Consumers Mapping and Green Marketing Design for Products with Reusable Packaging

Esti Dwi Rinawiyanti; Cindy Avelin Priska; Gunawan Gunawan

doi:10.34149/jmbr.v20i3.589

Consumers Mapping and Green Marketing Design for Products with Reusable Packaging

Esti Rinawiyanti - Program Studi Teknik Industri, Fakultas Teknik, Universitas Surabaya, Indonesia
Cindy Priska - Program Studi Teknik Industri, Fakultas Teknik, Universitas Surabaya, Indonesia
Gunawan Gunawan - Program Studi Teknik Industri, Fakultas Teknik, Universitas Surabaya, Indonesia

Abstract

Hepi Circle products use reusable plastic packaging. Hepi Circle needs to know consumer behavior to develop an appropriate green marketing strategy. This study aims to map Hepi Circle consumers and design a holistic green marketing mix strategy to address this issue. This study used interviews and 102 purposive sampled data for descriptive, cluster, and crosstab analysis. Cluster analysis creates four clusters: Greenback Green, True-Blue Green, Grousers, and Sprout. Descriptive and crosstab analysis results describe each cluster’s characteristics. This study designs 8-Ps internal and 7-Ps external green marketing. Hepi Circle’s products should use fewer chemicals and be cheaper than those with single-use packaging. Besides online shopping, Hepi Circle can collaborate with small stores and local resellers. It should effectively maintain Instagram and upload consumer reviews to attract new consumers. It can also develop standard operating procedures and have the products certified. It can also cooperate with environmentally conscious groups to conduct green activities and collaborate with restaurants to wash dishes using Hepi Circle products. Hepi Circle supports government plastic waste reduction efforts by doing these activities. The findings of this study can provide a reference for how small and medium enterprises in developing countries design holistic and attractive green marketing strategies.

Keywords

Green Marketing; Consumer Behavior; Cluster Analysis; Reusable Packaging

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References

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DOI: https://doi.org/10.34149/jmbr.v20i3.589

BibTex Citation Data :

@article{jmbr589,
    	author = {Esti Rinawiyanti and Cindy Priska and Gunawan Gunawan},
    	title = {Consumers Mapping and Green Marketing Design for Products with Reusable Packaging},
    	journal = {Journal of Management and Business Review},
    	volume = {20},
    	number = {3},
    	year = {2023},
    	keywords = {Green Marketing; Consumer Behavior; Cluster Analysis; Reusable Packaging},
    	abstract = {Hepi Circle products use reusable plastic packaging. Hepi Circle needs to know consumer behavior to develop an appropriate green marketing strategy. This study aims to map Hepi Circle consumers and design a holistic green marketing mix strategy to address this issue. This study used interviews and 102 purposive sampled data for descriptive, cluster, and crosstab analysis. Cluster analysis creates four clusters: Greenback Green, True-Blue Green, Grousers, and Sprout. Descriptive and crosstab analysis results describe each cluster’s characteristics. This study designs 8-Ps internal and 7-Ps external green marketing. Hepi Circle’s products should use fewer chemicals and be cheaper than those with single-use packaging. Besides online shopping, Hepi Circle can collaborate with small stores and local resellers. It should effectively maintain Instagram and upload consumer reviews to attract new consumers. It can also develop standard operating procedures and have the products certified. It can also cooperate with environmentally conscious groups to conduct green activities and collaborate with restaurants to wash dishes using Hepi Circle products. Hepi Circle supports government plastic waste reduction efforts by doing these activities. The findings of this study can provide a reference for how small and medium enterprises in developing countries design holistic and attractive green marketing strategies.},
        	issn = {2503-0736},    	pages = {311--331},    	doi = {10.34149/jmbr.v20i3.589},
        	url = {https://jmbr.ppm-school.ac.id/index.php/jmbr/article/view/589}
    }