Implementation Of Green Marketing Research Articles

Increasing MSME Competitiveness through Green Marketing Implementation: The Case of Pematang Serai Village, Langkat

This study aims to analyze the role of Green Marketing implementation in increasing the competitiveness of Micro, Small and Medium Enterprises (MSMEs) in Pematang Serai Village, Langkat. Case studies are conducted using a quantitative approach, data type. What is used in this study is primary data taken through direct research, also with secondary data as support. The results showed that the implementation of Green Marketing significantly contributed to increasing the competitiveness of MSMEs in Pematang Serai Village. Through environmentally friendly and sustainable marketing practices, MSMEs are able to create competitive advantages, improve brand image, and attract the attention of consumers who care about the environment. The implications of this research provide guidance for stakeholders to strengthen Green Marketing strategies in supporting the growth and sustainability of MSMEs at the village level.

Implementasi Green Marketing pada PT Yagi Natural Indonesia dalam Memasarkan Produk Perawatan Tubuh Ramah Lingkungan

PT Yagi Natural Indonesia (Yagi Forest) is a company that produces environmentally friendly body care products from Indonesia which produces products made from organic ingredients that do not cause environmental pollution and do not have a negative impact on humans who use them. In promoting the environmentally friendly body care products produced, Yagi Forest does this through green marketing. This research aims to determine the implementation of green marketing carried out by Yagi Forest. This research uses a qualitative method with a case study approach and uses data collection techniques using in-depth interview techniques. The main informants in this research were two employees from Yagi Forest who worked in positions responsible for product marketing activities. The results of this research show that in its implementation Yagi Forest applies the green marketing mix concept, namely green product, green price, green place and green promotion. The products produced are products made from organic ingredients that are safe for consumers and the surrounding environment. Likewise, the product packaging used can be reused or returned to the collaborating organization so that it does not become waste that can damage the environment. Then in terms of price, products from Yagi Forest are relatively more affordable when compared to body care products from competing companies. Apart from that, promotional activities carried out use four basic activities from Integrated Marketing Communication (IMC), which is direct marketing, interactive/internet marketing, sales promotion, publicity/public relations. However, the implementation of the green place aspect cannot yet be carried out efficiently so an evaluation needs to be carried out.

How is Implementation of Green Marketing with Halal Product Certification for MSMES in Kediri City?

How is Implementation of Green Marketing with Halal Product Certification for MSMES in Kediri City?

IMPLEMENTATION OF GREEN MARKETING TO MAINTAIN SUSTAINABILITY WASTE BANK BUSINESS

Currently, the waste bank management process is technically still manual, that is, members must come to the waste bank to deposit their waste and be recorded in the customer book, and for the disbursement of funds must come to the waste bank. The current waste bank management does not have an updated report on which areas have the most waste and which communities play an active role in protecting the environment. The working pattern of business entities that collect plastic waste when providing services to plastic waste scavengers is to buy cash for each plastic waste deposited. This pattern is modified in the waste bank system, in which the plastic waste depositor does not receive the money directly from the sale, but it is kept by the waste bank business. The depositor will have a savings account from the sale of waste. This service, it will be applied to increase community participation in waste management involving the Joglo Village Berdikari Waste Bank Manager, as well as being one way to improve environmental sustainability, through the Implementation of Green Marketing to Maintain the Sustainability of the Waste Bank Business

Investigating the Impact of Green Marketing on Stay Decisions: The Mediating Role of Green Consumer Behavior

