Sustainable Marketing Strategies Research Articles

A Literature Review of Indoor Air Quality: Sources, Health Effects, and Mitigation Strategies

Sustainable marketing has become an essential component for businesses aiming to meet growing consumer demand for environmental responsibility. This paper explores how companies can align their brand values with sustainability efforts to foster long-term customer loyalty and market competitiveness. It examines key sustainable marketing strategies, including eco-friendly product design, transparent communication, and corporate social responsibility (CSR) initiatives. The study emphasizes the importance of authenticity, as consumers are increasingly wary of "greenwashing" tactics and seek brands that genuinely prioritize environmental stewardship. Case studies from various industries demonstrate successful integration of sustainability into brand identity, resulting in enhanced brand reputation, consumer trust, and business growth. The findings highlight the need for a comprehensive approach that includes stakeholder engagement, sustainable supply chains, and marketing campaigns that educate consumers on eco-friendly choices. By aligning brand values with consumer expectations for environmental responsibility, companies can create a competitive advantage while contributing to global sustainability efforts.

An Empirical Study on Advanced Marketing Practices, Sustainability, and EVM Strategies for Business Growth

In the modern business landscape, sustainable marketing strategies have become crucial for success. Companies are increasingly allocating substantial resources to these initiatives. While consumers expect businesses to adopt sustainable practices, their primary motivation remains fulfilling personal needs. This creates a gap between corporate sustainability efforts and consumer expectations. This study proposes a viable framework for sustainability strategies that businesses can implement to bridge this disconnect. Key findings include: First, sustainable marketing significantly enhances brand image development. Second, brand awareness plays a vital role in customer loyalty within the modern marketplace. Third, a strong brand image amplifies the appeal of sustainable purchasing intentions. Fourth, customer retention serves as a critical tool for boosting long-term purchase expectations. Fifth, elevating consumer expectations is essential for driving sustainable buying behaviors. Notably, sustainable marketing acts as an effective mediator between customer engagement and brand perception. Additionally, corporate social responsibility (CSR) strengthens the link between a company's reputation and sustainable purchase intentions. This research provides both a theoretical framework and practical recommendations for the modern business environment, emphasizing the importance of sustainable marketing campaigns as a precursor to organizational success

The Role of Customer Satisfaction in Mediating the Influence of Service Quality on Repurchase Intention

Tourism activities in Indonesia are activities that can make a big contribution to the country. One form of contribution to increasing tourism is the activity of Online Travel Agents. Bali Panca Hanasta Tours is one of the Online Travel Agents in Bali that prioritizes the quality of service to encourage consumer repurchase intentions. The quality of service presented is expected to be able to provide a sense of satisfaction to customers by paying attention to customer needs and desires in order to be able to increase consumer repurchase intentions for the services provided. This study aims to understand the effect of service quality on repurchase intentions and the role of customer satisfaction as a mediating variable on online travel agent customers of Bali Panca Hanasta Tours in Bali. This study involved 100 respondents of Bali Panca Hanasta Tours customers. The data collection method was carried out through an online questionnaire, and data analysis using path analysis. The results of this study indicate that service quality has a positive and significant effect on repurchase intentions, and customer satisfaction successfully partially mediates the effect of service quality on repurchase intentions. The implications of the results of this study theoretically can be a reference for other researchers who want to study service quality, customer satisfaction, and repurchase intentions. In practice, it is expected to be a consideration and input for marketers and business actors in maximizing service quality and customer satisfaction as an effective and sustainable marketing strategy to increase repurchase intentions.

