Implementation of Green Marketing as a Retail Business Sustainability Strategy: The Use of Spunbond at Amanda Supermarket in Subang
DOI:
https://doi.org/10.38035/gmbr.v2i2.749Keywords:
Green Marketing, Sustainability, Retail Business, SpunbondAbstract
This study aims to analyze the implementation of green marketing as a sustainability strategy in modern retail businesses, with a focus on the use of spunbond as a substitute for plastic bags at Amanda Supermarket Subang, located on Jalan Kapten Hanafiah. This policy is a response to Subang Regent’s Circular Letter No. 660.4.1/3884 of 2024, which prohibits modern retail stores from using plastic bags. This study employs a qualitative approach using a case study design, involving in-depth interviews, observations, and documentation of management and consumers. The results reveal how the implementation of spunbond plastic-replacement bags is carried out, the driving factors and challenges faced, as well as the role of green marketing messages on packaging in shaping consumer perceptions. This green marketing initiative contributes to reducing plastic waste while also serving as a differentiation strategy and fostering a positive corporate image in the eyes of consumers.
References
Addison, P. F. E., Stephenson, P. J., Bull, J. W., Carbone, G., Burgman, M., Burgass, M. J., Gerber, L. R., Howard, P., McCormick, N., McRae, L., Reuter, K. E., Starkey, M., & Milner-Gulland, E. J. (2020). Bringing sustainability to life: A framework to guide biodiversity indicator development for business performance management. Business Strategy and the Environment, 29(8), 3303–3313. https://doi.org/10.1002/bse.2573
Bambang Sutikno, J. B. (2017). Analisis Kearifan Lokal Terhadap Pembangunan Ekonomi Hijau Di Kabupaten Pasuruan. Jurnal Ekonomi Islam, 8(2), 243–256.
Bantacut, T. (2012). Bisnis berkelanjutan : Integrasi manajemen lingkungan dalam pengelolaan usaha. Agrimedia, 17(1), 33–42.
Diez-Martin, F., Blanco-Gonzalez, A., & Prado-Roman, C. (2019). Research challenges in digital marketing: Sustainability. Sustainability (Switzerland), 11(10). https://doi.org/10.3390/su11102839
Dr. Fenti Hikmawati M.Si. (2019). Metodologi Penelitian. In Rajawali Pers (Vol. 11, Number 1).
Dumitriu, D., Militaru, G., Deselnicu, D. C., Niculescu, A., & Popescu, M. A. M. (2019). A perspective over modern SMEs: Managing brand equity, growth and sustainability through digital marketing tools and techniques. Sustainability (Switzerland), 11(7). https://doi.org/10.3390/su10022111
Puriwat, W., & Tripopsakul, S. (2023). Sustainability Matters : Unraveling the Power of ESG in Fostering Brand Love and Loyalty across Generations and Product Involvements.
Ridhi, S. (2015). An Innovative Approach to Environmental Sustainability. 12th AIMS International Conference on Management, (June), 1–15. https://www.academia.edu/download/36500376/K723-final.pdf
Sahir, S. H. (2022). Metodologi Penelitian.
Yasa, I. G. W. M. (2010). Ekonomi Hijau, Produksi Bersih, dan Ekonomi Kreatif: Pendekatan Pencegahan Risiko Lingkungan untuk Menuju Pertumbuhan Ekonomi Berkualitas di Pulau Bali. Jurnal Bumi Lestari, 10(2), 285–294.
Yuyu Jahratu Noor Santy. (2019). IMPLEMENTASI PEMBANGUNAN EKONOMI HIJAU DALAM SATU DASAWARSA TERAKHIR:
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ramayani Yusuf, Magnaz Lestira Oktaroza, Kannisa Adjani, Machdi Sukmono, Adib Adib
This work is licensed under a Creative Commons Attribution 4.0 International License.
