ENVIROMENT PERSPEKTIVE. WHAT IS GREEN MARKETING? Otherwise known as Environmental Marketing, Ecological Marketing or Eco- Marketing.

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ENVIROMENT PERSPEKTIVE

WHAT IS GREEN MARKETING? Otherwise known as Environmental Marketing, Ecological Marketing or Eco- Marketing

A SIMPLE DEFINTION  In simple terms it refers to the process of selling products and/or services based on their environmental benefits  Such a product may be environmentally friendly in itself or produced and/ or packaged in this way

 Susan Ward, mengatakan bahwa Green Marketing itu merujuk pada proses menjual produk atau jasa berdasarkan pada keuntungan lingkungannya Polinsky (1994), Green Marketing adalah Konsistensi dari semua aktifitas yang mendesain pelayanan dan fasilitas bagi kepuasan kebutuhan dan keinginan manusia, dengan tidak menimbulkan dampak pada lingkungan alam.  ·Jacquelyn Ottman, berpendapat bahwa Green Marketing itu adalah Pertimbangan lingkungan yang diintegrasikan ke dalam semua aspek pemasaran pengembangan produk baru, dan komunikasi.

THE AMERICAN MARKETING ASSOCIATION (AMA) DEFINITION  A 3 WAY DEFINTION :  (retailing definition) The marketing of products that are presumed to be environmentally safe.  (social marketing definition) The development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality.  (environment definition) The efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns

 Isu Green Marketing saat ini merupakan peluang besar untuk menerapkan strategi- startegi pemasaran terbaru..  Perilaku masyarakat yang semakin sadar untuk melestarikan lingkungan menjadi dasar penting untuk melakukan Green Marketing sehingga pemasar dapat lebih mudah melakukan strateginya

 Mutual benefit  A competitive edge  Rising green demands of customers  Higher profit margins  Snowball effect Some advantages

 membuat kepekaan dunia usaha makin tinggi terhadap lingkungan hidup.

2 STEPS FOR A GREEN COMPANY  To make a commitment and develop an environmental policy  To set goals, objectives, and targets for an environmental management programme.

— Green Bertujuan ke arah untuk berkomunikasi bahwa merek atau perusahaan adalah peduli lingkungan hidup. —Greener Bertujuan selain untuk komersialisasi sbg tujuan utama perusahaan, juga untuk mencapai tujuan yang berpengaruh kepada lingkungan hidup. Perusahaan mencoba merubah gaya hidup konsumen mengonsumsi/memakai produk. Misalnya penghematan kertas, menggunakan kertas bekas maupun kertas recycle. Menghemat air, listrik, penggunaan AC, dll. — Greenest Perusahaan berusaha merubah budaya konsumen ke arah yang lebih peduli lingkungan hidup.

Green Consumer, adalah merupakan konsumen yang peduli lingkungan hidup Green Product (produk yang berwawasan lingkungan), adalah merupakan suatu produk yang dirancang dan diproses dengan suatu cara untuk mengurangi efek-efek yang dapat mencemari lingkungan, baik dalam produksi, pendistribusian dan pengkonsumsiannya. Green Consumersism, Kesadaran individual terhadap produk yang diinginkan untuk dikonsumsinya yang ramah lingkungan.

 Sebagian peneliti menggunakan istilah green purchase behavior, green buying behavior (Kim, 2002; Kim and Choi, 2003; 2005), eco- friendly, environment-friendly, pro- environmental purchase behavior, (Soutar et al., 1994; Tilikidou, 2007) dan environmentally responsible purchase behavior (Follows and Jobber, 2000).

 Environmental consumerism is defined as a consumer’s purchase behavior influenced by environmental concerns (Shrum et al. 1995) to seek products and services with minimal impact on the environment (Mainieri et al. 1997). Simply, it translates into consumption behaviors such as purchase of green products and services (Easterling et al. 1995), such as purchasing products made from recycled paper.

 Mengefisiensikan pemakaian energi dalam proses produksi  Meningkatkan ketahanlamaan  Mengefisiensikan konsep menimalisasi kerusakan atau dapat dipergunakan secara berulang – ulang

A WAY THROUGH RECESSION  The green marketing area is a growth zone at the moment  A recent survey has shown that 82% of consumers are still purchasing green products during the recession

 Green marketing recycles, uses less, and avoids waste, it is more affordable than traditional marketing and this is very attractive to businesses with tight marketing budgets.  It also makes extensive use of digital resources because this is a great way to minimize a company's marketing footprint.

 Produksi sampah di Kota Bandung Raya saat ini sudah mencapai ton per hari. 20 persen di antaranya adalah sampah anorganik, dan 10 persennya merupakan sampah plastik. Hal itu berarti 150 ton sampah plastik tiap harinya dibuang oleh warga Bandung.

Banjir Bandung Ketinggian 750 m dpl

Hal yang mendasar green marketing bukanlah sebuah kata atau ungkapan belaka tetapi merupakan sebuah strategi yang akan membantu anda mendapatkan pelanggan dan keuntungan

 Konsisten, lakukan apa yang telah anda kampanyekan dan pastikan bahwa bisnis anda benar-benar ramah lingkungan.  Berikan pengertian dan pendidikan lingkungan kepada pelanggan bukan hanya memberitahukan apa yang sedang anda lakukan namun juga anda harus menjelaskan kepada mereka kenapa hal tersebut perlu dilakukan. * Berikan kesempatan kepada pelanggan untuk ikut berpartisipasi dari gerakan green marketing yang sedang anda lakukan, paling tidak dengan begitu mereka merasa ikut berperan dan telah berbuat terhadap lingkungannya

 Tantangan green marketing masyarakat tidak terlalu mengerti dan perduli apa yang terjadi dilingkungan sekitarnya.

GREEN WASHING  The practice of making products seem more environmentally friendly than they really are

 In 2004 one print ad read, "Green vehicles. Cleaner factories. It's the right road for our company, and we're well underway."  But it only planned on producing 20,000 of its Hybrid SUVs per year, while continuing to produce almost 80,000 F- series trucks per month

CONSEQUENCES  Greenwashing is misleading  Could result in consumer and regulator complacency  May also engender cynicism

TWO UNSUSTAINABLE CONDITIONS:

TTTToo much consumption by rich people and countries: According to the World Wildlife Foundation, the ecological footprint of the United States in 2005 was 9.4 (global hectares per person); the world average was 2.7. For high-income countries it was 6.4; for low-income countries 1.0.

TTTToo little consumption by poor people and countries: Although progress has been made on reducing extreme poverty in recent decades, the World Bank estimates that 1.4 billion people still lived on less than US $1.25 a day in * How about indonesia ???

 Sony Ericsson Aspen Tawarkan Gaya Hidup “Hijau”  Honda civic hybrid  Green Property  Electrolux  Kantong Plastik Alfamart