTER II : LITERATURE REVIEW This chapter elaborates relevant theory related to the main topics, identifies the most appropriate concept and performance measurement, and stipulates previous research in regard of each variable. CHAPTER III : RESEARCH METHODOLOGY This section discusses research design, of which how the research is conducted. Subsequently, population, sample andor object of research, and hypotheses to be tested are elaborated. The next discussion is defining variables and how the variables are measured. Furthermore, there is explanation on technique of collecting data, method of data analysis, data processing, and assumptions. 11 CHAPTER IV : ANALYSIS AND DISCUSSION Chapter four will explain research findings based on the steps conducted in previous chapter and also elaborate the relationship between variables, as well as testing the hypotheses with performance measurement framework chosen. CHAPTER V : CONCLUSIONS AND RECOMMENDATIONS In the end of study, the last chapter presents conclusions and recommendations, which will beneficial for future research. The researcher also identifies recommendations and limitations in the research process. 12

CHAPTER 2 LITERATURE REVIEW

A. Theoretical Framework 1. Green Marketing Definition

Henion 1976 in Bäverstam and Larsson 2009: 1 firstly explains green marketing as the implementation of marketing programs directed at the environmentally conscious market segment Banerjee, 1999: 18 in Bäverstam and Larsson 2009: 1. On the contrary, Prakash 2002: 286 views green marketing is “the strategies to promote products by employing environmental claims either about their attributes or the systems, policies and processes of the firms that manufacture or sell them”. Henion seems to be program oriented, while Prakash is persistent with a strategy-based approach. Both definitions are not solely approved by company-wide and scholars. Although there is no single commonly accepted definition, some scholars contribute various ideas from different disciplines. People may use “environmental” Kärnä et al., 2001: 60, “ecological”, or “sustainable” terms Simula et al., 2009 to supersede “green”. Notwithstanding, the key comprehension of green marketing is to deeply understand whatsoever business activities that a company may exercise as long as it is responsible to the nature. In addition to a green marketing definition debate, there are myriad perspectives to encounter aforementioned interpretations. Peattie 1995 stipulates green marketing as “the holistic management process responsible for identifying, anticipating and satisfying the requirements of customers and society, in a profitable