GM 5 - Green Marketing Strategies in Society 5.0 Era Môn Quản trị kinh doanh | Trường Đại học Công nghiệp Thành phố Hồ Chí Minh

Advances in Economics, Business and Management Research, volume 180
Proceedings of the 18th International Symposium on Management (INSYMA 2021)
Determination of Green Marketing Strategies Through
Marketing Communication in the Business World in the Society 5.0 Era Hayuning Purnama Dewi1,*
1University of Surabaya, Surabaya, Indonesia
*Corresponding Author. Email: hayuning@staff.ubaya.ac.id ABSTRACT
Marketing communication in green marketing aims to influence purchase decisions for con-
sumers interested in the green movement. In addition to product advantages and brand im-
age, companies must also think about consumer transaction convenience. Consumers con-
sider various transaction choices to facilitate electronic-based businesses; in other words,
there is an element of service acceleration through more sophisticated business modifica-
tions, namely the application of the Society 5.0 era. Marketing communications must in-
clude the following elements: advertising through environmental advertisements, sales pro-
motion through the web systems and utilization of cloud computing, utilization of big data
in public relations, and personal selling through web engineering systems, and expanding market space.
Keywords: Green Marketing, Marketing Communication, Society 5.0. 1 INTRODUCTION
situations and conditions will emerge new
behaviors from consumers reflected in their 1.1 Background
needs and desires (Duarte & Cruz-Machado
These days, information technology is not
2017). To win the competition, marketers
seen as difficult to access because it has be-
must react quickly to changes in demand,
come a necessity in people's lives. Infor-
satisfying all customer needs and wants be-
mation technology continues to innovate and
cause marketing is customer-oriented. Con-
transform and is increasingly sophisticated
sumers are very concerned about the limited to assist people's lives.
resources on earth, health, and environmen-
While many people still talk a lot about
tal degradation, so they start to look at more
Industry 4.0 that is technological changes
environmentally friendly stuff (Zafar et al.
with the use of Big Data, AI, robots, and 2020).
others (Skobelev and Borovik 2017), the
Green marketing is a marketing practice
world was astonished by Japanese Prime
that raises environmental issues (Zafar et al.
Minister Shinzo Abe' statements at the
2020). The process of production activities
World Economic Forum (WEF) in Davos
carried out by the company often impacts
Switzerland on 23 January 2019. In his
environmental degradation, so that green
statement, he has a vision of Society 5.0 and
marketing is considered an innovation on
stated that data would connect Society 5.0 to
this problem. The term "Green Marketing"
increase growth in the future.
was introduced in the late 1980s and early
Very radical changes occur in the market-
1990s by the American Marketing Associa-
er environment, such as technology, globali-
tion (AMA), which organized its first work-
zation, the economy, and government regu-
shop themed "ecological marketing". The
lations (Melnyk et al. 2020). These
goal of green marketing is not only to earn
Advances in Economics, Business and Management Research, volume 180
Copyright © 2021 The Authors.
profit as the main companies' goal but also
uct, production processes, product packag-
to contribute to the environment or those re- ing, and advertisements.
lated to sustainability (Papadopoulos et al.
Green marketing is a synonym for other
2010). The company is expected to encour-
terms such as ecological marketing, envi-
age good habits of consumers to care about
ronmental marketing, and sustainable mar-
the environment, such as saving paper, using
keting. Basically, this term refers to the use
used paper, and saving energy for both pre-
of ecological issues or environmental
sent and future lives. The company produces
preservation in the preparation of the mar-
eco-friendly products to meet customer
keting mix, especially in the promotional el-
needs and its concern for environmental sus-
ements (Katrandjiev 2016). According to
tainability (Chan et al. 2012).
Jacquelyn Ottman, from an organizational
Considering several aspects such as the
point of view, environmental considerations
increasing attention to environmental issues
should be integrated into all marketing as-
and scarcity of natural resources, orporate pects (Osman et al. 2016).
social responsibility is deemed essential to
Prakash (2002) states the term "green
increase awareness of the development of
marketing" refers to "the strat-egies to pro-
green marketing concepts or similar con-
mote products by employing environmental
cepts such as sustainable marketing and en-
claims either about their at-tributes or about
vironmental marketing. These efforts can be
the systems, policies, and processes of the
begun by identifying and analyzing market-
firms that manufacture or sell them." Pra-
ing management in Indonesia, in this case,
kash (2002) defines environmental market-
green marketing strategy through marketing
ing as "gaining profit from identifying and
communication in the business world in the
providing for the wants and needs of con- society 5.0 era.
