GREEN MARKETING DALAM KAJIAN FILSAFAT ILMU
DOI:
https://doi.org/10.37932/j.e.v12i1.547Kata Kunci:
green marketing, green marketing mix, green product, green promotion, business performanceAbstrak
Artikel ini menelaah green marketing dari aspek ontologi, epistemologi, dan aksiologi dari green marketing. Penelitian ini menggunakan metode literature review, dengan menjelaskan sejarah dan teori tentang green marketing penulis mengharapkan mendapat gambaran yang lebih detil tentang green marketing dari para peneliti terdahulu dan membuat sebuah kesimpulan mengenai apa yang seharusnya dilakukan dimasa sekarang dan masa yang akan datang agar dalam proses memasarkan produk juga melibatkan aspek lingkungan agar tercapai keseimbangan dan kesinambungan antara industri, proses produksi pemasaran dan linkungan. Tulisan ini juga mengidentifikasi antaseden dan konsekuensi dari green marketing. Anteseden dari green marketing dapat bersumber dari faktor internal dan eksternal perusahaan. Konsekuensi dari green marketing adalah performa bisnis.This article examines green marketing from the aspects of ontology, epistemology, and axiology of green marketing. This research uses the literature review method, by explaining the history and theory of green marketing, the author hopes to get a more detailed picture of green marketing from previous researchers and make a conclusion about what should be done in the present and the future so that in the process of marketing the product also involves environmental aspects in order to achieve a balance and continuity between industry, marketing production processes and links. This paper also identifies antaseden and the consequences of green marketing. Antecedents of green marketing can be sourced from internal and external factors of the company. The consequence of green marketing is business performance.Referensi
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