STRATEGI BISNIS BAURAN PEMASARAN BERWAWASKAN PEMASARAN HIJAU

  • Wayan Ardani Universitas Mahendradatta

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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Published
2019-04-12
How to Cite
Ardani, W. (2019). STRATEGI BISNIS BAURAN PEMASARAN BERWAWASKAN PEMASARAN HIJAU. Jurnal Ilmiah MEA (Manajemen, Ekonomi, & Akuntansi), 3(1), 289-301. https://doi.org/10.31955/mea.vol3.iss1.pp289-301