The Impact of Green Marketing Mix on Brand Image of Unilever Indonesia

Abstract

Today, this environmental issue encourages companies to start looking for a marketing idea that prioritizes marketing campaigns to care for the environment, known as green marketing. The company strives to build an image in the minds of its customers by emphasizing the concept of environmental sustainability. This study aims to understand whether the green marketing mix affects the brand image of Unilever Indonesia. This research applied quantitative research with a survey method. The research proposes a conceptual model consisting of the following variables: green product, green price, green place, green promotion, and brand image. The results show that all independent variables partially affect the brand image variable. The most influential variables are green products and green prices. The target population for this study was Unilever’s customers, using a sampling technique in the form of purposeful sampling, with 160 respondents. The results of this study show that each independent variable affects the dependent variable brand image. Based on the findings, this study provides theoretical and managerial implications for companies building a positive and strong brand image. Keywords: green marketing, brand image, marketing strategy