Changes in the behavior of tourists after the COVID-19 pandemic, who are more concerned with sustainable impacts, have intensified the implementation of green marketing, including the emergence of various environmentally friendly accommodations such as glamping. However, almost no research that examines the application of green marketing in glamping accommodation, especially in Indonesia. The purpose of this study is to investigate the application of green marketing in glamping accommodation, especially in Indonesia, given the lack of research that has been conducted in this context. This research type used quantitative methods. Data collection was conducted by distributing a questionnaire in google form to 100 tourists who stayed at Pelaga Eco Park Glamping, Bali, Bali between August – September 2022. The sample was taken using an accidental sampling technique. The analytical method used is Path Analysis using SEM-PLS. The results showed green marketing has a positive and significant effect on the decision to stay; green marketing has a positive and significant impact on green consumer behavior; green consumer behavior has a positive and significant impact on the decision to stay; green consumer behavior can be an intervening variable partially on the influence of Green marketing with the decision to stay. This research implies that glamping managers can be more concerned about planning and implementing green marketing to win the market while contributing to environmental sustainability.

PURCHASE INTENTION: STRONG EFFECTS OF GREEN ADVERTISING ATTRIBUTES, PARA-SOCIAL RELATIONSHIPS, AND PERCEIVED CREDIBILITY

The issue of environmental pollution in recent years has become a global problem topic. The biggest trigger in Indonesia is plastic waste from daily activities, especially consumption patterns. The implementation of green marketing has begun to be carried out by every business actor as a form of participation in preventing environmental problems, as well as to educate consumers about the impacts. This study aims to determine the relationship between the green advertising attributes, para-social relationship, perceived credibility, and consumer purchase intentions for Starbucks products. Data collection on 270 samples of Starbucks consumers at Malang town was carried out by non-probability sampling through a questionnaire instrument. The data obtained were analyzed using Partial-Least-Square (PLS) analysis. The results showed that each of the green advertising attributes, para-social relationship, and perceived credibility had a strong positive effect on purchase intention. It is proven that there is a mediating role of perceived credibility on the effect of the para-social relationships on purchase intention. The love for green advertisements and the tendency to observe what influencers buy and use greatly influences consumers' buying interest and they feel that using environmentally friendly products will reduce guilt for environmental damage.

Literature Review: Green Marketing Strategy and Green Hospital to Achieve Sustainable Competitive Advantage

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 Economarketing Model: Development of Productive and Sustainable Tourism Area

Purpose: The purpose of this study is to examine the effect of green marketing on the tourist intention to avoid future damage to the "Lingkar Selorejo" tourism area, which is supposed to be developed by the Malang Regency government. Theoretical framework: The examination of Lingkar Selorejo as a green marketing rural tourism village comprises of identification of local potential, resources, social and local community insight. Thereafter, determining an appropriate green marketing model as a concept. Finally, creating a road map of Green Marketing implementation. Design/methodology/approach: The research used descriptive qualitative method based on the philosophy of positivism to examine the natural conditions. Primary and secondary data collection techniques used include observation, interview and questionnaire, documentation, and related literature as well as documents. Non-probability sampling technique with the census method was used for data collection, thus everyone serving in the village office was used as a research sample because the number of officials was relatively small, around 10-15 people. Findings: The findings: reveal that SMEs in this region had not implemented Green Marketing due to lack of awareness and high costs and failure by the government to offer support. Besides, the people had not yet considered green marketing and still prioritized low prices and quality products. Research, Practical & Social implications: Further research needs to be studied more deeply in relation with the dimensions of economarketing model, especially on the development of productive and sustainable tourism area which needs to be studied if this variable is included in further research. Originality/value: The value of the study indicate that concern and awareness of the environment and health have changed the outlook and lifestyle of humans and business people. This is evidenced by the changing pattern of business approaches that directs entities with environmental sustainability based activity criteria.

The Impact of Green Marketing Implementation on Brand Image and Green Consumer Behavior on The Body Shop Products in Jakarta 2022

The Body Shop is a company that focuses on cosmetic products. The Body Shop is famous for the products that use natural and environmentally friendly ingredients. The Body Shop emphasizes its support in every campaign that is carried out on various environmental issues circulating around the world, and involves its consumers to participate in protecting the environment. This campaign strategy is called “Green Marketing” and is one of the pioneers in Indonesia. In this study, aims to analyze the impact of the implementation of green marketing on brand image and green consumer behavior on The Body Shop products in Jakarta. This research technique uses descriptive quantitative methods with a population of users of The Body Shop in DKI Jakarta and the sample used is 150 respondents with accidental sampling. This research uses SEM-PLS analysis tool. The results of this study prove that green marketing has a significant effect on brand image and green marketing has a significant effect on green consumer behavior.

