Marketing, profit strategies and sustainability: a challenge for companies in different sectors

Penelitian ini membahas tentang strategi green marketing communication baterai isi ulang Smartoools melalui media sosial Tiktok, Instagram dan Youtube. Smartoools merupakan Perusahaan yang menjual baterai isi ulang yang dapat di cas dengan kabel cas hp. Smartoools menggunakan media sosial Tiktok, Instagram dan Youtube sebagai tempat pemasaran. Fokus penelitian ini adalah mendeskripsikan strategi green marketing communication baterai isi ulang Smartoools melalui media sosial Tiktok, Instagram dan Youtube. Tujuan penelitian ini adalah untuk mengetahui bagaimana strategi green marketing communication baterai isi ulang Smartoools melalui media sosial Tiktok, Instagram dan Youtube. Metode penelitian yang digunakan dalam penelitian ini adalah deskriptif kualitatif dengan teknik pengumpulan data wawancara, observasi dan dokumentasi. Teknik analisis data yang akan digunakan dalam penelitian ini adalah analisis data model Miles and Huberman dengan menggunakan teori green marketing. Dari hasil wawancara dan didukung dengan bukti pada akun media sosial Smartoools, Smartoools telah melakukan strategi green marketing melalui media sosial Tiktok, Instagram dan Youtube. Meskipun pada dasarnya Smartoools tidak mengerti dan tidak berniat untuk melakukan green marketing. Namun tanpa mereka sadari, mereka telah melakukan proses strategi green marketing melalui media sosial.

Background : The concept of green hospital and green marketing is still rarely applied to hospitals in Indonesia. Even though this strategy is a very good potential. In addition to playing a role in environmental conservation, hospitals can achieve Sustainable Competitive Advantage. Objective : The aim of this article is focused on green marketing and green hospital strategies and their role in increasing sustainable competitive advantage. Methods : This article is a literature review of 7 journals from several sources such as Google Scholar, SINTA Journal, and pubmed in the last 10 years. Result : The core concept of green hospitals focuses on the production and use of energy, water resources, the use of solar energy for electricity and reducing electricity use, good aeration, climatic features, green open spaces and the long-term impact of building materials. The concept plays a role in improving public health while reducing the environmental impact around it. Green marketing is one of the strategies that the hospital marketing team uses today as the key strategy for SCA. Conclusion : In the end, this concept has 2 goals, improving environmental quality and customer satisfaction. Thus, the implementation of green marketing into a marketing strategy can be the key in achieving sustainable competitive advantage in hospitals.

The article explores the relationship between customer motivation and green marketing strategies in promoting sustainable consumption behaviour. Through an extensive analysis of available literature and empirical data collection, the study aims to unfold insights into how various motivational factors influence consumers' responses to green marketing initiatives. By examining the connection between consumer motivation and the adoption of environment-friendly marketing practices, such as eco levelling, green advertising & green branding, this research provides a deeper understanding of the mechanisms driving environmentally conscious purchasing decisions. The correlation between consumer motivation and green marketing strategies is positive and statistically significant. The results of this article have momentous implications for businesses seeking to develop more intended and poignant green marketing campaigns to involve eco-conscious consumers. Furthermore, this study elucidates on the significance of tailoring green marketing to align with intrinsic and extrinsic consumer motivations such as environmental awareness and social acknowledgements. It also emphasizes the importance of consumer faith through clarity in green marketing practices to ensure long-term engagement with sustainable initiatives.

The purpose of this study is to examine the effect of competitive and green marketing strategy on development of SME in Jaffna district by surveying 302SMEs in Jaffna district. Resource advantage theory of competitions is underpinned to link the marketing strategy and performance development of SMEs. Llittle researches were undertaken into the competitive marketing strategy and green marketing strategy in SMEs in the post war context. The influences of these marketing strategy on the performance of SME is nebulous in the post ear context. Data were collected by using questionnaires from owners of SMEs. Simple random sampling method was applied to select samples for this study. Structural equation method (SEM) was utilized to identify the effect of marketing strategy on the development of SMEs .The findings revealed that competitive marketing strategy significantly influenced on the financial development, customer development and SME development and not significantly influenced on the employee development. Regarding green marketing strategy, it significantly influenced on customer development and employee development not significantly influenced on the financial and SME development. This research suggested that entrepreneurs need to apply these two strategies for the development of SMEs.

