Green Marketing Analysis on Oil Palm Plantation Industry

Abstract

Palm oil is one of Indonesia’s important export commodities as a foreign exchange earner besides oil and gas. Indonesia is the largest producer and exporter of palm oil in the world. As the largest foreign exchange earner, the palm oil industry should also be able to maintain its superiority in various sectors, hopefully in the future it can continue to contribute to the development of the industry, especially oil palm. This study aimed to analyze the role of Green Marketing in oil palm plantations. The essence of competition lies in how a company can implement processes to create products or services that are cheaper, with better quality, and produced faster (cheaper, better and faster) than the other business competitors which can increase the influence of the green marketing concept as well as the profits. This research was conducted on oil palm companies that have been certified by ISPO or other certifications (related to the Quality/Environmental Management System), while the sample in this study were managers at oil palm companies located in North Sumatra as many as 45 people. The results of the research showed the effect of green marketing on marketing performance in the oil palm plantation industry and this research provided a scenario that could give the most significant impact on increasing marketing performance in the oil palm plantation industry.
 Keywords: Green Marketing; Oil Palm; Product Quality; ISPO