A review of green marketing strategy literature: Mini-review approach

Abstract

Green marketing is one of the strategic efforts to create a business based on environment and health, has been known in the late 1980s and early 1990s. There are many terms regarding green marketing, including environmental marketing, ecological marketing, sustainable marketing, green marketing and societal marketing. Green marketing develops in line with the public’s attention to environmental issues so that society demands responsibility from business people in carrying out business activities. This paper seeks to provide literature on green marketing or sustainable marketing. Reviews of green marketing are carried out by reading and analysing 34 review journal articles and summarised in two tables, namely journal articles and publisher distribution and article categorisation based on their subject. The problem faced in this study is that companies must understand that when entering the market, it does not cause confusion in consumers’ minds and does not violate regulations. There is a mismatch of market perceptions with consumer perceptions, the existence of uncertain market competitive pressures, even though the government has enacted laws to allow consumers to make better decisions and motivate consumers to be environmentally friendly. There is always difficulty in determining policies that cover all environments. And lastly is the lack of consumer knowledge about environmental issues, causing companies to represent products or services in a market where consumers do not believe that the product or services being promoted is environmentally friendly. In conclusion, this study finds a significant effect of green marketing on its brand image, impacting consumer purchasing decision behaviour.