PurposeThe purpose of this paper is to investigate how consumers in emerging market respond to sustainable development goals initiatives by marketers and firms. The study seeks to identify how sustainable marketing strategies contribute to attaining the SDGs in Ghana, a developing and emerging country in sub-Saharan Africa.Design/methodology/approachA positivist methodological framework was used for the collection of data, analysis and theoretical development in this research. A total of 780 questionnaires were handed out. Out of this number, a total of 650 were returned. However, due to missing values, 622 valid responses were used for analysis. Of the valid responses, 306 (about 49.23%) were males while 316 were females, representing about 50.8%. Structural equation modelling was used to analyse data and investigate the relationship amongst advertising, packaging, pricing, green marketing strategies and purchasing behaviour.FindingsStudy findings provide insight into how marketing strategies affect consumer purchasing decisions and brand loyalty. Findings revealed positive relationship between green marketing and purchase behaviour. Empirical results from this study also confirm the mediating role of price on the relationship between green marketing strategies and purchase behaviour.Research limitations/implicationsWhile this study is limited to a single country Ghana, the findings can have far-reaching implications for many countries in the emerging markets sector. The study provides a vivid illustration of how environmental concerns can affect consumers' attitude towards products or services.Practical implicationsPolicy on environmental issues can be developed from this study. Marketers can be more effective at how to effect consumer behaviour using findings from this research.Social implicationsFirms employing green marketing strategies must be aware of the importance the youth places on sustainability and develop strategies that enhance social acceptance by the youth.Originality/valueTo the authors' knowledge, sustainable and environmental issues have been researched on, but pricing and advertising have not been used as a mediating variable on purchasing behaviour in Ghana. Moreover investigation of green marketing strategies and purchase behaviour, advertising packaging and brand loyalty using structural equation modelling analysis within the Ghanaian public space is unique.

This study focuses on environmental problems caused in various nations and peoples, for, as recently environmental disasters and environmental destruction have often happened, the problems have appeared as hot issues on earth. In this context, this research is carried out in order to analyze the interrelationship between customers' recognition of environment and the effects that have influences on their consumption actions, and is going to examine the effects that companies' green marketing strategies have on customers' recognition and their purchase, based on the existing studies. Green marketing in Korea is concerned only about public benefits of society without building environmental infrastructure, objects, and companies' marketing strategies, and so it is poor at grasping the marketability for companies' securing potential markets. Therefore, in order for companies' green marketing strategies to be carried out efficiently, it is needed to examine customers' recognition of companies green marketing strategies and its effects on their purchases. This study examined customers' values, shopping trend, and the effects that companies's green marketing strategies have on customers' interests in environment, their recognition of green marketing, and their purchase desires of eco-friendly products. This research was carried out based on the survey for 313 consumers of 20 to 40 years of age. The survey is composed of 20 questions of companies's green marketing strategies, 24 questions of customers' values, 26 questions of shopping trend, 10 questions of environment, 7 questions of customers' recognition of green marketing, 4 questions of purchase desire of eco-friendly products, and 5 questions of population statistics, using 5 Likert-Type degrees. SPSS/PC 12.0 and AMOS 4.01, statistics processing programs, were used to analyze the collected data. The research results are summarized as follows. In companies' marketing strategies, products, distribution and consumption except for price are interrelated with interests in environment, and customers' recognition of green marketing. Customers' values in environmental preservation and society have something to do with their recognition of interests in environment and green marketing. Customers's shopping trend has little relationship to their interests in environment, their purchase desires of green products, and their recognition of green marketing. That is, they don't regard green products as a trend or popularity. The results of this research show that the customers with high purchase desire of eco-friendly products and high recognition of green marketing have values in society and environmental preservation, and high quality information on green marketing is needed to be provided for these customers using 4 major media and Internet. The concept and necessity of green products have to be recognized, and the products are needed to be developed and often exposed to mass media, and so their recognitions should lead to their purchases. Companies should promote green marketing strategies practically and actively, not by simple and abstract concept of environmental preservation. Advertisement strategies also, if they are implemented with responsibilities on environmental problems, will be able to improve companies's images and be practiced as real green marketing strategies.

In the evolving digital marketplace, consumer behaviour is increasingly shaped by green marketing strategies, particularly in the context of sustainable consumption. This study aims to examine the mechanisms through which green content marketing and green affiliate marketing influence green variety-seeking shopping behaviours, with particular attention to the role of green shopping motives and the effectiveness of marketing strategies. As traditional retail methods face limitations, digital marketing channels provide new avenues to engage consumers through personalized and dynamic content. Using the Theory–Context–Characteristics–Methodology (TCCM) framework, this research systematically examines the existing literature to identify key theories, contexts, characteristics, and methodologies relevant to variety-seeking behaviours towards green products. The study explores the psychological and behavioural drivers behind shopping choices, offering insights into why consumers exhibit variety-seeking behaviour when purchasing green products. The results indicate that effective green content and affiliate marketing drive variety-seeking behaviour in green shopping, with consumer motives serving as a key mediating factor. The conceptual model developed in this study provides a structured understanding of how modern marketing strategies shape consumer preferences and engagement with green products. This study offers a future research agenda and practical implications for marketers and retailers. By understanding these influences, businesses can refine their marketing strategies to strengthen green shopping motives, encourage sustainable consumption over traditional consumption, and adapt to the dynamic retail landscape.