sumers while recognizing and minimizing
impacts to the environment." The critical
concept of the two statements about green 1.2 Method
marketing or environmental marketing is a
This study is qualitative descriptive research,
promotional strategy to get benefits based on
where the nature of qualitative research aims
environmentally friendly product claims.
to examine people's lives in cases that are
The development of the green marketing
limited in nature, but in-depth and holistic,
concept was triggered by the development of
in the sense that they do not recognize the
consumer awareness of environmental is-
conceptional selection of symptoms into
sues, which led to the emergence of the
their exclusive aspects, which we know as
green consumer concept (Peattie 2004).
variables. Qualitative research reveals not
only actual events but also hidden values. In 1.4 Society 5.0
addition, qualitative research is also more
The Japanese government defines society
sensitive to descriptive information and rela-
5.0 as a human-centered society that can
tively tries to maintain the object's integrity.
balance economic progress with solving so-
Data sources used in this study are primary
cial problems using a system that integrates and secondary data.
virtual and physical worlds (Harayama 2018).
In society 5.0, the new values created 1.3 Green Marketing
through innovation will eliminate regional,
According to AMA, green marketing is a
age, gender, and language gaps. This way, it
marketing of a product that considers envi-
is possible to reach a society that can en-
ronmental safety (Wahab 2018). Therefore,
hance economic development and find solu-
green marketing covers almost all company
tions to social problems. However, this
activities, including modifications of prod-
achievement may face difficulties or obsta- 182
Advances in Economics, Business and Management Research, volume 180
cles, and Japan is ready to face it directly to 2) Attitude Change Stage
be the first country in the world that can pre-
Attitude signifies a person's judgment, sent a future society model.
feelings, and tendencies that are relatively
Fukuyama (2018) stipulates that society
consistent with an object or idea.
5.0 aims to create a society where people en-
The attitude change stage is related to the
joy life to the fullest. Economic growth and
effects of marketing communication on con-
technological development exist for that ob-
sumer assessment of a product. There are
jective and not for the prosperity of the few.
three components of attitude factor, namely
Even though society 5.0 originates from Ja- (Duffett 2015):
pan, its goal is not just for the welfare of one
a) Cognitive component (brand trust):
country. The frameworks and technologies
consumer trust and knowledge about the
developed will contribute to solving the green objects being offered;
challenges of societies worldwide.
b) Affective component: emotional re-
flecting one's feelings towards an object
(brand evaluation), whether the object is
1.5 Green Features in marketing wanted or liked. communication
c) Behavioral component (purchase inten-
Communication is a process of delivering in-
tion): reflects the actual tendency and behav-
formation from a person as a communicator
ior towards an object, where these compo-
who delivers a stimulus to change or shape
nents show the tendency to take action.
other people's behavior. In communication,
This attitude change is determined by
human beings can deliver their messages in
three elements called tricomponent attitude
various forms, such as spoken words or
changes, namely cognition (knowledge), af-
through cell phones, newspapers, and other
fection (feeling), and conation (behavior). If
communication media. Stimulus-response
these three components indicate a tendency
can be applied in mass communication to
towards a change (cognitive, affective, and
change behavior in the broader community,
conative), there will likely be a change in at-
such as a marketing strategy that builds pop-
titude. Every purchase decision involves
ularity and boosts people's purchase interest
seven components: the type of product, the
in these products (Lian et al., 2016).
form of the product, the brand, the seller, the
Marketing has been positioned strategi-
number of products, the time of purchase,
cally in the business process, by choosing
and the method of payment that is modified
the right market, effective business man-
with the need for green consumers. In addi-
agement, also supported by the effectiveness
tion to the product features and brand image,
of marketing communications to help busi-
companies must also think about the conven-
ness processes run significantly well (Kumar
ience of dealing with consumers. Consumers
2013). If executed properly, communication
consider various payment options to make
can become a spearhead in marketing, be-
transactions easier; in other words, there is
cause communication is able to arouse the
an element of accelerating service through
interest of the target community to make
more sophisticated business modifications,
purchases. Belch & Belch (2012) say that
namely the application of the Society 5.0
marketing communication aims to achieve era.
consumers’ three stages of change, namely: 3) Behavior Change Stage 1) Knowledge Change Stage
Behavior change aims to prevent con-
Changes in knowledge show that con-
sumers from switching to other products and
sumers know the product's existence, what
get used to using them. In general, there are
the product was created for, and whom the
three primary stages to the hierarchy of ef-
product is targeted to; thus, the message
fects in marketing communication practice.
conveyed focuses more on informing about
This can be thought of as the stages and po- the product.
sitions where customers or audiences re- 183
Advances in Economics, Business and Management Research, volume 180
spond and understand a product from the re-
promotion is carried out using an e-
sults of their interactions through marketing
commerce-based sales website, all promo- communications.
