“Green Marketing”An Analysis of Strategy Approach, Challenges, and Opportunities for Business  (Study Literature Review)

Helena Louise Panggabean; Sutrisno; Josua Panatap Soehaditama; Wenny Desty Febrian; Lira Agusinta; Ryan Firdiansyah Suryawan

doi:10.55927/fjmr.v2i4.3947

Authors

Helena Louise Panggabean Universitas Mohammad Husni Thamrin, Jakarta
Sutrisno Universitas PGRI Semarang, Jawa Tengah
Josua Panatap Soehaditama Institut Keuangan Perbankan dan Informatika Asia Perbanas, Jakarta
Wenny Desty Febrian Universitas Dian Nusantara, Jakarta
Lira Agusinta Institut Transportasi dan Logsitik Trisakti, Jakarta
Ryan Firdiansyah Suryawan Sekolah Tinggi Penerbangan Aviasi, Jakarta

DOI:

https://doi.org/10.55927/fjmr.v2i4.3947

Keywords:

Green Marketing, Strategy, Challenges, Opportunities, Business

Abstract

The purpose of this article is to provide literature for a comprehensive understanding of eco-friendly and sustainable marketing in addition to the questions at hand. This qualitative study used a mini-review approach to achieve our research objectives. The green marketing mini-evaluation was done by reading and analyzing dozens of peer-reviewed journal articles. The first table contains information about the title of the article, author, publisher and year of publication The results of this study with proof and true corroboration that the concept of green marketing has been used in various business organizations with various gaps and phenomena.

Downloads

Download data is not yet available.

References

Al-Majali, M. M., & Tarabieh, S. M. Z. A. (2020). Effect of internal green marketing mix elements on customers’ satisfaction in Jordan: Mu’tah University students. Jordan Journal of Business Administration, 16(2), 411–434. https://doi.org/10.35516/0338-016-002-004

Amoako, G. K., Dzogbenuku, R. K., Doe, J., & Adjaison, G. K. (2022). Green marketing and the SDGs: emerging market perspective. Marketing Intelligence and Planning, 40(3), 310–327. https://doi.org/10.1108/MIP-11-2018-0543

Arli, D., & Tjiptono, F. (2017). God and green: Investigating the impact of religiousness on green marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 22(3), 1–11. https://doi.org/10.1002/nvsm.1578

Basalamah, J., Said, S., Gani, A. A., Ratnasari Taufan, R., & Syahnur, H. (2020). Green Marketing Practice In Purchasing Decision Home Care Product. Article in International Journal of Scientific & Technology Research, 9(June), 893–896.

Chung, K. C. (2020). Green marketing orientation: achieving sustainable development in green hotel management. Journal of Hospitality Marketing and Management, 29(6), 722 738.https://doi.org/10.1080/19368623.2020.1693471

Edeh, M. B. (2020). Green marketing as a marketing tool and consumer purchase behavior. Journal of Global Social Sciences, 1(3), 37–54.

Firdiansyah, R., & Saputra, J. (2021). A Review of Green Marketing Strategy Literature : Mini-Review Approach.

Kayalvizhi, K., & Raghuram, J. N. V. (2020). Green marketing a trending factor in modern world. Journal Of Critical Review, 7(19).

Khan, E. A., Royhan, P., Rahman, M. A., Rahman, M. M., & Mostafa, A. (2020). The impact of enviropreneurial orientation on small firms’ business performance: The mediation of green marketing mix and eco-labeling strategies. Sustainability (Switzerland), 12(1), 0–15. https://doi.org/10.3390/SU12010221

Podvorica, G., & Ukaj, F. (2020). The role of consumers’ behaviour in applying green marketing: An economic analysis of the non-alcoholic beverages industry in Kosova. Wroclaw Review of Law, Administration & Economics, 9(1), 1–25.

Qurniawati, R. S. (2018). Theoritical Review: Teori Pemasaran Hijau. Among Makarti, 10(2).

Safaei, M. (2020). Investigating and Extracting Green Marketing Strategies for Eco-Friendly Packaging in the Food and Pharmaceutical Supply Chain (Case Study of Arian Daru Pharmaceutical Company). SERSC International Journal of Advanced Science and Technology, 29(7s), 2304–2327.

Sanker, C., & Janani, G. (2020). Significances and Challenges of Green Marketing. International Journal of Engineering Research and Technology (IJERT), 8(3), 1–3.

Setyawati, A., Susanto, P. C., & Hartono, H. (2020). Strategi Marketing Airlines Untuk Meningkatkan Penjualan Tiket Pesawat Low Cost Carrier (LCC). Aviasi : Jurnal Ilmiah Kedirgantaraan, 16(2), 41–49. https://doi.org/10.52186/aviasi.v16i2.35

Setyawati, H. A., Suroso, A., Adi, P. H., & Helmy, I. (2020). Linking green marketing strategy, religiosity, and firm performance: Evidence form Indonesian SMEs. Management Science Letters, 10(11), 2617–2624. https://doi.org/10.5267/j.msl.2020.3.031

Shabbir, M. S., Sulaiman, M. A. B. A., Al-Kumaim, N. H., Mahmood, A., & Abbas, M. (2020). Green marketing approaches and their impact on consumer behavior towards the environment—a study from the UAE. Sustainability (Switzerland), 12(21), 1 13. https://doi.org/10.3390/su12218977

Sharma, V., Sonwalkar, J., & Kapse, M. (2013). Consumer purchase behaviour for green products.

Solekah, N. A., Premananto, G., & Hartini, S. (2020). Green Marketing Tools, Religiosity, Environmental Attitude And Green Purchase Behaviour Among Millenials Generation. Management and Economic Journal (MEC-J), 4(3), 233–252. https://doi.org/10.18860/mec-j.v4i3.8203

Song, Y., Qin, Z., & Qin, Z. (2020). Green Marketing to Gen Z Consumers in China: Examining the Mediating Factors of an Eco-Label–Informed Purchase. SAGE Open, 10(4). https://doi.org/10.1177/2158244020963573

Szabo, S., & Webster, J. (2021). Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions. Journal of Business Ethics, 171(4), 719–739. https://doi.org/10.1007/s10551-020-04461-0

Tabavar, A. A., Aramesh, H., Vakili, N., & Vakili, N. (2021). Effects of green marketing strategies on entrepreneurship in medicinal herbs in Sistan and Baluchestan Province. Asia Pacific Journal of Tourism Research, 26(2), 119–131. https://doi.org/10.1080/10941665.2020.1792955

Tanwari, A. (2020). A Study on Assessing the Relationship between Green Marketing and Brand Loyalty in Manufacturing Sector of Greece: A Moderating Role of Green Supply Chain …. Jornal of Business Management and Accounting, 4(1), 44–55.

Ullah, S., & Danish, R. Q. (2020). The Impact of Green Entrepreneurial Orientation on Firm Performance through Green Innovation: The Moderating Role of Strategic Green Marketing Orientation. European Online Journal of Natural and Social Sciences, 9(2), pp-306-317.