YOGYAKARTA - Business strategies are applied according to the challenges and developments of the times. One of them is green marketing as a business strategy in the midst of increasing environmental problems. However, some business people still don't know what green marketing is and its benefits are.
Currently, more and more business or company owners are running green marketing. This marketing strategy is carried out to attract buyers, as well as an effort from businesses to play a role in protecting the environment. The implementation of green marketing is carried out in terms of products, services, to vision and mission.
Green marketing is a fairly sexy marketing method considering that the public is increasingly aware of environmental issues. Consumers prefer environmentally friendly and business products that are committed to overcoming environmental problems. So what is green marketing in business and how to implement it?
Green marketing is a marketing concept that considers environmental aspects in all of its marketing activities. Quoted from The American Marketing Association (AMA), green marketing is product marketing that emphasizes environmental safety more.
In the green marketing marketing strategy, concern for the environment is applied to all company activities ranging from product modifications, production, packaging and distribution, to advertising. Green marketing is applied to stimulate and maintain environmentally friendly consumer behavior.
The implementation of green marketing is actually a natural thing because business strategies need to adapt to the challenges of the times and consumer needs. In an era of increasing environmental problems and climate crises, more and more people are aware of the importance of environmental safety and natural conservation.
Companies or businesses are taking advantage of environmental or natural safety issues to formulate promotion and marketing strategies for their products and services. This strategy is carried out to respond and convince consumer expectations in preventing environmental damage.
Green marketing is carried out to respond and respond to consumer awareness of the importance of preserving nature. The issue of climate crises and environmental problems also affects consumer mindset and behavior in buying products for daily needs.
Currently, more and more consumers or customers have bought and used products that are more environmentally friendly. Therefore, the implementation of green marketing is increasingly run by companies or businesses.
This social phenomenon makes companies compete to implement green branding as added value in their business. Green branding and green marketing aim to increase competitiveness as well as produce eco-friendly or environmentally friendly goods.
The purpose of green marketing refers to the needs, desires, and satisfaction of consumers in their concern for environmental conservation. Departing from this phenomenon, green marketing is a necessity in today's era of business.
The trend of green marketing can be seen from the increasing number of companies selling environmentally friendly products and providing services that contain the value of going green. The concept of green branding is also here to meet consumer needs with steps to minimize the impact of damage to the environment.
There are three fundamental aspects of green marketing, quoted from AMA as follows:
Demikianlah review tentang apa itu green marketing dan penerapannya sebagai strategi pemasaran dalam bisnis atau perusahaan. Koncept green marketing banyak dipedias untuk memenuhi kebutuhan konsumen di era sekarang yang semakin peduli dengan kelesasan lingkungan dan alam. Baca juga apa itu strategi marketing public relations.
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