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All Journal Jurnal Akuntansi, Manajemen Dan Ekonomi Islam (JAM-EKIS)
Andika Agus Yudistira
Unknown Affiliation
Humanities Economics, Econometrics & Finance Social Sciences

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SYSTEMATIC LITERATURE REVIEW: STRATEGI GREEN MARKETING DALAM MENINGKATKAN KESADARAN LINGKUNGAN DAN MINAT BELI STARBUCKS COFFEE Rahman, Aldi; Andika Agus Yudistira; Fenty Fauziah; Lorine Kalista Noor
Jurnal Ilmiah Akuntansi, Manajemen dan Ekonomi Islam (JAM-EKIS) Vol. 7 No. 2 (2024): Jurnal Ilmiah Akuntansi, Manajemen, dan Ekonomi Islam (JAM-EKIS)
Publisher : Universitas Muhammadiyah Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jamekis.v7i2.6761

Abstract

The use of plastic replacing other materials exacerbates marine pollution, accumulation of nondegradable waste, and leads to greenhouse gas emissions and microplastics, threatening ecosystems and human health. This study aims to analyze the effectiveness of green marketing strategies in enhancing environmental awareness and purchasing interest in Starbucks Coffee products. The research methodology employs Systematic Literature Review (SLR), collecting data through documentation of relevant articles from similar studies. Findings indicate that green marketing effectively boosts purchasing interest and positively impacts brand image, influencing consumer purchasing decisions and loyalty
Co-Authors Fenty Fauziah Lorine Kalista Noor Rahman, Aldi