ST JURNAL SUSTAINABLE CONSUMERISM: HOW GREEN MARKETING STRATEGIES INFLUENCE BRAND LOYALTY

research
  • 18 Feb
  • 2025

ST JURNAL SUSTAINABLE CONSUMERISM: HOW GREEN MARKETING STRATEGIES INFLUENCE BRAND LOYALTY

Penelitian ini mengeksplorasi dampak dari strategi pemasaran hijau terhadap loyalitas merek di kalangan konsumen yang sadar lingkungan. Seiring dengan meningkatnya permintaan konsumen akan produk yang berkelanjutan, merek - merek semakin mengadopsi praktik pemasaran hijau, termasuk pengemasan yang
ramah lingkungan, klaim keberlanjutan yang transparan, dan inisiatif sosial. Penelitian ini menggunakan pendekatan kualitatif dengan desain fenomenologi untuk memahami persepsi dan pengalaman konsumen terkait strategi tersebut. Data dikumpulkan melalui wawancara mendalam dan diskusi kelompok terfokus dengan para partisipan yang dipilih berdasarkan kesadaran lingkungan dan kesetiaan mereka terhadap merek ramah lingkungan. Analisis tematik dari data mengungkapkan bahwa transparansi, kualitas produk, integritas merek, dan keterlibatan konsumen merupakan faktor kunci yang meningkatkan loyalitas merek dalam konteks pemasaran hijau. Temuan ini berkontribusi pada literatur pemasaran hijau dengan mengidentifikasi strategi yang efektif untuk membangun loyalitas konsumen jangka panjang. Penelitian ini juga menggarisbawahi potensi pemasaran hijau untuk menyelaraskan dengan perilaku konsumen yang berkelanjutan dan mendukung kebijakan lingkungan yang lebih luas. Penelitian di masa depan harus mempertimbangkan pendekatan kuantitatif atau mengeksplorasi dinamika pemasaran hijau yang spesifik untuk industri tertentu.

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