Purpose: This study aims to analyze green supply chain management (GSCM) and green marketing strategies (GMS) to green purchasing intentions (GPI). This study conducts on craft SMEs in the Special Region of Yogyakarta, Indonesia. Design/methodology/approach: This study uses primary data which is obtained through questionnaires. The unit of analysis in this study is organizations and individuals. The sampling technique is purposing sampling, with the criteria of SMEs that conduct environmentally friendly production processes and consumers who have ever bought green products. Data analysis uses structural equation modeling. Research limitations/implications: This study is limited by relatively small sample size. The sample is only environmentally oriented SMEs. Large companies that are also environmentally friendly have not been included as samples in this study, so the results of this study only generalized to SMEs. Future research should accommodate these two types of companies, namely SMEs and companies, so that it can be easier to generalize the findings and allow different tests of GSCM to be applied to SMEs and large companies. This study only analyzed GSCM from two dimensions, namely GP and GCC. Other variables that can be used to explain GSCM are internal environmental, green information systems, eco-design and packaging. Practical implications: GSCM can be started with conducts the right GP and always coordinating with consumers which related to green products. GP (green purchasing) and GCC (green consumer cooperation) as GSCM elements have a strong association in predicting the success of a green marketing strategy. It is expected that SMEs should pay attention to the raw material purchase so that the problem of environmentally friendly raw materials can be truly obtained to enter the production process and produce environmentally friendly products. Originality/value: This study analyzes the relationship between GSCM practices and organizational performance in the green marketing and business strategies context, where there is still a scarcity of studies in this context. Besides that, there is an increase in awareness of green operations and green marketing in Asia, but the relevant studies in Asian countries have not been conducted much, especially in Southeast Asia. The result of this study proves that the GSCM model can increase value along the supply chain by emphasizing green supply chain management and green marketing.

Influence brands image, green marketing strategy, and emotional desires to decision purchase Starbucks product . Study this aim for knowing influence brand image , green marketing strategy , and emotional desire for decision purchase Starbucks products in Jakarta. Data obtained through deployment questionnaire in link form and distributed through social media to ever respondent _ consume Starbucks products and that's back and worth it is as many as 111 respondents came from from five cities in Indonesia , namely Denpasar, Jakarta, Bandung, Surabaya and Medan. The analytical technique used in study this that is technique analysis multiple linear regression with SPSS. Test results in study this obtained mark coefficient regression brand image (X 1 ) and emotional desire (X 3 ) variables of 0.318 and 1.298, with mark significance both of them of 0.000 , brand image and emotional desire have influence positive and significant to decision purchase Starbucks product . Coefficient value regression variable green marketing strategy (X 2 ) of 0.100 with mark significance of 0.136 so that green influential marketing strategy positive however no significant to decision purchase product Starbucks. As for the results from coefficient determination of 0.770 which means 77% can explain models or the influence of each variable to decision purchases , meanwhile the remaining 23% explained by reasons other outside model study this .

Green growth or green management practices originating from advanced countries proliferated worldwide during the 2000s. According to the Low Carbon, Green Growth Act announced by the government of South Korea in April 2010, business should gradually adopt an environmental management system (EMS) to efficiently use resources and energy and to minimize the emission of greenhouse gas or other pollutants as a result of business activities. In addition, businesses should acknowledge social and ethical responsibilities. Environmental management systems were introduced in Korea as a competitive strategy in the early 1990s, and have increased in Korea since 2003 under the influence of the product-related environmental regulations of European countries and the Korean government. Achieving the ISO 14001 standard requires an EMS system. This critical and authoritative certification system, legislated in 1996, directly connects to business reliability. The number of corporations with the ISO 14001 certificat...

The study explored the relationship among green marketing practices, strategies, and competitiveness in the hospitality industry in Negros Occidental in in the fiscal year 2024. Data were gathered from 292 personnel from purposively selected 22 DOT-accredited hotels in Bacolod City, Cadiz, Sipalay, and Manapla using a validated questionnaire. The analysis included frequency counts, percentages, chi-square tests, and Spearman's rho correlation at a 0.05 significance level. Findings indicated that most hotel employees held a Bachelor's degree and had less than three years of experience. Green marketing practices were highly rated, particularly in promoting eco-friendly initiatives, while strategies received excellent ratings, with room for improvement in areas like plastic reduction and biodegradable packaging. Competitiveness was very high, especially in hygiene and guest experience, though funding for special events required more attention. Years of experience and hotel classification significantly influenced green marketing efforts, while educational attainment and position had little impact. Positive correlations among green marketing practices, strategies, and competitiveness underscored the importance of sustainability for gaining a competitive edge. The study concluded that while green marketing practices are well-established in most hotels, improvements are needed in specific areas. Recommendations included enhanced training, industry-wide sustainability standards, and greater community engagement. Future research could examine the impact of green marketing strategies on consumer behavior and hotel competitiveness.