Socio-Environmental Management: Green Marketing and its Contributions to Sustainable Consumption

Objective: The objective of this research was to investigate the contributions of green marketing to sustainable consumption, analyzing how this approach can influence consumer behavior and promote more responsible business practices. Methodology: The research was carried out through a bibliographic review, involving the critical analysis of already published studies on green marketing and sustainable consumption. Academic databases such as SciELO, Google Academic and Scopus were used to collect relevant articles, books and theses. The analysis of the collected data was conducted through the content analysis technique, which allowed to identify significant themes and patterns. Results and Data Analysis: The results show that green marketing plays a crucial role in consumer education, promoting awareness about sustainable choices. Furthermore, the research showed that this approach stimulates innovation in products and processes, creating competitive differentials for companies. However, the phenomenon of greenwashing represents a challenge, emphasizing the importance of authenticity in green marketing practices. Companies that implement genuine sustainable marketing strategies tend to strengthen consumer loyalty and create a positive impact on the consumer culture. Concluding Considerations: The research concludes that green marketing is an essential tool to foster sustainable consumption, promoting cultural change and encouraging responsible business practices. Collaboration between businesses, consumers and governments is key to building a more sustainable future, reinforcing that sustainability must be integrated into operations and business models.

Analysis of the Impact of Sustainable Marketing Strategic on Consumer Preferences

Sustainable marketing strategies have become an increasingly important topic in the business world. Based on Nielsen Indonesia data in 2021, around 83% of Indonesian consumers stated that they prefer products from brands that are committed to environmentally friendly business practices, but even though consumers express support for sustainable products, their purchasing behavior is not always consistent with this statement. This study aims to analyze the impact of sustainable marketing strategies in influencing consumer preferences and purchasing decisions. The research method uses a quantitative survey. The sample consisted of 400 randomly selected respondents. Data collection was carried out through a structured questionnaire, and data analysis used confirmatory factor analysis (CFA) and moderation regression. The results of the study show that sustainable marketing strategies have a significant influence on consumer preferences. Environmental awareness and social norms strengthen this relationship as significant moderating factors. Integration of sustainable strategies can increase product appeal and strengthen brand image in a competitive market, with a focus on strengthening sustainability communication to maximize the positive impact of sustainable marketing strategies.

A Review on Sustainable Marketing Strategy for Crocs

Crocs is an American shoe brand. This study talking about how brand marketing and brand decisions have made Crocs' success, decline, and return to the masses a popular trend again. Nowadays the social economy rapid develop. various products advent more faster, the new things with creativity could always attract peoples attention. However, the society trend changed quickly, then all brands need to think about how they could expand their customer base in addition to consolidating their existing customers same as Crocs. To make a sustainable marketing strategy crocs needs to combine their brand history, the market requirement, their brand positioning, and their consumer buying behavior. Therefore, the purpose of this study is to provide a sustainable development plan for Crocs from the author's point of view through the several items of information above. The sustainable development suggestions in this paper include, but are not limited to, clarifying brand positioning and target customer groups, developing e-commerce sales channels, etc.

Sustainable Marketing Strategies: Aligning Brand Values with Consumer Demand for Environmental Responsibility

Sustainable marketing has become an essential component for businesses aiming to meet growing consumer demand for environmental responsibility. This paper explores how companies can align their brand values with sustainability efforts to foster long-term customer loyalty and market competitiveness. It examines key sustainable marketing strategies, including eco-friendly product design, transparent communication, and corporate social responsibility (CSR) initiatives. The study emphasizes the importance of authenticity, as consumers are increasingly wary of "greenwashing" tactics and seek brands that genuinely prioritize environmental stewardship. Case studies from various industries demonstrate successful integration of sustainability into brand identity, resulting in enhanced brand reputation, consumer trust, and business growth. The findings highlight the need for a comprehensive approach that includes stakeholder engagement, sustainable supply chains, and marketing campaigns that educate consumers on eco-friendly choices. By aligning brand values with consumer expectations for environmental responsibility, companies can create a competitive advantage while contributing to global sustainability efforts.

