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All Journal JURNAL PENELITIAN ILMU PENDIDIKAN Jurnal Ilmiah Ranggagading (JIR) Oto Rhino Laryngologica Indonesiana Jurnal Abdi Insani Jurnal Ilmiah Manajemen Kesatuan Jurnal Ilmiah Akuntansi Kesatuan Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis Jurnal Abdimas Ekonomi dan Bisnis Jurnal Abdimas Dedikasi Kesatuan Jurnal Aplikasi Bisnis Kesatuan Journal of Innovation Research and Knowledge ASEAN Marketing Journal MEUSEURAYA : JURNAL PENGABDIAN MASYARAKAT Jurnal Pengabdian kepada Masyarakat (PEMAS)
Ratih Puspitasari
Fakultas Ilmu Budaya Universitas Brawijaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Adoption Of Green Marketing Driven By Sustainable Environmental Initiatives In The Food And Beverage Sector Puspitasari, Ratih; Lestari, Retno Martanti Endah; Mulyana, Mumuh; Mashadi, Mashadi
Jurnal Ilmiah Manajemen Kesatuan Vol. 13 No. 2 (2025): JIMKES Edisi Maret 2025
Publisher : LPPM Institut Bisnis dan Informatika Kesatuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37641/jimkes.v13i2.3128

Abstract

This study explores the adoption of green marketing strategies in the food and beverage industry within Bogor City, Indonesia. Employing a descriptive qualitative method, data were collected through questionnaires distributed to 146 industry managers across six sub-districts. The study evaluates the implementation of the green marketing mix—green product, green price, green place, and green promotion—using a holistic multiple case study design. Findings reveal a strong commitment to environmental sustainability, demonstrated by the use of eco-friendly raw materials, recyclable packaging, and environmentally focused promotional strategies. This research contributes to the existing literature by focusing on a specific industrial sector in a developing country context. It also emphasizes the growing role of consumer awareness in driving sustainable business practices. Keywords: Green Marketing, Sustainable Environmental Efforts, Environmental Impact, food and beverage industry
Co-Authors Agustriyono, Dedy Al-Habib, Al-Habib Aldi, Aldi Amanda, Cindy Julia Amyar, Firdaus Andri Yunus Andriadin, Andriadin Astrini, Danti Bagus Setiawan Budi Setiawan Cecilia, Cecilia Defani Pramesti Defiana, Aris Dian Ariani Farhana ., Farhana Fatimah Abdillah Febrian, Jan Febrianto, Fernandus Roni Fitriani, Nuri Gunawan, Audreylia Hidayat, Janthy Huwaida, Sarah Iriyadi Iriyadi Jamilah, Sri Julaiha, Julaiha Julien, Gladys Lauwsetia, Chessa Auriel Lesi Hertati, Lesi Lukman Hidayat Lumbantobing, Chandra Rony Mardiah, Nurul Izzatil Mashadi Mashadi Moermahadi Soerja Djanegara Muhammad Irsyad Elfin Mujtaba Mulyadi, Mohammad Noorman Mumuh Mulyana Nani Cahyani Nurfadilah Nurfadilah Nurfaiza, Nabila Pamungkas, Rio Rachman, Rachmawaty Randitha Missouri Retno Martanti Endah Lestari Riri Nurma Herwini Sahala, Bintang Sarifah Tullah, Dewi Sasmita, Theresia Siti Annisa, Siti Siti Ita Rosita Sopiana, Eka Suharmiati Suharmiati Syamsuddin Syamsuddin Syukrinto, Gustav Tantina Tantina Tarida Marlin Surya Teguh Prakoso Tullah, Dewi Sarifah Udi Pramiudi Upik Djaniar Yayuk Nurjanah Yolanti, Tiara Novita