...Muchammad Saifuddin; Sri Hartini; Sony Kusumasondjaja; Lia Febria Lina Purpose This research investigates the impact of green marketing, halal labels and the mediating effect of brand image on the consumer purchasing behavior of modern herbal medicinal products (HMP). Design/methodology...

... in consumer purchase behavior in these two cities would be meaningful to Chinese economy. Second, since our study focuses on local brand choices of consumers, we need to identify cities that owned enough local brands, while both metropolises have their own leading local brands. Third, we want to choose two...