Beyond Basics: The Dichotomy of Actual and Perceived Consumer Needs

Consumer behavior, particularly in distinguishing between actual and perceived needs, reveals complex dynamics that shape spending patterns. This study, titled “Beyond Basics: The Dichotomy of Actual and Perceived Consumer Needs,” examines how modern consumerism often blurs the lines between essential and discretionary expenditures. While actual needs—such as food, shelter, and clothing—are vital for survival, they often receive less financial attention compared to perceived needs, which are closely tied to social status, identity, and recognition. Using Maslow’s Hierarchy of Needs as a theoretical framework, this research explores the psychological and social factors influencing this discrepancy. The study employs a quantitative approach, collecting data from a diverse sample of consumers across different socio-economic backgrounds. Through hypothesis testing, including t-tests and regression analysis, the research investigates the significant differences in spending on actual versus perceived needs and the impact of social status on these spending priorities. The findings indicate that consumers, on average, allocate significantly more financial resources to perceived needs, with social status serving as a stronger predictor of this behavior than income level. This trend is particularly evident among higher-income individuals, but it is pervasive across all income groups, reflecting the deep-rooted influence of societal norms and marketing strategies on consumer choices. The study concludes by discussing the implications for marketers, policymakers, and consumer education. It suggests that promoting financial literacy, developing sustainable marketing strategies, and encouraging a shift towards prioritizing actual needs could lead to more balanced and sustainable consumer habits. By addressing the psychological and social drivers of consumption, it may be possible to mitigate the adverse effects of excessive spending on perceived needs and foster healthier, more sustainable consumption patterns.

Implementasi Strategi Influencer Marketing untuk Membangun Brand Awareness di Industri Skincare Pria

The purpose of this study is to look into how influencer marketing techniques affect brand awareness in the men's skincare market. The method used is a literature review that examines relevant literature from scientific journals, using keywords such as "Advertising," "Strategy Implementation," and "Brand Awareness." Data was collected through Google Scholar and analyzed using bibliographic annotation techniques. The results show that influencer marketing has great potential to enhance brand awareness and consumer purchase intention. The appropriate use of influencers can increase public trust and brand strength, while inappropriate influencer selection can have negative impacts. The study also emphasizes that effective influencer marketing strategies involve selecting influencers that match the product persona and using integrated and sustainable marketing strategies. Thus, companies in the men's skincare industry can utilize influencer marketing to achieve optimal results in building brand awareness and encouraging consumer purchasing decisions.

SWOT Analysis of Indonesian Coastal Tourism Destination Marketing in the International Office

This study examines the marketing strategy of beach tourism destinations in Indonesia through a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis approach. The background of this study is based on the importance of beach tourism as a major economic sector that contributes significantly to national income, especially in countries with great beach tourism potential such as Indonesia. The research method used is a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats faced by beach tourism destinations in Indonesia. The results of the study show that the main strengths of Indonesian beach tourism destinations include pristine natural beauty, rich underwater ecosystems, supporting facilities, and rich local culture. However, weaknesses such as lack of infrastructure, ineffective promotion, and low service quality are still major challenges. Opportunities include increasing global interest in Indonesian beach tourism, advances in information technology, and sustainable tourism trends. Meanwhile, threats such as intense global competition, natural disasters, and marine pollution require mature risk management. The conclusion of this study emphasizes the need for innovative and sustainable marketing strategies to improve the global competitiveness of Indonesian beach tourism. Practical recommendations include improving infrastructure, more effective promotion, and developing sustainable tourism.

Marketing Innovations in Enhancing the Sustainability of the Creative Market in Metro City

This research examines the role of marketing innovation in enhancing the sustainability of the creative market in the digital era. Through a systematic literature review, this study aims to identify current trends, best practices, and challenges in implementing innovative marketing strategies in the creative industry. The analysis covers various aspects of marketing innovation, including digital technology adoption, value-based strategies, consumer collaboration, and integration of online-offline experiences. Research findings indicate that digital transformation has become a primary driver of marketing innovation, with the utilization of artificial intelligence, virtual reality, and blockchain opening new opportunities for personalization and creativity in marketing. A significant shift towards value-based and sustainable marketing strategies is identified as a response to consumer demands for ethical and sustainable products and services. Collaboration and co-creation with consumers emerge as effective approaches to enhance product relevance and build customer loyalty. Adaptability and flexibility of marketing strategies prove crucial in facing rapidly changing market dynamics. Seamless integration between online and offline marketing is found to be key in creating holistic customer experiences. This study concludes that marketing innovation plays a vital role in enhancing the competitiveness and sustainability of the creative industry. Recommendations include investing in digital capabilities, developing value-based strategies, strengthening consumer collaboration, increasing organizational flexibility, and optimizing the integration of online-offline strategies. The implications of this research are relevant for creative industry practitioners, policymakers, and researchers in the fields of marketing and creative industries.

