Increased consumer awareness

Oct 13, 2025 by windailys.com 140 views

The Influence of Green Marketing Strategy on Decisions to Buy Written Pencils and Faber Castell Color Pencils in Medan

Introduction

The increasing global warming has made green marketing (green marketing) an important issue in the business world. Green marketing is a necessity for producers and consumers to create a healthier environment. In the concept of green marketing, companies prioritize environmentally friendly aspects from the beginning of the production process to the final product. One example is Faber Castell who has implemented a Green Marketing strategy in their written pencil production process and color pencil.

Background of the Study

The city of Medan is a major urban center in Indonesia, known for its rapid economic growth and increasing consumer awareness of environmental issues. As a result, consumers in Medan are increasingly looking for products that are environmentally friendly and sustainable. Faber Castell, a well-known stationery brand, has implemented a Green Marketing strategy in their production process, which includes the use of recycled materials and environmentally friendly production processes.

Research Objectives

This research aims to investigate the effect of the Green Marketing strategy, including green products, prices, distribution, and promotion, on the decision to purchase written pencils and Faber Castell color pencils in Medan. The research objectives are:

To analyze the influence of green products on purchasing decisions
To examine the effect of prices on purchasing decisions
To investigate the impact of distribution on purchasing decisions
To study the role of promotion on purchasing decisions

Methodology

This study uses marketing management theory with a focus on green products, prices, distribution, promotion, and purchasing decisions. The research method used is quantitative descriptive with the research population is all consumers of Faber Castell stationery products in Medan. The sampling technique is convenience sampling with 100 respondents who have used Faber Castell products. Research data were collected through interviews, questionnaires, and documentation studies.

Data Analysis

Data analysis is carried out using multiple regression. The results showed that the four green marketing variables, namely green products, prices, distribution, and promotion, have positive and significant influence on purchasing decisions. The coefficient of determination (R²) shows that the four variables are able to explain 95.7% of the purchase decision variable, while the remaining 4.3% is explained by other variables that are not examined in this study.

Deeper Analysis

The results of this study indicate that the Green Marketing strategy has an important role in encouraging the decision to purchase Faber Castell products in Medan. Consumers in Medan increasingly care about the environment and tend to choose products that are environmentally friendly. This can be seen from the positive influence of the four green marketing variables on purchasing decisions.

Factors that Explain the Results

Several factors can explain the results of this study:

Increased consumer awareness: Medan community is increasingly aware of the negative impact of global warming and the importance of protecting the environment. They are more likely to choose environmentally friendly products, such as Faber Castell Pencils who use recycled materials and environmentally friendly production processes.
Competitive advantage: Green marketing strategy provides a competitive advantage for Faber Castell in the Medan stationery market. By offering environmentally friendly products, Faber Castell can attract consumers who care about the environment and increase brand loyalty.
Media and Government Support: Increased public awareness of the environment is supported by media campaigns and government policies that encourage the use of environmentally friendly products. This makes the Green Marketing Faber Castell strategy more effective and well received by consumers.

Implications for Marketers

This research has important implications for marketers, especially in the stationery industry:

The Importance of Green Marketing Strategy: Green Marketing Strategy is increasingly important to increase product competitiveness in the market. Companies need to implement a comprehensive and transparent green marketing strategy to build consumer trust.
Achieve added value: The company needs to highlight the added value of environmentally friendly products to consumers. Information about environmentally friendly production processes, the use of recycled materials, and the positive impact of the product on the environment needs to be conveyed clearly and easily understood by consumers.
Building long-term relationships: Green marketing strategies can help companies build long-term relationships with consumers who care about the environment. By showing commitment to environmental sustainability, companies can build consumer trust and loyalty.

Conclusion

This study shows that the Green Marketing strategy has a positive and significant influence on the decision to purchase written pencils and Faber Castell color pencils in Medan. Consumers in Medan are increasingly aware of the importance of protecting the environment and more likely to choose environmentally friendly products. Companies need to continue to develop innovative and effective green marketing strategies to meet the needs of consumers and increase product competitiveness in the market.

Recommendations

Based on the findings of this study, the following recommendations are made:

Companies in the stationery industry should implement a comprehensive and transparent green marketing strategy to build consumer trust and increase product competitiveness.
Companies should highlight the added value of environmentally friendly products to consumers, including information about environmentally friendly production processes, the use of recycled materials, and the positive impact of the product on the environment.
Companies should build long-term relationships with consumers who care about the environment by showing commitment to environmental sustainability.

Limitations of the Study

This study has several limitations, including:

The study was conducted in Medan, Indonesia, and the findings may not be generalizable to other cities or countries.
The study only examined the influence of green marketing variables on purchasing decisions and did not examine other factors that may influence purchasing decisions.
The study used a convenience sampling technique, which may not be representative of the population.

Future Research Directions

Future research should examine the following:

The influence of green marketing variables on purchasing decisions in other cities or countries.
The impact of other factors, such as social media and word-of-mouth, on purchasing decisions.
The development of innovative and effective green marketing strategies to meet the needs of consumers and increase product competitiveness in the market.
Frequently Asked Questions (FAQs) about the Influence of Green Marketing Strategy on Decisions to Buy Written Pencils and Faber Castell Color Pencils in Medan

Q: What is green marketing, and how does it relate to the study?

A: Green marketing is a marketing strategy that focuses on promoting environmentally friendly products and services. In the context of this study, green marketing refers to the efforts of Faber Castell to promote their written pencils and color pencils as environmentally friendly products.

Q: What are the key findings of the study?

A: The study found that the four green marketing variables (green products, prices, distribution, and promotion) have a positive and significant influence on purchasing decisions. The coefficient of determination (R²) shows that the four variables are able to explain 95.7% of the purchase decision variable.

Q: What are the implications of the study for marketers?

A: The study has important implications for marketers, especially in the stationery industry. It highlights the importance of implementing a comprehensive and transparent green marketing strategy to build consumer trust and increase product competitiveness.

Q: What are the key factors that explain the results of the study?

A: The study found that several factors contribute to the positive influence of green marketing on purchasing decisions, including:

Increased consumer awareness of environmental issues
Competitive advantage of green marketing strategy
Media and government support for environmentally friendly products

Q: What are the recommendations of the study for companies in the stationery industry?

A: The study recommends that companies in the stationery industry should:

Implement a comprehensive and transparent green marketing strategy
Highlight the added value of environmentally friendly products to consumers
Build long-term relationships with consumers who care about the environment

Q: What are the limitations of the study?

A: The study has several limitations, including:

The study was conducted in Medan, Indonesia, and the findings may not be generalizable to other cities or countries
The study only examined the influence of green marketing variables on purchasing decisions and did not examine other factors that may influence purchasing decisions
The study used a convenience sampling technique, which may not be representative of the population

Q: What are the future research directions suggested by the study?

A: The study suggests several future research directions, including:

Examining the influence of green marketing variables on purchasing decisions in other cities or countries
Investigating the impact of other factors, such as social media and word-of-mouth, on purchasing decisions
Developing innovative and effective green marketing strategies to meet the needs of consumers and increase product competitiveness in the market

Q: What are the practical implications of the study for consumers?

A: The study has practical implications for consumers, including:

Increased awareness of the importance of environmentally friendly products
Greater demand for environmentally friendly products
Increased pressure on companies to adopt environmentally friendly practices

Q: What are the theoretical implications of the study for marketing theory?

A: The study has theoretical implications for marketing theory, including:

The importance of green marketing in building consumer trust and increasing product competitiveness
The role of green marketing in shaping consumer behavior and preferences
The need for companies to adopt environmentally friendly practices to meet the needs of consumers.