Implementation of Green Marketing as a Retail Business Sustainability Strategy: The Use of Spunbond at Amanda Supermarket in Subang

Ramayani Yusuf (Bisnis Digital, Fakultas Ekonomi dan Bisnis, Universitas Teknologi Bandung , Bandung , Indonesia)
Magnaz Lestira Oktaroza (Manajemen, Fakultas Ekonomi, Universitas Garut, Garut, Indonesia)
Kannisa Adjani (Bisnis Digital, Fakultas Ekonomi dan Bisnis, Universitas Teknologi Bandung, Bandung, Indonesia)
Machdi Sukmono (Manajemen Ritel, Fakultas Ekonomi dan Bisnis, Universitas Teknologi Bandung, Bandung, Indonesia)
Adib Adib (Bisnis Digital, Fakultas Ekonomi dan Bisnis, Universitas Teknologi Bandung, Bandung, Indonesia)

Greenation Management and Business Review (GMBR)
Vol. 2 No. 2 (2026): Greenation Management and Business Review (April - September 2026)

This study aims to analyze the implementation of green marketing as a sustainability strategy in modern retail businesses, with a focus on the use of spunbond as a substitute for plastic bags at Amanda Supermarket Subang, located on Jalan Kapten Hanafiah. This policy is a response to Subang Regent’s Circular Letter No. 660.4.1/3884 of 2024, which prohibits modern retail stores from using plastic bags. This study employs a qualitative approach using a case study design, involving in-depth interviews, observations, and documentation of management and consumers. The results reveal how the implementation of spunbond plastic-replacement bags is carried out, the driving factors and challenges faced, as well as the role of green marketing messages on packaging in shaping consumer perceptions. This green marketing initiative contributes to reducing plastic waste while also serving as a differentiation strategy and fostering a positive corporate image in the eyes of consumers.