Sustainable marketing strategy and the growth of organic agriculture enterprises

The Philippines’ economy is strongly reliant on agriculture. Organic agriculture production is usually recognized as the main driver of sustainable economic development especially in rural areas since it adheres to the principles of sustainability and sustainable marketing. The benefits of agricultural organic products, their appearance, taste and processing, sustainable marketing techniques, the development of organic agricultural businesses, the lack of genetically modified organisms and consumer purchasing decisions such as the cost of sustainable products are all the primary focus of this study. Moreover, it helps Asian farmers, producers and consumers understand how effective marketing can be for agricultural businesses. Researchers, entrepreneurs, students and consumers benefit as well. The data gathered through the use of an appropriate sampling strategy resulted in 279 responses. The programme known as SmartPLS 4 was used to carry out the analysis of this data. Upon further investigation, it was discovered that each of the eight assumptions about the total impact dimensions was supported. It was determined that only two of the hypotheses were not significant: "The growth of organic agricultural businesses may be affected by sustainable marketing strategies" and "Sustainable marketing strategy mediates purchasing decisions towards organic agricultural business development." The development of organic agricultural businesses is influenced by the views and decisions of consumers on their purchases based on the findings. A similar study using a longitudinal research approach may be conducted by future researchers to verify the findings revealed.

SUSTAINING THE MALAYSIAN MONARCHY’S HERITAGE: HOW SHOULD IT BE POSITIONED TO INTERNATIONAL TOURISTS?

Tourism industry relies heavily on good marketing strategy, which becomes imperative for destination marketers to focus on when building long-term consumer engagement, loyalty, and relationships by adopting a sustainable marketing strategy and ultimately safeguard heritage sustainability. This study selects the Malaysian monarchy’s heritage as the research subject and positions strategy as a method to segment and profile international tourists to the said heritage. Respondents were surveyed in July and August 2022, at a museum in Malaysia. Using the Ward method, the clustering analysis identified three clusters, i.e., ‘the royal enthusiast’, ‘the apathetic tourists’, and ‘the inclined royalist’. The main benefits sought by respondents were ‘accessibility’, ‘quality of facilities’, and ‘an increase of knowledge’. Respondents viewed that there should be a focus on ‘representation of the monarchy’s heritage to the Malaysian people and identity’, highlighting that it is ‘a country with nine royal states’, and is therefore unique. Since positioning is about the intention to highlight strengths and distinctiveness in the marketplace, the Malaysian monarchy’s heritage should therefore be positioned in the minds of international tourists as ‘a rich heritage destination with nine royal states’, which is uniquely Malaysia. The clustering of tourists may enhance the consumption intention and achieve continuous sustainable strategic orientation in preserving the Malaysian monarchy’s heritage.

Peran Marketing Terhadap Omset Penjualan UMKM

This research explores the important role of marketing in increasing the sales turnover of Micro, Small and Medium Enterprises (UMKM) in Indonesia. The article outlines effective marketing strategies, including the implementation of digital marketing, branding, the right pricing strategy, and the role of promotions in attracting customers. Through a literature study, it is found that the implementation of the right marketing strategies can significantly increase the visibility of UMKM and optimise their sales performance. The results show that UMKM that adopt digital marketing can experience an increase in turnover of up to 50%. This research highlights the importance of government support and collaborative efforts to improve UMKM access to marketing training and information. It is hoped that this article provides useful insights for UMKM players and relevant stakeholders to develop more effective and sustainable marketing strategies.

