Responding to increasingly serious environmental problems, now Green Marketing is receiving special attention from companies. Apart from being environmentally friendly, experts mentioned that Green Marketing has a positive effect on the brand image of a company. One company that is well-known for campaigning for Green Marketing is Tupperware with its campaign “reduce and reuse”.
The trend is currently on the rise, the topic of Green Marketing was then raised by Dr. Dra. Genoveva, M.M., Head of President University’s Management Study Program with her student, Wulan Berliana in research entitled “Green Marketing Mix Strategy in Improving Brand Image”. This research was presented at the Seminar Nasional Riset Terapan Administrasi Bisnis dan MICE IX held by the Business Administration Study Program of Politeknik Negeri Jakarta recently (21/7). This research journal managed to reach the top 10 among a total of approximately 150 participants.
Through this research, Genoveva and Wulan analyzed Tupperware’s Green Marketing Mix strategy, which although it has carried out a Green Marketing Mix in its marketing strategy, the Top Brand Index in 2017 reported that Tupperware has experienced a decline in its brand index over the past 3 years.
The research shows that the green product, green price, and green place variables significantly affect the brand image of Tupperware, while the green promotion variable does not. Green Price provides the largest contribution to the brand image. Green Price itself includes pricing based on product quality that supports the environment. For that reason, both of them suggest that the company should pay special attention to the price factors that greatly affect the Brand Image, so that the pricing must take into account the long-term environmental factors. (SL)
Source: https://president.ac.id/p/148-news/detail/784-green-marketing-mix-strategy-in-improving-brand-im