Harnessing Green Marketing: Shaping Consumer Behavior in Indonesia^s Energy Sector Daru Asih- Nurul Komara Fajrin
Universitas Mercu Buana
Abstract
This research aims to analyze the influence of green marketing strategies on consumer behavior in the energy sector in Indonesia. Using a quantitative approach, data will be collected from 500 respondents representing various demographics in Indonesia. Regression analysis will be applied to evaluate how green marketing elements, such as eco-labels, sustainability campaigns, and recyclable packaging, influence consumer attitudes and purchasing decisions. This research is expected to demonstrate that green marketing strategies have a significant impact on increasing environmental awareness and consumer preferences for sustainable energy products. It is anticipated that the results of this research will provide valuable insights and recommendations for companies in the energy sector to design marketing strategies that are not only effective in increasing sales, but also support environmental sustainability initiatives. This research will also highlight the importance of consumer education about the benefits of green products to encourage more environmentally friendly behavior in Indonesia.
Keywords: Green Marketing- Consumer Behavior- Energy Sector
Topic: Sustainable Business Practices in the Energy Sector