Consumer Segmentation and Market Analysis for Sustainable Marketing Strategy of Electric Vehicles in the Philippines

Despite the steady rise of electric vehicles (EVs) in other countries, the Philippines has yet to capitalize on its proliferation due to several mixed concerns. Status, socio-demographic characteristics, and availability have been the main concerns with purchasing EVs in the country. Consumer segmentation and analysis for EV acceptance and utility in the Philippines were determined in this study due to the need for understanding consumer preferences and market segmentation towards EVs in the Philippines. A total of 311 valid responses coming from EV owners were collected through purposive and snowball sampling approaches. The data were collected via face-to-face distribution and online distribution of a questionnaire covering demographic characteristics for market segmentation. Demographic data such as gender, age, residence type, car ownership, and income were used to identify consumer segments using the K-means clustering approach. Jupyter Notebook v7.1.3 was used for the overall analysis, and the number of clusters was optimized, ensuring precise segmentation. The results indicated a strong correlation between car ownership and the ability to purchase EVs, where K-means clustering effectively identified consumer groups. The groupings also included “Not Capable at All” to “Highly Capable” individuals based on their likelihood to purchase EVs. Based on the results, the core-value customers of EVs are male, older than 55 years old, live in urban areas, own a vehicle and car insurance, and have a monthly income of more than PHP 130,000. Following those are high-value customers, considered target users expected to use EVs frequently. It could be posited that customers are frequent purchasers of products and services. Based on the results, high-value customers are male, aged 36–45 years old, live in urban areas, own a car, have car insurance, and have a monthly income of PHP 100,001–130,000. Both of these should be highly considered by EV industries, as these characteristics would be the driving market of EVs in the Philippines. The constructed segmentation provided valuable insights for the EV industry, academic institutions, and policymakers, offering a foundation for targeted marketing strategies and promoting EV adoption in the Philippines. Moreover, the sustainable marketing strategies developed could be adopted and extended among other developing countries wanting to adopt EVs for utility. Future works are also suggested based on the study limitations for researchers to consider as study extensions, such as a holistic approach to EV adoption that considers environmental, social, and economic factors, as well as policies and promotion development.

Marketing mix analysis of JOSS organic rice based on consumer acceptance

Abstract The Special Region of Yogyakarta has the potential to develop organic rice, both from organic rice production and the organic rice market. JOSS Organic Rice is a superior organic rice product in the Special Region of Yogyakarta because it is a pilot project in the Kulon Progo Regency Government program. This research aims to analyze consumer preferences and marketing strategies based on the marketing mix for JOSS (Jatisarono Organik Sehat Sejahtera) Organic Rice market in Yogyakarta. Consumer preferences refer to people or groups’ personal likes, desires, and tendencies when they choose between various goods, services, or experiences. Marketing mix consists of four attributes, there are attributes product, price, place and promotion. Marketing mix analysis is carried out using descriptive analysis, using a combination of primary and secondary data analysis methods to identify factors that influence the analysis of each variable in the marketing mix. Primary data was obtained through direct surveys of consumers, while secondary data was obtained from previous research, regional statistical data and company data. The result of research shows that consumer preferences for JOSS organic rice are still dominant in product attributes and affordable price attributes. Based on marketing mix analysis, it shows that organic rice consumers in the DIY region prefer product attributes that have a bright white bright white color with total 36 consumers (76.6%) and rice which has a high level of rice integrity with total 44 consumers (93.6%). Place attributes of rice are easy to get in shops and supermarkets. Affordable price attributes and many price choices according to packaging weight. Organic rice is placed at the introductory stage in the product life cycle. It is hoped that the results of this research will provide important insights for JOSS Organic Rice producers and other organic rice business actors to pay more attention to the current condition of their products so they can implement more effective and sustainable marketing strategies to support growth. organic rice industry in the Special Region of Yogyakarta.

