AGUSTINI, MARIA YOSEPHINE DWI HAYU and FERIJANI, AGATHA (2021) LINKING GREEN MARKETING AND GREEN HUMAN RESOURCE PRACTICES FOR ANALYSING EFFECTIVENESS OF THE CONSUMER-PRODUCT GREEN MARKETING STRATEGY MODEL. Magister Management, Universitas Katolik Soegijapranata. (Unpublished)

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Abstract

The research on green marketing strategy we did in the previous years resulted in a model of green marketing strategy with the perspective of developing countries. Here, the model is called as consumer-product green marketing strategy comprising of four types of strategy indicating the level of greenness of the marketing strategy. The model must be tested in more contexts to increase its explanatory ability that can lead to generalization of the model. Since human resource is an enabler factor toward green practices in the company, the study links greenness of marketing strategy to HRM practices to see if they support the strategy. The test is conducted to medium and large manufacturing companies located in Central Java. Secondary data is used to accommodate the condition of pandemic covid-19 and rely particularly on the internet for the data source. Content analysis is the method to analyze data in which information is presented in tables or charts and effectiveness of the model is measured based on accuracy of the model in describing marketing and HRM practices.

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