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All Journal Journal of Business Studies and Management Review
Ayu Vebiola
Universitas Jambi
Decision Sciences, Operations Research & Management Social Sciences

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ECO-INNOVATIVE STRATEGIES: ENHANCING ENVIRONMENTAL AWARENESS AND SHAPING CONSUMER PREFERENCES THROUGH GREEN MARKETING Prasetyo Nurhidayat; Sonia Melati Indah; Ayu Vebiola; Sandri Atmanegara; Ana Nurhasanah; Ade Octavia
JOURNAL OF BUSINESS STUDIES AND MANGEMENT REVIEW Vol. 7 No. 1 (2023): JBSMR, Vol 7 No.1 December 2023
Publisher : Management Department, Faculty of Economics and Business, Universitas Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22437/jbsmr.v7i1.29117

Abstract

This study delves into the burgeoning field of green marketing and its pivotal role in shaping environmental awareness and influencing consumer preferences. Positioned within the realm of marketing management, this research sets the groundwork for developing hypotheses about the dynamics between green marketing and various dependent variables, aiming to guide future empirical investigations. Employing a qualitative descriptive approach, this research synthesizes insights from an extensive review of academic literature, utilizing resources such as Crossref, Google Scholar, and other esteemed academic platforms. The findings underscore two primary impacts of green marketing: (1) a significant influence on consumer environmental consciousness, and (2) a notable effect on consumer preferences. Beyond these key areas, the study identifies additional factors interplaying with green marketing. These include competitive advantage, environmental sustainability, brand image, Eco Labelling, and Eco Branding. These insights contribute to a more nuanced understanding of green marketing's multifaceted influence and highlight potential avenues for further research in the field.
Co-Authors Ade Octavia Ana Nurhasanah Prasetyo Nurhidayat Sandri Atmanegara Sonia Melati Indah