Identification of Green Marketing Strategies: Perspective of a Developing Country

AGUSTINI, MARIA YOSEPHINE DWI HAYU and SUCIARTO, ATHANASIUS SENTOT and RETNAWATI, BERTA BEKTI (2019) Identification of Green Marketing Strategies: Perspective of a Developing Country. INNOVATIVE MARKETING, 15 (4). pp. 42-56. ISSN 18166326

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Green marketing is becoming trend and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy and this happens in particularly developing countries. As a result, how green marketing strategy of companies in developing countries are not yet fully recognized. To contribute to recognizing this, the study was intended to explore marketing practices of the selected companies in Indonesia. The study was a case study on three selected companies producing herbal medicative drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: produce green product, to some extent conduct green practices, and market the products abroad. In-depth interview to the owner or in-charged manager of each company was to obtain the data about their marketing practices. The data was then classified into four Ps of marketing mix and interrelationship concepts generated from the data was systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantages by differentiating its product based on the green properties of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited in number.

Item Type: Article
Subjects: 600 Technology (Applied sciences) > 650 Management > 658 Management > Marketing Management
Divisions: Journal Publication
Depositing User: Ms Dwi Hayu Agustini
Date Deposited: 15 Sep 2020 08:11
Last Modified: 15 Sep 2020 08:11

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