tional activities are still carried out by the
humans themselves. Basically, advertising
and promotion will be related to marketing 2 DISCUSSION
in broad scopes, such as (marketing and ad-
vertising through promotion, web content,
2.1 Determination of Green Marketing
target marketing, and others). However, in- Strategies through Marketing
formation technology support in business
Communication in the Business World
requires high costs for the procurement of
in the Society 5.0 era.
hardware, software, and human resources;
Green marketing strategies include green-
thus, a solution to reduce the cost of procur-
based product development, green distribu-
ing information technology infrastructure
tion outlets/channels, green promotion,
without lowering its quality is needed. One
green prices, and green consumption. Thus,
effort that can be made is to use cloud com-
companies that implement environmentally
puting, which is a system used to provide in-
friendly marketing strategies and tactics will
tegrated information services, making it eas-
have a competitive advantage compared to
ier for users to find suitable products (Fouad
companies that do not implement them. Fur- 2019).
thermore, the marketing communications
3) Utilization of Big Data in Public Rela-
carried out must include the elements below: tions (Public Relations)
1) The use of environmental advertising
Public relations summarize all planned (advertising)
communication, both inbound and outbound
Advertising is mass communication
information, between an organization and all
through newspapers, magazines, radio, tele-
its stakeholders to achieve specific goals
vision, and other media or direct communi-
based on mutual understanding. Big data can
cation specially designed for inter-business
be used to sustain public relations, as it is
(business-to-business) customers and end-
believed to be an intelligent way to manage
users. In line with the increasing global
information internally and externally and
green movement and public attention to en-
enables an organization to improve decision
vironmental issues, many companies have
making and achieve better organizational
chosen environmental advertising through
goals (Fouad 2019). Companies engaged in
electronic media or printed media as a tech-
the business sector are primarily oriented
nique to introduce their products to consum-
towards achieving the highest possible profit
ers who have environmental responsibilities.
margins (profit-oriented). A variety of im-
Environmental advertising aims to influence
portant information can be generated from
consumer purchase behavior by encouraging
big data that can support the decision-
them to purchase products that do not dam-
making process for company leaders as fol-
age the environment and direct their atten- lows:
tion to the positive consequences of their
1. Knowing the public response to the
purchase behavior for themselves and the
products marketed through sentiment environment. analysis on social media;
2) Sales Promotion through the Web Sys-
2. Helping companies make decisions more
tems and Utilization of Cloud Compu-
precisely and accurately based on data; ting (Sales Promotion)
3. Helping improve the company's image in
Sales promotion consists of all marketing customers’ eyes;
activities that intend to stimulate a quick
4. Business planning, by knowing customer
purchase of a product or a purchase in a
behavior, such as in telecommunication
short time. Society 5.0 still uses a vision and and banking industries;
mission using humans, so even though the 184
Advances in Economics, Business and Management Research, volume 180
5. Knowing market trends and consumer
1) Attracting the new target market’s at- desires.
tention, namely green consumers.
Green marketing emerged because of
4) Personal selling through Web Engineer-
public awareness of the importance of envi-
ing systems (Personal Selling)
ronmental sustainability. This public aware-
Personal selling is direct communication
ness arouses what is known as green con-
between a seller and a prospective buyer sumerism. Green consumerism is a
(person-to-person communication). In this
continuation of the global consumerism
case, the seller seeks to help or persuade po-
movement that began with consumer aware-
tential buyers to buy the offered product.
ness of their rights to get feasible, safe, and
Businesses whose operations are supported environmentally friendly products
by information technology infrastructure
(Handayani 2017). Green consumers believe
must meet three operating standards: low
that as individuals, individuals can effective-
capital expenditures, variable operating
ly contribute to protecting the environment.
costs, and scalability of the computing plat-
As such, they feel that the task of protecting
form. The products offered will use a static
the environment should not be left to gov-
advertising system that advertises the prod-
ernments, businesses, the environment, and
ucts exhibited on the company's website. All
scientists alone as consumers can also play a
transaction activities can be carried out using role.
a web engineering-based systems develop-
2) Improving the quality of green prod-
ment that aims to create high-quality web ucts. applications.