CAN GREEN MARKETING BE ACHIEVED? DRIVEN BY SOCIAL CAPITAL TOWARDS PRODUCT INNOVATION AND CUSTOMER ORIENTATION

Business development activities that care about the environment are certainly important for a business, and environmentally friendly activities have led to awareness of the practice green marketing. The application of green marketing is not only intended for a better environment but also as a competitive advantage towards better marketing performance. This study analyzes customer orientation, product innovation moderated by social capital on the implementation of green marketing for non-culinary SMEs. Data were collected from 100 SMEs from various sectors, and collected using a 5-point Likert scale questionnaire with Google for media, analyzed using SEM-PLS, SmartPLS as tools. The results show that social capital is a moderator in the relationship between customer orientation, product innovation and green marketing. The direct relationship between marketing orientation and innovation has a significant positive impact on Green Marketing. Social capital becomes a bridge for exchanging information between customers, the product to be purchased, and how the product will be marketed. The existence of information from one individual to an individual or group makes positive energy that is very important in growing concern for the environment.

A weighted fuzzy approach for green marketing risk assessment: Empirical evidence from dairy industry

The green marketing concept encompasses the consumers' perception and response to the green initiatives and activities that companies implement such as design for environment, green production systems and processes development, and green improvements in packaging. Despite the growing interest in the green marketing domain, few studies have been carried out on the risk assessment of green marketing implementation, especially in the dairy industry. In this study, using a developed integrated fuzzy decision-making methodology, the green marketing risk factors in the dairy industry are assessed. Firstly, the fuzzy analytic hierarchy process is used for weighting the identified risk assessment criteria. Then, a weighted fuzzy inference system is proposed for green marketing risk assessment. Finally, risk mitigation strategies are proposed to deal with the highly ranked risk factors. This research study fills the gaps in the literature by (1) proposing a comprehensive list of green marketing risk factors in the dairy industry, (2) developing a novel weighted fuzzy inference system approach for assessing those risk factors, and (3) providing a final ranking of the dairy industry risk factors together with risk mitigation strategies for the highly ranked risk factors. The level of environmental awareness in society was found as the most important risk factor followed by governmental policies, rules, and regulations for supporting green products risk factors. Finally, some remarks are concluded together with presenting the future works.

The eco‐friendly side of narcissism: The case of green marketing

AbstractThe march toward marrying good business practice with sustainability in the global marketing contexts is articulated with the hope of decoupling consumption and affluence from environmental deterioration. However, the key question, whether and how chief executive officers' (CEO) psychological characteristics exert its influence on corporate marketing activities with relation to environmental conservation, is still unsolved. The current study aimed at examining how the personality traits of CEOs affect corporate green marketing program (GMP), with primary regard to CEO narcissism. On the basis of a moderated mediation analysis on a batch of survey data from a sample of manufacturing firms in China, the findings showed that narcissistic CEOs are often associated with the higher level of the corporate green marketing program. Besides, corporate environmental strategy (ES) plays a role of mediator in the relationship between CEO narcissism and the implementation of green marketing. Furthermore, regulatory pressure not only significantly drives corporate environmental strategy and green marketing program but also moderates the relationships among CEO narcissism, corporate environmental strategy, and green marketing program. This study shines light on the establishment of management mode, which could illuminate both business practitioners and policymakers on the governance of sustainability.

