CONSUMER PERCEPTION OF GREEN MARKETING STRATEGY ON PURCHASE INTENTION IN AMUNTAI, HULU SUNGAI UTARA REGENCY
DOI:
https://doi.org/10.36658/datu.v2.i1.1288Keywords:
green marketing, purchase intention, sustainable product, SMEs, AmuntaiAbstract
This study aims to explore consumer perceptions of green marketing strategies and to what extent these strategies influence purchase intention toward sustainable products in Amuntai, Hulu Sungai Utara Regency. The research is grounded in the growing awareness of environmental issues such as pollution, climate change, and plastic waste, which have prompted businesses to adopt environmentally friendly marketing approaches. A descriptive qualitative method was employed, utilizing in-depth interviews, participatory observation, and documentation as data collection techniques. The findings reveal that several local SMEs have started implementing elements of green marketing, such as using eco-friendly materials and promoting environmental education through their marketing channels. Consumers in this region—especially young adults and environmentally conscious households—are showing a growing interest in sustainable products, particularly those with natural ingredients, eco-friendly packaging, and clear environmental messaging. However, significant challenges remain, including limited knowledge among business owners, higher production costs, and a lack of local government support. The study concludes that green marketing holds substantial potential to increase consumer purchase intention, yet it requires a more structured, collaborative, and educational approach. These findings offer strategic insights for local SMEs, government stakeholders, and community groups seeking to advance sustainable business practices in the region.
References
Bali, O.A. and Suardana, I.N.G. (2022) ‘Green marketing dan pengaruhnya terhadap loyalitas konsumen produk organik’, Jurnal Manajemen dan Bisnis, 9(2), pp. 145–153.
Polonsky, M.J. (2011) Green Marketing: Theory, Practice, and Strategies. Pearson Education.
Rahmawan, D. and Lestari, N. (2022) ‘Persepsi Konsumen terhadap Produk Ramah Lingkungan di Era Digital’, Jurnal Ilmu Sosial dan Humaniora, 11(1), pp. 65–73.
Sari, D.R. and Putra, A.F. (2021) ‘Implementasi Green Marketing pada UMKM di Indonesia’, Jurnal Ekonomi dan Bisnis, 15(2), pp. 101–112.
Schiffman, L.G. and Kanuk, L.L. (2010) Consumer Behavior. 10th edn. Prentice Hall.
Sharma, G. and Jha, S. (2020) ‘Values influencing sustainable consumption behavior: Exploring the contextual relationship’, Journal of Cleaner Production, 263, p. 121447. Available at: https://doi.org/10.1016/j.jclepro.2020.121447.
Suki, N.M. (2013) ‘Consumers’ environmental concern and green product purchase in Malaysia: Structural effects of consumption values’, Journal of Cleaner Production, 42, pp. 342–352. Available at: https://doi.org/10.1016/j.jclepro.2012.10.005.
