Adoption Of Green Marketing Driven By Sustainable Environmental Initiatives In The Food And Beverage Sector

Ratih Puspitasari; Retno Martanti Endah Lestari; Mumuh Mulyana; Mashadi Mashadi

doi:10.37641/jimkes.v13i2.3128

Authors

Ratih Puspitasari Institut Bisnis dan Informatika Kesatuan
Retno Martanti Endah Lestari Universitas Pakuan
Mumuh Mulyana Institut Bisnis dan Informatika Kesatuan
Mashadi Mashadi Institut Bisnis dan Informatika Kesatuan

DOI:

https://doi.org/10.37641/jimkes.v13i2.3128

Keywords:

green marketing, sustainable environtmental efforts, environmental impact, food and beverage industry

Abstract

This study explores the adoption of green marketing strategies in the food and beverage industry within Bogor City, Indonesia. Employing a descriptive qualitative method, data were collected through questionnaires distributed to 146 industry managers across six sub-districts. The study evaluates the implementation of the green marketing mix—green product, green price, green place, and green promotion—using a holistic multiple case study design. Findings reveal a strong commitment to environmental sustainability, demonstrated by the use of eco-friendly raw materials, recyclable packaging, and environmentally focused promotional strategies. This research contributes to the existing literature by focusing on a specific industrial sector in a developing country context. It also emphasizes the growing role of consumer awareness in driving sustainable business practices.

Keywords: Green Marketing, Sustainable Environmental Efforts, Environmental Impact, food and beverage industry

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