Investigating Green Marketing Implementation with the Hedonic Price Model in Residential Projects: The Case of Istanbul

The strategic importance of green marketing (GM) in value creation for the end customer (VCEC) and the contribution of the spatial and structural characteristics of a residential project (RP) to the final price have been acknowledged in the literature. However, GM features that can lead to price increases have not been evaluated from the VCEC perspective. This study examines the impacts of GM strategies on RPs. This study applies Hedonic Price Modelling to newly built RPs in Istanbul and evaluates the results from the perspective of the Attractive Quality Attributes Theory. The results showed that the total price of the RPs was affected more by design-related sustainable features of RPs and revealed that there is a relationship between GM and sustainable design. The study highlights the importance of GM, which companies can use to operate effectively in a competitive market and increase the satisfaction of end customers through value creation. The study’s findings can be considered useful information for policies on creating a sustainable built environment.

The Extent Green Marketing Has Been Embraced in the Construction Industry - Employee Perspective in Zimbabwe

Purpose
 
 The purpose of this research was to examine the awareness of employees about green marketing, the initiatives taken by contractors and the challenges encountered in implementing the concept in the construction industry in Zimbabwe. 
 
 Methodology
 
 The study was quantitative using an explanatory research design with the study population limited to construction companies registered with CIFOZ. A sample of 182 executives representing construction companies completed the questionnaire. The data were analysed using STATA version 12. 
 
 Findings
 
 The findings showed a positive awareness in employees to green marketing in the industry and a positive perception of practices as evidenced by the construction employees. However, there are challenges in the implementation of green marketing, including a lack of green standards. 
 
 Contribution and value add
 
 Based on employee perspectives, a conclusion was reached that green marketing has been embraced in the Zimbabwean construction industry, and there are green marketing initiatives undertaken by the construction companies in that country. The results of this study contribute to the body of academic knowledge, hence the theory base that was used to drive this study could be amended as a result of the insights from the study.

Integration of the management theories for enhancing green marketing implementation in the construction industry

Integration of the management theories for enhancing green marketing implementation in the construction industry

Green Marketing Exploration on Customer Retention in Improving Business Performance with Tacit Entrepreneurship Knowledge as Moderator

<p>Global warming is a central issue, so it needs strategic steps for organizations or companies to find solutions because it threatens the future. This article aims to provide an overview of the importance of research on the role of green marketing and customer retention in improving business performance, using the factor of tacit entrepreneurial knowledge as a moderating variable. This research is qualitative, using a library research approach. The results obtained six preparations: First, the more effective the implementation of green marketing by the organization, the more it will improve customer retention patterns. The second proposition, the more effective green marketing is, the more business performance will be—the third proposition, the stronger the customer retention, the stronger the effect on improving organizational performance. The fourth proposition, the higher tacit knowledge about entrepreneurship possessed by organizations and individuals followed up intensively through interaction with customers, the customer resistance will increase, and the higher tacit knowledge owned by organizations and individuals in it, the more effective it will be. Green marketing. The fifth proposition, the higher the organization's tacit knowledge and the individuals in it, the higher the organizational performance will be.</p>

Revisiting Green Marketing Implementation in Halal Cosmetic Brands

The growing green consumer who selecting products that socially and environmentally ethical products, encourages cosmetics producers in Indonesia to produce more environmentally friendly product in terms of materials, ingredients, packaging, and even the strategy to promote it. As this market segment continues to grow and develop, cosmetics manufacturers are required to be more competitive by applying green marketing values. Therefore, this study aims to investigate how halal cosmetic brands applying green marketing based on the concept of green marketing strategy and Islamic Marketing Ethics (IME). This case study uses a qualitative research approach that selecting four top halal cosmetic brands that marketed in Indonesia. Data was analyzed by data triangulation and method triangulation approach and presented in inductive summary. The results of the study concluded that among the top four halal cosmetics brands studied, two brands had implemented the concept of green marketing strategy and implementation comprehensively (shaded green and extreme green), while the other two brands applied lean green and defensive marketing strategy and implementation. The implication of this research is to provide suggestion to managerial marketing about how to create a more captivating halal products for all customers. The novelty of research proposes how is the level of Indonesian halal cosmetic brands green strategy that applying Islamic Marketing Ethics (IME).