This study aims to present a reflection of the literature on green marketing strategies and analyze seven factors that will affect company performance. This research refers to the literature review method. As green marketing strategies become increasingly important for companies following the triple bottom line performance evaluation, this research seeks to better understand the role of the "green marketing mix" as a marketing strategy. This model links the relationship between green marketing strategies, including green product, green price, green promotion, green distribution, green people, green process, and green physical evidence, with company performance, including financial and non-financial performance. The results of the study show that the green marketing strategy has a positive effect on the company's financial and non-financial performance. From the discussion above, it can be concluded that this research extensively reviews the literature in the field of green marketing strategy and highlights that companies that adopt green marketing strategies (green product, green price, green distribution, green promotion, green people, green process, and green physical evidence) are expected to generate more profits than firms that do not adopt the strategy.

This article is devoted to the study of new marketing strategies used in green marketing. Green marketing includes both green products and green oriented companies. Companies that seek to enter the new "green" niche need to rethink the 4 P’s (product, price, place and promotion) of traditional marketing and use these new strategies to promote environmentally friendly products. Research into this field has yielded four main strategies of ecological marketing: "Lean green", "Defensive green", "Shaded green" and "Extreme green". Each environmental marketing strategy presented in this article is directly connected with the concept of the marketing mix it is related to. Many companies do not want to use all parts of the 4 P strategies but instead choose to use only specific elements of each. This allows companies to choose a tailored "green" marketing strategy to achieve their goals. Green marketing strategies help companies to develop products that are environmentally friendly and satisfy the requirements of consumers.

Purpose This study examines how green marketing strategies—environmental commitment, customer perceived value, green brand communication, and ethical sourcing—influence FMCG brand image. We'll examine how these components affect consumers' perceptions and boost brand image. Structured questionnaires were delivered to 255 FMCG consumers using convenience sampling. Data analysis and hypothesis testing were done using SEM. Design/methodology/approach Sustainability and environmental responsibility boost company image, according to research. Value was a key aspect, showing how consumers value sustainable product benefits. Effective green brand marketing and ethical sourcing policies boost consumers' trust and loyalty. FMCG firms looking to include sustainable practices into their marketing strategies can learn from the study about the importance of authenticity in green communication and responsible sourcing for brand growth. Findings The findings of research on Green Marketing Strategies and Brand Image in the context of FMCG (Fast-Moving Consumer Goods) generally focus on how environmental commitment, consumer perceived value, green brand communication, and ethical sourcing contribute to shaping brand image and influencing consumer behavior. Strong Positive Influence on Brand Image: Brands that are committed to environmental sustainability are often viewed more positively by consumers. This commitment can improve the brand’s reputation, as consumers are increasingly looking for eco-friendly practices in the brands they support. Originality Environmental commitment, ethical sourcing, green brand communication, and sustainable product offerings play a critical role in enhancing brand image and fostering long-term consumer loyalty. However, brands must ensure transparency and avoid greenwashing to maintain credibility. Overall, a well-executed green marketing strategy can create a strong, positive brand image that resonates with eco-conscious consumers and contributes to the brand’s success in competitive markets. Many consumers today consider the ethical sourcing of products to be just as important as the quality of the product itself. Research limitations/implications Mismatched Claims and Impact: Many FMCG brands may make environmental claims that don’t align with their actual environmental impact. This misalignment can lead to consumer disillusionment, but measuring the true environmental benefits of green initiatives can be complex. Difficulty in Measuring Full Environmental Impact: It's often challenging for researchers to measure the actual environmental impact of a product’s lifecycle—from sourcing to production to disposal—due to the complexity of global supply chains in the FMCG sector. Practical implications While research on green marketing strategies and brand image in the FMCG sector provides valuable insights, there are several limitations that hinder its generalizability and long-term applicability. These include challenges in measuring the true effectiveness of green marketing strategies, consumer perception variability, the complexity of global supply chains, and difficulties in defining and quantifying "green" practices. To overcome these limitations, future research should focus on longitudinal studies, standardized metrics for green marketing success, and the integration of cultural and regional differences in consumer behavior. Social implications The social implications of Green Marketing Strategies and Brand Image in the context of FMCG (Fast-Moving Consumer Goods) are significant, as they shape how brands interact with society, influence consumer behavior, and contribute to broader environmental and social changes. Green marketing not only affects consumer perceptions but also impacts society in various ways, including ethical, social, and cultural dimensions. Below are some of the key social implications of green marketing strategies and brand image in the FMCG sector

The Importance of Green Marketing for Stakeholders: The Case of Portuguese Footwear Companies