Analysis of the Impact of Sustainable Marketing Strategic on Consumer Preferences

Yusuf Hamisi

doi:10.55927/ajma.v3i4.11630

Authors

Yusuf Hamisi Department of Management, Petra College of Economics

DOI:

https://doi.org/10.55927/ajma.v3i4.11630

Keywords:

Consumer Preferences, Sustainable Marketing Strategy, Environmentally Friendly Products

Abstract

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.

Downloads

Download data is not yet available.

References

Andika, A., Nadia, A., Najmudin, M., Hasibuan, AB (2023). Green Cosmetics In Indonesia: Unraveling Attitude-Behavior Gap And Gender Moderation. JAM: Jurnal Aplikasi Manajemen, 21(4). http://dx.doi.org/10.21776/ub.jam.2023.021.04.20

Barraco, M. (2024). Characteristics of research on green marketing. Theoretical study. Marketing Science & Inspirations, 19(1), 15–25. https://doi.org/10.46286/msi.2024.19.1.2

Beisenbina, M., Fabregat-Aibar, L., Barbera-Marine, M.G., & Forradellas, M.T.S. (2022). The burgeoning field of sustainable investment: Past, present and future. Sustainable Development, 31(2), 649-667. https://doi.org/10.1002/sd.2422

Blanc, D., & Goyal, A. (2021). Latest edition of the Global Sustainable Investment Review confirms strong growth of ESG assets all over the world. Natixis Corporate and Investment Banking, URL https://gsh.cib.natixis.com/our-center-of-expertise/articles/latest-edition-of-the-global-sustainable-investment-review-confirms-strong-growth -of-esg-assets-all-over-the-world

Burkert, M., Hüttl-Maack, V., Gil, J., & Rahmani, D., (2023) . The Influence of Green Consumption Values on How Consumers Form Overall Sustainability Perceptions of Food Products and Brands. Journal of Sustainable Marketing , 4(1), 44-62, https://doi.org/10.51300/JSM-2023-103

Chauhan, N., & Ranawat, P. (2024). A Study on Consumers' Perception about Sustainable Agriculture Products. International Journal of Scientific Research in Engineering and Management (IJSREM) , 8(5). DOI: 10.55041/IJSREM33383

Khuan, H., Marnoto, M., Tapaningsih, WIDA ., & Purwoko, B. . (2024). Sustainable Marketing Strategies and Their Influence on Consumer Preferences for Eco-Friendly Products in Indonesia: The Mediating Role of Environmental Awareness. International Journal of Business, Law, and Education, 5(1), 1212 - 1220. https://doi.org/10.56442/ijble.v5i1.538

Li, K. (2023). Examining Consumer Attention to Environmental Labels on Food Packaging. Dean and Francis, 1(4). https://doi.org/10.61173/ywfsfb08

Lin, L. (2022). Venture Capital in the Rise of Sustainable Investment. Eur Bus Org Law Rev, 23, 187–216. https://doi.org/10.1007/s40804-021-00238-8

Madiraju, SVH, & Pamula, ASP (2024). A Brief Guide to the 50 Eco-Friendly Materials Transforming Sustainable Construction. Austin Environ Sci, 9(1), 1105.

Mahadeva, R., Ganji, E.N., & Shah, S. (2024). Sustainable Consumer Behaviors through Comparisons of Developed and Developing Nations. International Journal of Environmental Engineering and Development, 2, 106-125. DOI: 10.37394/232033.2024.2.10

Makūnaitė, G., & Kiaušienė, I. (2023). The Impact of Corporate Image on Consumer Engagement in Sustainable Consumption. Vilnius University Proceedings, 37, 62-68. https://doi.org/10.15388/VGISC.2023.9

Mandal, P.C. (2024). Sustainable Marketing and Its Promotion: Concerns, Strategies, and Initiatives. International Journal of Social Ecology and Sustainable Development (IJSESD), 15 (1), 1-14. http://doi.org/10.4018/IJSESD.343788

Nacu, T. (2022). Brands that put the planet first: an analysis on how to be considered the most environmentally sustainable business in Europe. Proceedings of the International Conference on Business Excellence, 16(1), 1188-1197. https://doi.org/10.2478/picbe-2022-0109

Oliva, E.J.D., Sánchez-Torres, J.A., Arroyo-Cañada, FJ., Argila-Irurita, A., Fuente, JG-L., Palacio-López, SM., & Arrubla-Zapata, JP. (2024). Green Buying Behavior: An Integrated Model. Sustainability, 16(11), 4441. https://doi.org/10.3390/su16114441

Pascual, PRL, Niño, MC, Cabrera, APP, Escabal, LQ, Pascual, VU, & Ruiz, JH (2024). Consumer preference in purchasing snack and beverage products made from sweet potato (Ipomoea batatas (L.) Lam.) and cassava (Manihot esculenta Crantz) in Southern Cebu, Philippines. Food Research , 8(2), 257-267. https://doi.org/10.26656/fr.2017.8(2).481

Purnama, YI (2024). Implementation of the triple bottom line concept to improve sustainable marketing performance. Journal of Economics and Business Letters, 4 (2), 40–50. https://doi.org/10.55942/jebl.v4i2.284

Ramanjaneyulu, R., & Khirbat, S. (2022). Conventional to Sustainable Marketing: A Review on Transitional Impediments. Shanlax International Journal of Management, 9(4), 23-29. https://doi.org/10.34293/management.v9i4.4646

Sarmah, P., & Singh, A. P. (2024). The Effectiveness of Sustainable Marketing Practices in Influencing Consumer Behavior and Brand Loyalty. International Journal For Multidisciplinary Research, 6(2). https://doi.org/10.36948/ijfmr.2024.v06i02.14601

Shaikh, M. J. & Hyder, M. (2023). Green Packaging as a Positive Catalyst for Green Environment: Implementation in Emerging Markets around the Globe. Pakistan Journal of Humanities and Social Sciences, 11 (1), 655–669. https://doi.org/10.52131/pjhss.2023.1101.0382

Social impact. (April 30, 2024). Indonesian Consumers Prefer Products from Sustainable Companies. Socialimpact.id, URL https://www.socialimpact.id/news/konsumen-indonesia-lebih-memilih-produk-dari-perusahaan-berkelanjutan

Sudirjo, F., Bunyamin, IA, & Pahrijal, R. (2024). The Influence of Sustainable Marketing Innovation, Corporate Social Responsibility, and Consumer Preferences on Purchasing Decisions in Jakarta. West Science Social and Humanities Studies, 2 (04), 610–620. https://doi.org/10.58812/wsshs.v2i04.835

Sujanska, L., & Nadanyiova, M. (2023). Sustainable Marketing and its Impact on the Image of the Company. Marketing and Management of Innovations, 14 (2), 51-57. https://doi.org/10.21272/mmi.2023.2-06

Unilever. (June 10, 2021). Unilever and Shopee Encourage Consumers to Adopt an Eco-Friendly Lifestyle. Unilever, URL https://www.unilever.co.id/news/press-releases/2021/unilever-dan-shopee-dorong-konsumen-terapkan-gaya-hidup-ramah-lingkungan/

Wibowo, NH (September 2, 2021). Research: Indonesian consumers are increasingly environmentally conscious. Antara News Agency Indonesia, URL https://www.antaranews.com/berita/2368098/riset-konsumen-indonesia-semakin-lebih-sadar-lingkungan