STRATEGI BISNIS BAURAN PEMASARAN BERWAWASKAN PEMASARAN HIJAU
Abstract
Pemasaran hijau menjadi salah satu strategi yang dapat membantu meningkatkan reputasi dan nilai tambah terhadap bisnis perusahaan. Tujuan dari pemasaran hijau adalah memasukkan masalah lingkungan dalam upaya pemasaran. Idenya adalah pemasar memberikan informasi yang lebih baik kepada konsumen tentang properti hijau dari produk yang ditawarkan dan kemudian mereka akan memasukkan informasi ini dalam keputusan pembelian mereka. Hal ini akan mendorong perusahaan untuk menghasilkan produk yang lebih baik dari sudut pandang lingkungan. Akibatnya, perusahaan telah melaksanakan berbagai strategi pemasaran hijau untuk memenuhi permintaan pelanggan yang berwawasan lingkungan karena mereka sangat sadar akan apa yang mereka konsumsi. Untuk alasan ini, mereka menuntut produk yang ramah lingkungan dan organisasi terikat untuk memenuhi persyaratan untuk kelangsungan bisnis mereka di pasar yang kompetitif saat ini. Perusahaan yang menggunakan strategi hijau ekstrim sepenuhnya memasukkan masalah lingkungan dan tanggung jawab ke dalam strategi bisnis mereka dan menangani masalah yang terkait dengan bauran pemasaran untuk lingkungan. Penghijauan strategis di satu area mungkin atau mungkin tidak dimanfaatkan secara efektif di area lain. Jadi, organisasi harus memastikan bahwa aktivitas pemasaran hijau diasimilasi secara holistik, terutama jika digunakan dalam aktivitas promosi.
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Rivera-Camino, J. (2007). Re-evaluating green marketing strategy: A stakeholder perspective. European Journal of Marketing. 41(11/12):1328-1358.
Robinot, E. and Giannelloni, J. (2010). Do hotels' “green” attributes contribute to customer satisfaction?, Journal of Services Marketing, 24 (2). pp. 157-169.
Saha, M., Darnton, G. (2005). Green Companies or Green Con‐panies: Are Companies Really Green, or Are They Pretending to Be? Business and Society Review. 110(2). pp:117 – 157.
Sharma, A., & Iyer, G.R. (2012). Resource-constrained product development: Implications for green marketing and green supply chains. Industrial Marketing Management, 41(4), 599-608.
Schorsch, J. (1990) Are Corporations Playing Clean with Green? Business and Socie~ Review, Autumn, pp. 6-9.
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Smith, K. (1990) "How Green is My Valium? (Are Chemicals Kindly or Killers?)" University Collage of Swansea.
Tsai, S-B., Xue, Y-Z., Huang, P-Y. (2014) Establishing A Criteria System for Green Production. Journal of Engineering Manufacture.
The Economist (1990a) Cleaning Up. 8 September, pp. 2-26.
Welford, R. 2000. Hijacking environmentalism. London: Earthscan.
Yusuf, A. M. (2016). Metode Penelitian Kuantitatif, Kualitatif & Penelitian Gabungan. Prenada Media.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Blumberg, A. (1990) Environmental Management gets a High Profile at MNCs. Business International, Vol. 37, No. 24, pp. 193-198.
Blumenfeld, K. and Gilbert, J. (1990) The Green Consumer. Arthur D. Little Center for Environmental Assurance, Cambridge, MA.
Bohlen, G.M., Diamantopoulos, A. and Schlegelmilch, B.B. (1993), Consumer Perceptions of the Environmental Impact of an Industrial Service, Marketing Intelligence & Planning, Vol. 11 No. 1, pp. 37-48.
Chen, Y-S. (2008). The Positive Effect of Green Intellectual Capital on Competitive Advantages of Firms. 77(3):271-286.
Chen, T.B., Chai, L.T. (2010). Attitude towards the environment and green products: Consumers’ perspective. Management science and engineering, 4 (2). pp. 27-39.
Delmas, A.M., Toffel, M.W., (2008). Organizational Responses to Environmental Demands: Opening the Black Box. Strategic Management Journal. 29. pp: 1027–1055.
D'Souza, C., Taghian, M. and Lamb, P. (2006), "An empirical study on the influence of environmental labels on consumers", Corporate Communications: An International Journal, Vol. 11 No. 2, pp. 162-173.
Evans, R. (1990) The Earth's New Friends? International Management, August, pp. 26-31.
Grosbois, D.D. (2012). Corporate social responsibility reporting by the global hotel industry: commitment, initiatives and performance. International Journal Hospitality Management. 31 (3) , pp. 896-905.
Ginsberg, J.M., Bloom Paul. (2004). Choosing the Right Green Marketing Strategy. Sloan Management Review 46(1).
Goldstein, N. J., Robert B.C., Vladas, G. (2008). Norms to Motivate Environmental Conservation in Hotels. Journal of Consumer Research, 35 (3), 472–82.
Ghahremani, Y. (1990) European firms expanding environmental management. Business International, Vol. 37, No. 40, pp. 333-338.
Gurău, C. and Ranchhod, A. (2005), "International green marketing: A comparative study of British and Romanian firms", International Marketing Review, Vol. 22 No. 5, pp. 547-561.
Han, H., Kim, Y. (2010). An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior. International Journal of Hospitality Management. 29(4) : 659-668.
Havemann, J. (1992) Recycling Law Ignites Trade-barrier Debate. Los Angeles Times,.Jauhari, J. (2010). Upaya Pengembangan Usaha Kecil Dan Menengah (UKM) dengan Memanfaatkan E-Commerce. Jurnal Sistem Informasi, 2(1), 1-12.
