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Studi Efektivitas Strategi Pemasaran Hijau Dalam Menarik Konsumen Pada Produk Ramah Lingkungan

Year: 2024

Type: article

Abstract: This study aims to explore the effectiveness of green marketing strategies in attracting consumers to eco-friendly products. Amid growing environmental awareness, consumers are increasingly choosing products with minimal environmental impact. Green marketing strategies involve incorporating eco-friendly elements into products and marketing processes designed to enhance the sustainability values and corporate social responsibility. This article utilizes a literature review method to analyze various green marketing strategies, such as using recycled materials, eco-friendly packaging, and communication emphasizing ecological benefits. Based on the literature review findings, green marketing has proven effective in increasing consumer interest and fostering brand loyalty. However, challenges in implementation, such as consumer perceptions of the honesty and credibility of green claims, still exist. This study provides insights on how companies can optimize green marketing strategies to expand their consumer base while maintaining their commitment to environmental sustainability

Source: Journal of Economic Bussines and Accounting (COSTING)

DOI: 10.31539/costing.v7i6.12921

Authors: Tirta Mulyadi, Siti Nurhayati, Utami Puji Lestari, Muhammad Asir, Ansir Launtu

Institutions: Politeknik Pariwisata Batam, Universitas Muhammadiyah Kupang, Universitas Sunan Giri, Sekolah Tinggi Ilmu Ekonomi Makassar Bongaya

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: diamond

OpenAlex ID: W4411295774

FWCI: 0.472

Cites:

Cited by: 1

Related to: 10