In general, the green product is an effort 5) Expanding Marketspace
Direct selling is a company’s effort to c
to minimize waste. Green products must om-
have long-lasting product quality, in the
municate directly with potential target cus-
sense that they are not easily damaged, con-
tomers to generate responses and/or sales
tain no toxins, are made from materials that
transactions. Based on marketspace, the
can be recycled, and have minimalist pack-
reach extends beyond the boundaries of tra-
aging (Fuiyeng & Yazdanifard 2015). The
ditional markets and can move from one lo-
green product should not majorly impact en-
cation to another geographically. Then buy-
vironmental degradation and what must be
ing and selling transactions can occur
considered about the product are the price,
anywhere so that customer convenience can
quality, safety, and availability of the prod-
be improved and transaction costs are re-
uct. Consumers will pay more for green duced.
products. Prices higher than the predeter-
2.2 Implications of Green Marketing
mined average price can only be sold by
Strategy in the business world.
adding value to the product. Assurance of
product quality is fundamental and must be
Sales promotion is also interrelated to
communicated convincingly. Quality is
green products. A green marketing approach
judged by several features, including the
to the product area enhances the integration
performance, appearance, feeling, comfort,
of environmental issues in all aspects of a and durability of a product.
company's activities, from strategy formula-
3) Facilitating green promotion.
tion, planning, compilation, to production
Promotion is a marketing mix part that plays
and distribution to customers. ". The goal of
a significant role. The promotion reflects ac-
green marketing is not only to earn profit as
tivities that communicate product features
the main companies' goal but also to con-
and persuade consumers to buy them. Pro-
tribute to the environment or those related to
moting a product and service to gain a mar-
sustainability. The following are the Green
ket can be done by advertising, public rela-
Marketing strategy implications in the Busi-
tions, direct marketing sales promotions, and
ness World in the Society 5.0 era:
on-site promotions. Smart green product 185
Advances in Economics, Business and Management Research, volume 180
sellers should emphasize the credibility of 3. CONCLUSION
environmentally friendly products by using
sustainable marketing. Eco-friendly promo-
Green marketing combines various activi-
tion is the process of introducing environ-
ties, including modifications of product,
mentally friendly products to the public with
production processes, product packaging,
various environmentally friendly actions.
and advertisements. Based on the description
Companies that concern consumers and the
above, it can be concluded as follows:
environment will implement sustainable The objective of marketing
communication intensively to increase pub-
communication in green marketing is to
lic understanding of the environmentally
influence purchase decisions for consumers
friendly products they sell. Terms such as
interested in the green movement. Every
phosphate-free, recyclable, ozone-friendly, purchase decision involves seven
and environmentally friendly are the things
components: the type of product, the form of
most often socialized as green marketing.
the product, the brand, the seller, the number
The key to the success of green marketing is
of products, the time of purchase, and the
credibility. Green promotion conveys actual
method of payment that is modified to the
environmental data to consumers that are re-
need for green consumers. In addition to
lated to company activities. Companies need product features and brand image,
to develop an integrated communication ap-
companies must also think about the
proach involved in certain company aspects
convenience of consumer transactions.
and specific products on environmental and
Consumers consider various transaction
social responsibility issues. The information choices to facilitate electronic-based
must be communicated coherently and con-
businesses; in other words, there is an
sistently to customers and other stakehold-
element of service acceleration through ers.
more sophisticated business modifications,
namely the application of the Society 5.0
4) Increasing awareness of eco-friendly era.
products’ features and aspects.
Marketing communications must include
With a good marketing communication
the following elements: The use of environ-
strategy that includes attractive messages,
mental advertising, sales promotion through
providing appropriate information, and the
web systems and the use of cloud compu-
desired effects, company objectives can be
ting, utilization of Big Data in public rela-
achieved. Green marketing refers to the sat-
tions, personal selling sales through Web
isfaction of customer needs, wants, and de-
Engineering systems, and expanding mar-
sires concerning the sustainability and ketspace.
preservation of the environment. Eco-labels, The green marketing strategy
eco-brands, and environmental advertise-
implications in the business world in the
ments are part of green marketing tools that
society 5.0 era aim to attract the attention of
can ease consumer perception and increase
a new target market, namely the green
awareness of eco-friendly product features
consumer, improve the quality of green
and aspects. Implementing this policy tool
products, facilitate green promotion, and
plays an important role in changing consum-
increase awareness of eco-friendly products’
er purchase behavior to purchase environ- features and aspects.
mentally friendly products, thereby reducing
Based on the above conclusions, the author
the environmental side effects of the produc-
proposes the following suggestions:
tion process (Fuiyeng & Yazdanifard 2015).
The company should further increase
promotional activities and promote the val-
ues of the environmentally friendly concept
that they want to attach to the product. 186
Advances in Economics, Business and Management Research, volume 180
This study can still be developed further
New Human-centered Society - Japan’s Science
concerning other marketing concepts, such
and Technology Policies for Addressing Global
as the relationship with purchasing deci-
Social Challenges. Cover Story Collaborative
sions, customer satisfaction, and customer
Creation through Global R&D TRENDS in loyalty.
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