ECO-INNOVATIVE STRATEGIES: ENHANCING ENVIRONMENTAL AWARENESS AND SHAPING CONSUMER PREFERENCES THROUGH GREEN MARKETING

Prasetyo  Nurhidayat; Sonia Melati Indah; Ayu Vebiola; Sandri Atmanegara; Ana Nurhasanah; Ade Octavia

doi:10.22437/jbsmr.v7i1.29117

Authors

Prasetyo Nurhidayat Universitas Jambi
Sonia Melati Indah Universitas Jambi
Ayu Vebiola Universitas Jambi
Sandri Atmanegara Universitas Jambi
Ana Nurhasanah Universitas Jambi
Ade Octavia Universitas Jambi

DOI:

https://doi.org/10.22437/jbsmr.v7i1.29117

Keywords:

Green Marketing, Environmental Awareness, Consumer Preference

Abstract

This study delves into the burgeoning field of green marketing and its pivotal role in shaping environmental awareness and influencing consumer preferences. Positioned within the realm of marketing management, this research sets the groundwork for developing hypotheses about the dynamics between green marketing and various dependent variables, aiming to guide future empirical investigations. Employing a qualitative descriptive approach, this research synthesizes insights from an extensive review of academic literature, utilizing resources such as Crossref, Google Scholar, and other esteemed academic platforms. The findings underscore two primary impacts of green marketing: (1) a significant influence on consumer environmental consciousness, and (2) a notable effect on consumer preferences. Beyond these key areas, the study identifies additional factors interplaying with green marketing. These include competitive advantage, environmental sustainability, brand image, Eco Labelling, and Eco Branding. These insights contribute to a more nuanced understanding of green marketing's multifaceted influence and highlight potential avenues for further research in the field.

Downloads

Download data is not yet available.

References

Ali, H., Octavia, A., & Sriayudha, Y. (2022). Green Purchasing Behavior: Preferences, Attitudes and Social Values. DIJBM Dinasti Internasional Journal of Digital Business Management, 3(5), 848â€“858.

Ansu-Mensah, P. (2021). Green Product Awareness Effect on Green Purchase Intentions of University Studentsâ€™: an Emerging Marketâ€™s Perspective. Future Business Journal, 7(1), 1â€“13.

Ariani, M., & Rahmidani, R. (2020). Pengaruh Green Marketing dan Consumer Knowledge Terhadap Brand Image Produk Tupperware. 3(4), 572â€“583.

Azmiyati, U., & Jannah, W. (2021). Pengelolaan Sampah Rumah Tangga Anorganik. Indonesia Journal Of Engineering, 1(2), 95â€“104.

Bahri, B. (2022). Dampak Green Product dan Green Marketing terhadap Keunggulan Bersaing Kelompok UPPKS â€œKalipakem Baruâ€: Dimediasi Etika Lingkungan Bisnis. Jurnal Kewirausahaan Dan Bisnis, 27(1), 1â€“12.

Damastuti, R., Setyowati, N., & Khomah, I. (2021). Pengaruh Green Marketing dan Pengetahuan Terhadap Keputusan Pembelian Kopi Starbucks di Pulau Jawa. EKONOMIKA, 16(2), 362â€“374.

Dewi, W. W. A., & Syauki, W. R. (2023). Green Awareness of Female Consumers Towards Sustainable Products in Indonesia. Jurnal Pengelolaan Sumberdaya Alam Dan Lingkungan (Journal of Natural Resources and Environmental Management), 13(1), 129â€“139.

Dheenadhayalan, A., Gill, M. S., Kaur, K., Viji, T. S., Mohideen, A. S., & Lakshmi, M. R. (2023). Green Marketing: A Study of Consumer Perception and Preferences in India. Journal of Survey in Fisheries Sciences, 10(3), 2023.

Dianti, N. R., & Paramita, E. L. (2021). Green Product dan Keputusan Pembelian Konsumen Muda. Jurnal Samudra Ekonomi Dan Bisnis, 12(1), 130â€“142.

Genoveva, G., & Berliana, W. (2021). Pengaruh Green Marketing Mix terhadap Brand Image Produk Tupperware. Journal of Management and Business Review, 18(1), 60â€“76.

Hendryadi, H., Tricahyadinata, I., & Zannati, R. (2019). Metode Penelitian: Pedoman Penelitian Bisnis dan Akademik. Lembaga Pengembangan Manajemen dan Publikasi Imperium (LPMP Imperium).

Hognestad, H. K., Giulianotti, R., Thorpe, H., Langseth, T., & Gils, B. (2022). Editorial: Environmental Sustainability in Sports, Physical Activity and Education, and Outdoor Life. Frontiers in Sports and Active Living, 4, 1â€“3.

Iqbal, A., Syeda, D., Kazmi, Q., Anwar, A., Ramish, M. S., & Salam, A. (2023). Impact Of Green Marketing on Green Purchase Intention and Green Consumption Behavior: The Moderating Role of Green Concern. Journal of Positive School Psychology, 2023(2), 975â€“993.

Isharyadi, F., Ayuningtyas, U., Kiemas, R. A., Aditiyawan, Ulfah, F., Purnamasari, B. D., & Pratiwi, A. I. (2022). Analysis of Eco-Label Certification Implementation on Eco-Friendly Products in Indonesia. IOP Conference Series: Earth and Environmental Science, 1108(1).

Istiqomah, N., Saidah, Z., Rachmawati, E., & Pardian, P. (2022). Analisis Pengetahuan Konsumen tentang Green Marketing pada Produk Kopi Work Coffee Indonesia. Jurnal AGRINIKA, 6(2), 176â€“190.

Jonathan, J. (2023). Business Plan dan Green Marketing: Implikasi Pembelian Konsumen dan Keberlanjutan Lingkungan.

