Analysis of the implementation of green marketing as an effort to explore sustainable marketing in East Java

Abstract

This study was conducted in response to the increasing demand among companies in East Java to implement green marketing as a sustainable marketing strategy capable of addressing both environmental and market challenges. The urgency of this research stems from the need to develop a comprehensive understanding of the implementation processes and the key factors that determine the success of green marketing initiatives. Accordingly, the research problem focuses on examining how green marketing is implemented, as well as identifying its supporting and inhibiting factors within companies in East Java. A qualitative research design was employed, utilizing in-depth interviews, documentation analysis, and direct observation. The findings indicate that companies have adopted environmentally friendly products, sustainable production processes, and non-polluting packaging. The primary factors contributing to the success of these initiatives include strong managerial commitment and effective internal communication, while the main obstacles consist of limited resources and internal resistance. In conclusion, the implementation of green marketing in East Java contributes significantly to advancing corporate sustainability. However, its optimal execution requires enhanced organizational capacity and stronger collaboration among stakeholders.