GENDER ASPECTS AND GREEN MARKETING: CASE FOR UKRAINE

The paper focused on the analysis of the gender factors under the developing of a marketing program to promote green goods. With the purpose to identify the scientific schools on this theme, the bibliometric analysis was conducted. In 2013 year and 2019 year, there was a significant increase in the number of publications which focused on the investigation on green marketing issues. Such trends could be explained by the growing level of interest of the world community in environmental issues. The findings allowed concluding that green marketing is considered by scientists in linking with such scientific areas as health economics, social development, economic development. The scientific community studied the gender and age parameters as key factors in the effective implementation of green marketing. In order to determine the role of gender and age factors in decision-making on the purchase of environmental goods, the survey of 176 students from Sumy State University (Ukraine) was conducted. The findings confirmed that women were more aware of environmental products than men, and 84.1% of women prefer to buy environmental products. It was determined that the most popular eco bags are shoppers – 54.5% among respondents, in second place – garbage sorting (49.4% among respondents), in third place – the rejection of plastic (48.3% among respondents). It was found that 77.8% of respondents are looking for eco-products in the category of food. Male respondents of all age are most looking for eco-goods in the category of household goods (55 respondents). Male respondents do not follow modern eco-trends and do not pay much attention to environmental labelling. Women, on the other hand, are more aware of environmental issues and often support eco-trends. The generalized results showed that one of the factors that reduce the effectiveness of green marketing was the low level of awareness of students on the nature and importance of eco-products. It was found that gender should be considered during the selection of communications channels with students and green marketing tools for the promotion of environmental products.

GMS for Sustainability Performance in the Apparel Manufacturing Industry: A Conceptual Framework

Recent research shows that traditional business tactics do not support an organization’s goal to be environmentally-friendly as is expected by today’s stakeholders. The increasing demand by stakeholders to go green has pressured firms to adopt ‘green marketing’ as a viable organizational strategy. This study offers a conceptual model demonstrating the influence of green marketing strategy (GMS) on sustainability performance in the apparel manufacturing industry, specifically in the B2B context. By achieving sustainability performance in terms of economic, environmental and social parameters, an organization can simultaneously consider the needs of the environment, society and company. Despite numerous empirical researches on various environmental strategies, there is a dearth of literature regarding GMS and the sustainability performance of the apparel manufacturing industry. Hence, through this proposed model, the authors argue that comprehensive implementation of green marketing throughout the business operations would play a substantial role in attaining sustainability performance.

Customer Trust through Green Corporate Image, Green Marketing Strategy, and Social Responsibility: A Case Study

Purpose: The aim of this research is to study the public awareness on the consumption of green products. It begins with the community’s increased interest in the environment, arising from their desire to help in the reduction of the impact of environmental damage by becoming an intelligent consumer. Design/Methodology/Approach: The research was conducted through a survey method using customers of Unilever. The sample result was determined by the purposive sampling of about 225 customers in Jakarta and its surrounding areas. Both programs succeeded simultaneously, helped with the building of a green corporate image, which shows the green marketing implementation, its marketing strategy and its corporate social responsibility program which is highly beneficial and memorable to the community. Findings: The research was conducted within the available region and a limited sample from manufacturing firms to make it a little bit less unspecific to findings. More consumers and communities should be invited to care for the environment. They should also have the ability to prove and commit to the community in the implementation of their corporate social responsibility program in order to minimize the environmental impact of not just the corporate image of the company, but also their operational processes. Practical Implications: Green marketing implementation into marketing strategy and corporate social responsibility program bring benefit, high imperative to the community, and positive value to the company's green image. Originality/Value: The study would enable the company to become a key driver in green marketing initiatives, potentially leading to the creation of new economic growth, a green environment and help improve public health.