Green Marketing: Strategy for Gaining Sustainable Competitive Advantage in Industry 4.0

Abstract

This study would like to explains conceptual green marketing and its role as a source sustainable competitive advantage in industrial revolution 4.0. The environmental issue is a sizzling topic nowadays as almost every country’s government and society has started to be more aware of these issues. Plus, there is currently a phenomenon of industrial revolution 4.0 which demands business practices to be more consumer-oriented. Public concern over environmental damage has made marketers know the needs and value of environmentally friendly marketing, namely green marketing. which is a new strength to create a sustainable competitive advantage. This study is a library research gathering and analyzing information from related references and theories, which have become the basic foundation and sources in analyzing problems in this research. This study seeks to offer Green Marketing ideas as the latest approach in dealing with various business threats. The results show that green marketing able to encourage companies to prepare themselves faster and better, the definition of green marketing has changed over time according to the growing relevance of environmental sustainability.

Exploring the Effect of Green Marketing Strategies on Purchasing Decisions in Nigeria's Fast-moving Consumer Goods Sector

“…This means that the raw materials, input items, processes and developments of such products are based on resources that can be preserved and recycled. Purwanti et al (2019) stated that green products are ecological products that put priority on the long term safety of user and the environment, green products are made through not wasting resources and do not involve cruelty to man or animal kind. Additionally, green product quality is measured based on the reflection of environmental features on the product.…”

“…In reality the green pricing covers the economic and environmental costs of production and is captured in the final product price which makes pricing in a premium form . According to Purwanti et al (2019) consumers are willing to pay premium price for green products so far there is a perception of additional value in terms of the how the product is environmentally friendly.…”

The The Impact of Green Price, Green Promotion, and Green Place on the Economy of Communities in Tourism Areas through Environmental Sustainability Entering the New Normal

“…Just like Mustika, who stated that the contribution of innovation from green marketing to sustainable development is in the form of reducing the level of waste that can pollute the environment and is contrary to sustainable development goals (D. D. Mustika et al, 2020). Purwanti says, "green marketing able to encourage companies to prepare themselves faster and better; the definition of green marketing has changed over time according to the growing relevance of environmental sustainability" (Purwanti et al, 2019). Kinoti, with the title "Green marketing Intervention Strategies and Sustainable Development: A Conceptual Paper," states that "In this paper, it is suggested that marketing, like any other functional area of business, contributes to the environmental problems facing the world today.…”

Eco Cuty: The Eco-Friendly Marketing Strategy Model for MSME’s Economic Recovery Movement Post-Covid 19

“…The results of research conducted by Mishra et al (2019) state that one of the biggest problems with green area marketing is that there is little effort to academically examine environmental marketing optimally so that company policy, when viewed from the point of view of the use of natural resources as environmentally friendly raw materials environment is still considered less effective. Research by Purwanti et al (2019) shows that implementing green marketing, such as through sales promotion and CSR (corporate social responsibility) programs, can identify well who are paying customers and providers for the company. Through the CSR program, the body shop can analyze predictions on issues or problems that are likely to arise so that the CSR program can be said to be targeting the right target.…”