Influence of Value-Based Marketing on Generation Z towards Sustainable Consumption of Pertiwi’s Sustainable Products

Abstract

In terms of the amount of plastic waste currently being dumped into the South China Sea per person (0.52 kg/person/garbage), Indonesia is currently ranked second in the world. These problems can create regional and ecological environmental hazards. The current state of the Earth is the result of irresponsible production and consumption. The sustainable consumption model therefore reduces the use of natural resources, toxic materials, gas emissions, and pollutants over the life cycle of a product or service to meet basic needs and improve quality of life. The factor that supports the shift in consumption patterns towards sustainable consumerism is the consumer behavior of Generation Z which is influenced by environmental and social factors. Unfortunately, Pertiwi is currently still having difficulties in determining a marketing strategy using the right value-based marketing. Therefore, this study undertakes consumer understanding by identifying the relationship between value-based marketing and sustainable consumption and the general motivational factors that support Generation Z to engage in sustainable consumption. This research was conducted using qualitative methods through narrative research interviews with 6 female informants who at least had experience using environmentally friendly products in Bandung and analyzed using manual and selective coding methods. The results show that value-based marketing increases sustainable consumption, and there is an impact of value-based marketing on daily consumption. In addition, it is explained about the views of the informants regarding the increase in value based marketing. These findings can help Pertiwi to develop a value-based marketing strategy that is carried out by Pertiwi itself.