Customer Trust through Green Corporate Image, Green Marketing Staretgy and Social Responsibility: A Case Study

Abstract

Purpose:The aim of this study is to investigate the public awareness on the consumption of green products and their desire to reduce the impact of environmental damage, to propose green image, green marketing and corporate responsibility. Desigh/Methodology/Approach: The research was conducted through a survey method using customers of Unilever. The sample result was determined by the purposive sampling of 225 customers in Jakarta and its sorounding areas. Findings: The programs succeeded with the building of a green corporate image, which shows the green marketing implementation, its marketing strategy and its corporate social responsibility which is highly beneficial and memorable to the community. Practical Implementation: The research was counducted within the available region and a limited sample form manufacturing firms. More consumers and more communities should be invited to care for the environment. They should also have the ability to prove and commit to the community in the implementation of their corporate social responsibility program in order to minimize the environmental impact of not just the corporate image of the company, but also their operation process. Originality/Value: The study enables the company to be a key driver in green marketing initiatives, potentially leading to the creation of new economic growth, a green environment and help improve public health.

The Effect of Green Marketing Function on Purchase Intention Through Corporate Image

“…In response to this, companies can provide green products for environmental sustainability as a form of responsibility for the environment (Widyastuti et al, 2019). Companies' responsibility to provide green products is one of the most important factors in promoting long-term growth and gaining a competitive edge (Saxena & Khandelwal, 2012).…”

“…The potential to increase consumer purchase intention and contribute to environmental sustainability and gain a competitive advantage to obtain a good image has piqued the interest of many researchers, including Honantha et al (2014), Johannes et al (2015), and Widyastuti et al (2019) who found a positive influence between green marketing and corporate image. Furthermore, Aji et al (2017), Agustina et al (2016), Aldoko et al (2016) found a positive influence between green marketing and purchase intention through the corporate image.…”

How to build trust: Evidence from Thai customers in the latex glove industry

“…Setiawan et al (2020) tested the impact of service quality, price fairness, and customer satisfaction on customer trust in the airline industry using a structural equation model. Widyastuti et al (2019) tested the influence of green marketing and corporate social responsibility on customer trust using a structural equation model.…”

Literature Review: Green Marketing Strategy and Green Hospital to Achieve Sustainable Competitive Advantage

“…As Florence Nightingale stated, environmental health is considered a key issue raised in the development of green marketing strategies. The American Marketing Association (AMA) defines green marketing as the process of marketing for products that are assumed to be environmentally safe (Afifi and Amini 2018;Azmal et al 2014;Widyastuti et al 2019). This article is a literature review that discusses green marketing strategies to achieve sustainable competitive advantage.…”

“…of Hamid et al it was found that most customers who are less concerned about the environment are not interested in consuming green products.Without government appeals/regulations, the level of customer trust in green products is still underdeveloped, making them less concerned about the benefits produced(Widyastuti et al 2019). The lack of with green products tend to influence environmentally friendly purchasing decisions.…”