Green Marketing, Ecolabel and Purchase Intention on Food Products during Covid-19

The Covid-19 Pandemy has increased consumer’s awareness of the health issues and what they eat on a daily basis. Within fast-moving consumer goods (FMCG) category, ecolabel is used to differentiate environmental friendly food conventional food. However, not all healthy products are having ecolabel. This might happened because consumers do know about product, price does fit with their budget, promotion reach many other reasons. During Pandemy, manufacturing companies may need adjust massage meet targetted market. Therefore, this study examines how green marketing, pandemic relate purchase intention products. What aspects considering? An online survey was conducted in May – June 2020, involving 349 valid respondents, from 34 provinces Indonesia. found that marketing mix positively associated attitude. Interestingly, only mix. Green place significantly related Furthermore, consumers’attitude. attitude then products’ buying intention. findings imply for producers allocate attention labelling, through good promotion. As pandemic, respondents will continue habit protect themselves against issue future. offers positive signals communication develop better approach consumers.