Johri, L.M. and Sahasakmontri, K. (1998). Green Marketing of Cosmetics and Toiletries in Thailand, Journal of Consumer Marketing, Vol.15, No.3, pp.265-281.
Kang, K.H., Stein, L., Heo, C.Y. (2012). Consumers’ willingness to pay for green initiatives of the hotel industry. International Journal of Hospitality Management. 31. (2).
Kangun, Norman, Les Carlson and Stephen J. Grove (1991), Environmental Advertising Claims: A Preliminary Investigation, Journal of Public Policy and Marketing, 10 (Fall), 47-58.
Kuo, B., Dick, G. (2010). The greening of organisational IT: what makes a difference? 16(2). pp:81-92.
Lampe, M., Gazda, G.M. (1995). Green marketing in Europe and the United States: An evolving business and society interface. International Business Review. Volume 4, Issue 3, Pages 295-312.
Lee, K. (2008). Opportunities for green marketing: young consumers. Marketing Intelligence & Planning, Vol. 26 No. 6, pp. 573-586.
Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. Journal of consumer marketing, 26 (2). pp. 87-96.
Lee, J., Chambers, E., Chambers, D.H., Chun, S.S., Oupadissakoon, C., Johnson, D.E. (2010). Consumer Acceptance for Green Tea By Consumers in the United States, Korea and Thailand. Journal of Sensory Studies. 25(1). pp: 109-132.
Lublin, J. (1991) "Green Executives" Find their Mission isn't a Natural Part of Corporate Climate. Wall Street Journal, 5 March, p. B1.
McIntosh, A. (1990). The Impact of Environmental Issues on Marketing and Politics in the 1990s." Journal of the Marketing Research Society 33 (3): 205- 217.
Manaktola, K. and Jauhari, V. (2007). Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management, 19 (5), pp. 364-377.
Menon, A., & Menon, A. (1997). Enviropreneurial marketing strategy: the emergence of corporate environmentalism as market strategy. Journal of Marketing, 61, pp:51-67.
Moloeng, L. J. (2007). Metodologi Penelitian Kualitatif. Bandung: PT. Remaja Rosdakarya.
Moisander, J. (2007). Motivational Complexity of Green Consumerism. International IJC . 31(4) pp:404-409.
Peattie, K. (1995). Environmental marketing management, London: Pitman Publishing
Peattie, K. and Crane, A. (2005), "Green marketing: legend, myth, farce or prophesy?", Qualitative Market Research, Vol. 8 No. 4, pp. 357-370. https://doi.org/10.1108.
Polonsky, M.J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), pp: 1-10.
Polonsky, M.J., & Rosenberger, P.J. (2001). Reevaluating green marketing: a strategic approach. Business Horizons, 44(5), 21-30.
Porter, M.E. (1991) America’s Green Strategy. Scientific American. 264, 168
Pride, W. M., and Ferrell, O. C. (2008). Marketing, 14th edition. New York: HoughtonMifflin. See especially chapter 4.
Reitman, V. (1992) "Green" Product Sales Seem to be Wilting. Wall Street Journal, 18 May,
p. B1
Rex, E., Baumann, H. (2007). Beyond Ecolabels: What Green Marketing Can Learn from Conventional Marketing. Journal of Cleaner Production. 15 ( 6). pp: 567-576.
Rivera-Camino, J. (2007). Re-evaluating green marketing strategy: A stakeholder perspective. European Journal of Marketing. 41(11/12):1328-1358.
Robinot, E. and Giannelloni, J. (2010). Do hotels' “green” attributes contribute to customer satisfaction?, Journal of Services Marketing, 24 (2). pp. 157-169.
Saha, M., Darnton, G. (2005). Green Companies or Green Con‐panies: Are Companies Really Green, or Are They Pretending to Be? Business and Society Review. 110(2). pp:117 – 157.
Sharma, A., & Iyer, G.R. (2012). Resource-constrained product development: Implications for green marketing and green supply chains. Industrial Marketing Management, 41(4), 599-608.
Schorsch, J. (1990) Are Corporations Playing Clean with Green? Business and Socie~ Review, Autumn, pp. 6-9.
Shearer, Jeffery W. 1990. "Business and the New Environmental Imperative." Business Quarterly 54 (3): 48-52.
Sheets, K. (1990) Business's Green Revolution. US News and World Report, 19 February, pp.: 45-48.
Sheth, J. N., Sethia, N., Srinivas, S. (2011). Mindful Consumption: A Customer-Centric Approach to Sustainability. Journal of the Academy of Marketing Science. 39(1). Pp :21-39.
Smith, K. (1990) "How Green is My Valium? (Are Chemicals Kindly or Killers?)" University Collage of Swansea.
Tsai, S-B., Xue, Y-Z., Huang, P-Y. (2014) Establishing A Criteria System for Green Production. Journal of Engineering Manufacture.
The Economist (1990a) Cleaning Up. 8 September, pp. 2-26.
Welford, R. 2000. Hijacking environmentalism. London: Earthscan.
Yusuf, A. M. (2016). Metode Penelitian Kuantitatif, Kualitatif & Penelitian Gabungan. Prenada Media.
Zulkarnaen, W., Amin, N. N. (2018). Pengaruh Strategi Penetapan Harga Terhadap Kepuasan Konsumen. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 2(1), 106-128.
Published
2019-04-12
How to Cite
Ardani, W. (2019). STRATEGI BISNIS BAURAN PEMASARAN BERWAWASKAN PEMASARAN HIJAU. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 3(1), 289-301. https://doi.org/10.31955/mea.v3i1.901
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