Green Marketing: Reviewing Aspect of Communication Tools

Abstract

This article explores one of the functions of green marketing is communication that needs to be maintained from the company to consumers. Brand Trust is usually used in reference to a thought that serves as the main determinant of consumer decision-making. The application of green marketing is very important to support brand trust in Indonesian Industrial Properties. In addition, this study aims to identify variables that have a relationship with communication tools on brand trust. Furthermore, a conceptual model has been proposed as well as information collected through a survey of 400 consumer sample sizes, and the AMOS structural equation model (SEM) was used in this investigation. The results showed that of the 6 proposed variables, there were 4 significant variables that supported communication tools, namely advertising, direct marketing, personal selling, and interactive marketing. In particular, in green marketing-related communication tools that promote brand trust, research can contribute to scientific understanding. And it can be a recommendation for business actors who use green marketing to instill brand trust that can increase consumer awareness of the environment.

Behavioral Intention and Willingness to Pay Premium for Green Hotel Concept: The Role of Trust and Green Hotel Attributes

“…Good things should be heard not only by employee and customer, but others in general as well. Thus, the way hotel communicate green practice should be emphasizes [17] as it will not only benefit for customer but also able to positively influence organizational performance. In addition, hotel must also improve social media marketing.…”

“…TGH implies that potential customer will most likely rate a green hotel well and think that the hotel is conducting GHA responsibly, competently, and fairly [29]. Notably, the way customer trusts a specific brand should be maintained by hotel industry in a form of marketing communication [17].…”

“…In achieving the goal of developing green hotels, good communication between hotels and customer is needed, so that customer have the intention to stay at environmentally friendly hotels while traveling [16,17]. Around 78% of guests expect the hotel to be able to transparently explain the environmental benefits of the hotel's eco-friendly practices [18].…”

Sustainable Development in Smart and Resilient Local Government Areas: An Empirical Investigation of Victoria, Australia

“…Sustainability is a known theme across the world of academics and practitioners as it crosses geographical, social, political and economic borders. Sustainable development is concerned with using the current resources of planet earth regarding the needs of future generations [2][3][4]. The increasing population that would lead to more consuming needs besides resource availability and global climate changes have brought more attention to sustainability-related issues.…”

Застосування Інструментів Екологічного Маркетингу До Просування Аграрної Продукції На Міжнародних Ринках

“…При цьому, можна стверджувати, що це ґрунтується на принципі стійкості, спрямованому на мінімізацію впливу на довкілля при максимізації соціальних та економічних вигод. Екологічний маркетинг передбачає передачу екологічних та етичних характеристик продуктів, підкреслення їх безпечності та сприяння глибшому зв'язку між споживачами та світом природи як таким [1][2][3]. Наголошуючи на цих елементах, через маркетинг можна навіть вплинути на поведінку споживачів у бік більш екологічно чистого вибору, тим самим стимулюючи попит на екологічно чисті продукти (табл.…”