Karlina, G., & Setyorini, R. (2018). Pengaruh Green Marketing terhadap Keputusan Pembelian dengan Brand Image sebagai Mediator. Management & Accounting , 1(2), 56â€“65.

Krisdayanti, K., & Widodo, A. (2022). Green marketing and Purchase Intention of Green Product: The Role of Environmental Awareness. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 5(2), 205â€“216.

Kurniawan, R., & Iriani, F. (2023). Pengaruh Green Marketing Terhadap Minat Beli Konsumen: Systematic literature reviews. AL MIKRAJ Jurnal Studi Islam Dan Humaniora, 4(1), 304â€“315.

LouÄanovÃ¡, E., Å upÃn, M., ÄŒorejovÃ¡, T., RepkovÃ¡â€Å¡tofkovÃ¡, K., Å upÃnovÃ¡, M., Å tofkovÃ¡, Z., & OlÅ¡iakovÃ¡, M. (2021). Sustainability and Branding: An Integrated Perspective of Ecoâ€Innovation and Brand. Sustainability (Switzerland), 13(2), 1â€“10.

Meis-Harris, J., Klemm, C., Kaufman, S., Curtis, J., Borg, K., & Bragge, P. (2021). What is the Role of Eco-Labels for a Circular Economy? A Rapid Review of the Literature. Journal of Cleaner Production, 2021, 2â€“15.

Melisa, M. (2023). Analisis Pengaruh Green Marketing dan Brand Image terhadap Loyalitas Konsumen. Business Management Journal, 19(1), 33.

Moleong, L. J. (2017). Metode Penelitian Kualitatif. PT. Remaja Rosdakarya.

Musa, A., Erida, E., & Nifita, A. T. (2019). Preferensi Konsumen dalam Berbelanja pada Online Shop. Jurnal Dinamika Manajemen, 7(1), 153â€“162.

Najib, M. N., & Damayanti, R. (2020). Keunggulan Bersaing Ditinjau dari Green Marketing, Sikap Konsumen dan Kualitas Produk (Studi pada Indomilk Surakarta). Edunomika, 04(02).

Paul, D., Malik, S., Mishra, D. K., & Teotia, A. (2023). A Study on Effectiveness of Ecolabels in the Fast-Moving Consumer Goods Sector. IOP Conference Series: Earth and Environmental Science, 1161(1), 1â€“13.

Prameswari, A. S., & Hariasih, M. (2023). Green Marketing and Brand Image Affect the Purchase Decision of Generation Z on Green Products [Green Marketing dan Brand Image Mempengaruhi Keputusan Pembelian Generasi Z pada Produk Ramah Lingkungan].

Puspasari, L. (2021). Pengaruh Environmental Awareness, Green Product Features, Green Product Price, Green Product Promotion terhadap Keputusan Pembelian Konsumen The Body Shop di DKI Jakarta. Journal of Economics and Business UBS, 11(2), 98â€“109.

Puspitasari, C. A., Yuliati, L. N., & Afendi, F. (2021). Pengaruh Green Marketing, Kesadaran Lingkungan dan Kesehatah terhadap Keputusan Pembelian Produk Pangan Organik melalui Sikap. Jurnal Aplikasi Bisnis Dan Manajemen, 7(3), 713â€“722.

Ramachandran, S., & Rabiyathul Basariya, S. (2020). Consumersâ€™ Preference and Their Buying Choice. NOVYI MIR Research Journal, 77â€“88.

Reddy, K. P., Chandu, V., Srilakshmi, S., Thagaram, E., Sahyaja, C., & Osei, B. (2023). Consumers Perception on Green Marketing Towards Eco-Friendly Fast Moving Consumer Goods. International Journal of Engineering Business Management, 15, 1â€“14.

Rizqiyana, I. (2020). Management Analysis Journal The Influence of Eco-Brand, Eco-Labelling and Environmental Advertisement on Consumer Purchasing Behavior through Brand Image Article Information. Management Analysis Journal, 9(2), 211â€“220.

Romadoni, N. E., Rachmadi, H., & Setiaji, Y. (2022). Faktor-Faktor yang Memepengaruhi Keputusan Menggunakan Jasa Angkutan Bus Pariwisata pada Masa Pandemi. Media Wisata, 20(2).

Sharma, N. K., & Kushwaha, G. S. (2019). Eco-Labels: A Tool for Green Marketing or Just a Blind Mirror for Consumers. Electronic Green Journal, 1(42).

Å katariÄ‡, G., VlahoviÄ‡, B., UÅ¾ar, D., Spalevic, V., & NoviÄ‡eviÄ‡, R. (2021). The Influence of Green Marketing on Consumer Environmental Awareness. Agriculture and Forestry, 67(2), 21â€“36.

Sukma P, F. R., Susanto, S., & Hatmanti H, L. T. (2021). Pengaruh Green Marketing, Inovasi Produk, dan Brand Image terhadap Minat Beli. Jurnal Ilmiah Manajemen Kesatuan, 9(1), 33â€“42.

Willyana, M., Wijaya, E., & Tavip Junaedi, A. (2023). Impact of Green Marketing and Environmental Awareness on Purchase Decision of Aqua Mineral Water. LUCRUM: Jurnal Bisnis Terapan, 45(1), 45â€“54.

World Bank. (2021). More Growth, Less Garbage (Vol. 1).

https://databoks.katadata.co.id/datapublish/2022/11/12/10-negara-penyumbang sampah-plastik-terbanyak-ke-laut-ri-peringkat-berapa

https://databoks.katadata.co.id/datapublish/2023/06/26/10-negara-penghasil- sampah-terbesar-di-dunia-ada-indonesia