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Abstract

Green management concept has recently become persistent and frequently discussed public issue as the effect of dramatic increase in environmental awareness all over the world. Consumers start to understand that careful selection of products can help protecting the environment while enviropreneurs start to consider effects of their business activities to the environment. However, how environmentally-friendly is a green environment? Is it business strategy or stratagem? The study answered sceptism related to the implementation of green marketing in Multinational Companies in developing countries. The data obtained from from 75 consumers of the products manufactured by Nestle in Lampung, Indonesia were analyzed using path analysis method. The findings showed green management had significant influence towards consumer preference but conventional marketing mix the company applied did not have significant influence towards the consumer preference. Some recommendations were formulated as the response towards the findings.