ANALYSIS OF GENERATION Z'S SOCIAL MEDIA MARKETING ACTIVITIES RELATIONS ON BRAND EQUITY: CONTEXT ON FASHION PRODUCTS

The fashion industry in Indonesia continues to proliferate, driven by stable economic growth and increasingly dynamic changes in people's consumption patterns. As future consumers, generation Z has unique preferences, behaviors and expectations regarding interactions with fashion brands and products. In this context, it is essential to understand how social media marketing activities, brand experience, and brand trust influence the brand equity of fashion products in Indonesia, especially in the context of Generation Z. The main objective of the research is to analyze the influence of social media marketing activities, brand experience, and brand trust on brand equity. The sample in this study consisted of 160 Generation Z respondents in Indonesia who were determined using a convenience sampling approach. Data collection uses a questionnaire instrument, which is then distributed online. Data analysis uses the SPSS application by displaying data processing results through testing research instruments with validity and reliability tests, multiple regression analysis, coefficient of determination and hypothesis testing. Based on the results of data analysis, it is stated that social media marketing activities, brand experience, and brand trust have a positive and significant effect on brand equity. In the context of theoretical implications, this research contributes to developing more relevant and comprehensive marketing theories that can better explain Generation Z consumer behavior. Practically, this research will provide valuable guidance for fashion brands in developing more effective and sustainable marketing strategies to reach Generation Z in Indonesia.

Analisis Rantai Pasok Budidaya Ikan Lele Pada UMKM Easy Farm Indonesia

Indonesia's significant potential in the fisheries sector, particularly in catfish aquaculture, offers substantial opportunities for economic development and business growth. This study analyzes the catfish supply chain from Easy Farm in Bekasi, West Java, to end consumers through middlemen and restaurants. Two supply streams are examined to evaluate efficiency, identify potential improvements, and provide strategic recommendations for supply chain management. Analytical methods include performance measurement, barrier identification, and evaluation of potential efficiency enhancements. Findings indicate that collaboration with middlemen and restaurants can expand market reach but also pose challenges related to supply quality and sustainability. Recommendations include investment in infrastructure and technology, increased collaboration with supply chain partners, and the development of sustainable marketing strategies.

The Relationship Between Environmentally Friendly Product Innovation, Sustainable Marketing Strategy, and Customer Satisfaction to Financial Performance in the Sustainable Fashion Industry in Indonesia

This research investigates the interplay between eco-friendly product innovation, sustainable marketing strategy, customer satisfaction, and financial performance in the sustainable fashion industry of Indonesia. A quantitative approach using structural equation modeling (SEM) with partial least squares (PLS) analysis was employed to analyze data collected from consumers and key stakeholders in the Indonesian fashion market. The findings reveal significant positive relationships between eco-friendly product innovation, sustainable marketing strategy, customer satisfaction, and financial performance. Specifically, eco-friendly product innovation and sustainable marketing strategy were found to positively influence customer satisfaction and financial performance, highlighting the importance of integrating sustainability principles into product development and marketing strategies. Additionally, customer satisfaction emerged as a critical driver of financial performance, underscoring the importance of delivering value and positive experiences to consumers in the sustainable fashion sector. These findings have important implications for fashion businesses, policymakers, and other stakeholders seeking to promote sustainability and economic growth in the Indonesian fashion industry.

The Significance and Implementation Methods of Sustainable Marketing: A Case Study of Procter & Gamble

The necessity of protecting the environment is clear due to the escalating worldwide environmental problems and the growing environmental consciousness among consumers, making it a vital topic of discussion for humanity. Businesses should strive to achieve maximum economic benefits while also taking into account environmental considerations to ensure a sustainable and optimal solution that benefits both the economy and the environment. Sustainable marketing has evolved as a new concept to assist firms in their operations. This paper examines the importance and strategies for sustainable marketing through methods of literature analysis and case study, such as Procter & Gamble. This study concludes that sustainable marketing benefits organizations by improving their brand image, increasing consumer loyalty, and steering their development towards more ecologically responsible practices. Sustainable marketing has problems such as significant expenditure and uncertain returns on benefits. Thus, organizations should assess themselves before developing precise sustainable marketing strategy. The primary contribution of sustainable marketing is to enhance firm economic benefits while also significantly contributing to environmental conservation.