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Nengsih, Widya
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Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Health Professions Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Nursing Public Health Social Sciences Other

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Journal : Mamangan Social Science Journal

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Sustainable Marketing Strategy Optimization: Analysis Of The Role Of Green Branding In Improving Consumer Preference Nengsih, Widya
Jurnal Ilmu Sosial Mamangan Vol 12, No 3 (2025): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v12i3.8700

Abstract

Sustainable marketing has become a major focus for companies in the modern era, especially with increasing consumer awareness of environmental issues. This article analyzes how green branding can be used to increase consumer preferences and strengthen their loyalty to brands. Based on an analysis of literature over the last 10 years, this research reveals that environmentally oriented marketing strategies not only improve brand image but also create stronger emotional connections between consumers and brands. This study uses secondary data from various global studies to support the argument. In addition, this article also highlights the challenges companies face in implementing environmentally friendly marketing strategies. By providing practical guidance for optimizing green branding, this research contributes to the sustainable marketing literature and provides strategic insights for business people.
Co-Authors Abdul Haris Ady Purwoto Agus Sri Iswiyanti Akbar, Kemal Albert Albert Ali Usman, Ali Arsad, Arsad Cory, Putu Ary Mahendra Delvina, Visti Fitri, Shafirah Harmawan, Esa Florestha Ramadhani Husnul Khatimah Indri Astuti Jati, prihatina Juliandara, Luthpiyah Jusdienar, Akka Latifah Kasoema, Rahmi Sari Kespandiar, Tengku Latifah Jusdienar , Akka Lesmono, Bowo Mansyur, Firman Alamasyah Mardiah, Ainal Muhammad Ridwan Mulyani, Citra Numberi, Ayatullah Tranuario Angali Nurakhim, Bambang Nurul Amalina, Nurul Prasetyaningsih, Nila Prastyaningsih, Nila Pratama, Adithya Aji Puspitasari, Nyi Dewi Rachman Saleh Ratnawita Ratnawita Ratnawita Saleh, Rachman Saputro, Wahyu Galih Sari, Yetti Anita Stanty Aufia Rachmat Taufik, Kemal Topah, Yessi Beverly Wahid, Ayi Zulkifli Rangkuti