Green Marketing as a Product Differentiation Strategy in the Era of Environmentally Conscious Consumers
Keywords:
green marketing, differentiation strategy, environmentally conscious consumers, sustainability, brand image.Abstract
This study aims to analyze the role of green marketing as a product differentiation strategy in responding to changes in consumer behavior that are increasingly concerned about environmental issues. Along with the growing awareness of the environmental impact of consumption activities, companies are required not only to offer quality products but also environmentally friendly products. This research uses a qualitative descriptive approach with literature studies and case observations on several companies that have implemented green marketing strategies. The results show that the implementation of green marketing as a product differentiation strategy can increase consumer interest and awareness toward environmentally friendly products. Consumers are more attracted to products that use eco-friendly raw materials, recyclable packaging, and production processes that prioritize waste reduction and the use of renewable energy. In addition, effective communication through education, engaging marketing campaigns, and social media also play an important role in building a positive corporate image and enhancing customer loyalty. Thus, green marketing has proven effective in helping companies compete while supporting environmental sustainability
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