GREEN MARKETING: STRATEGY FOR GAINING SUSTAINABLE

COMPETITIVE ADVANTAGE IN INDUSTRY 4.0

Ika Purwanti, Muhammad Dzikri Abadi, Umar Yeni Suyanto
Sekolah Tinggi Ilmu Ekonomi KH. Ahmad Dahlan Lamongan
E-mail: ikapoer2@gmail.com

ABSTRACT

This study would like to explains conceptual green marketing and its role as
a source sustainable competitive advantage in industrial revolution 4.0. The
environmental issue is a sizzling topic nowadays as almost every country’s
government and society has started to be more aware of these issues. Plus, there
is currently a phenomenon of industrial revolution 4.0 which demands business
practices to be more consumer-oriented. Public concern over environmental
damage has made marketers know the needs and value of environmentally
friendly marketing, namely green marketing. which is a new strength to create a
sustainable competitive advantage. This study is a library research gathering and
analyzing information from related references and theories, which have become
the basic foundation and sources in analyzing problems in this research. This
study seeks to offer Green Marketing ideas as the latest approach in dealing with
various business threats. The results show that green marketing able to encourage
companies to prepare themselves faster and better, the definition of green
marketing has changed over time according to the growing relevance of
environmental sustainability.

Keywords: green marketing, green marketing mix, green marketing strategy,

sustainable competitive advantage

INTRODUCTION of the earth's ecosystems have been

The issue of environmental depleted and natural resource
preservation has recently become an consumption is expected to increase
important concern for the whole three to six times by 2050. While the
world along with the many problems population is expected to reach more
that will threaten the human than 9 billion people in 2050
environment, such as environmental (Navyar, 2016). Plus, there is
pollution, air pollution, greenhouse currently a phenomenon of the fourth
effect, global warming, narrowing of industrial revolution which demands
tropical rain lands, various waste business practices to be more
problems, and threats other threats, consumer-oriented. The era of
which in turn have an impact on marketers in the fourth industrial
human health and survival. Data revolution marked an increasingly
shows that in the last 50 years, 60% flattering interaction between

176
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producers and consumers. This is and towards a better standard of

phal citation by cyber technology living of consumers. As stated by
which will break down the barrier Grant (2008) that if marketers and
between producers and consumers, customers in exchange get a greater
because communication between value, then both parties feel a greater
them will occur directly. The results benefit as well so that an increase in
of research conducted by Muller, et social welfare.
al. (2018) found that strategic Regarding green consumerism,
opportunities, operational factors, recently the campaign to stop the use
social and environmental factors of plastic straws has been
were positive drivers of the increasingly encouraged. Data
implementation of the fourth collected by Divers Clean Action
industrial revolution. estimates that the use of plastic
Related to the position of straws in Indonesia every day
consumers who are crucial in the era reaches 93,244,847 sticks. When
of the industrial revolution 4.0, stretched, the distance of tens of
understanding the marketing aspects millions of plastic straws is the same
and consumer behaviour is very as five trips from Jakarta to Papua
important. The marketing concept (Pratiwi, 2018). Likewise with the
focuses on business activities and Indonesian Minister of Maritime
social processes carried out by Affairs, Sisu Pudjiastuti, made a call
individuals and groups to get what to stop using plastic straws, because
they need and want through the free it could endanger the ecosystem in
creation, offering, and exchange of the sea and the survival of the
products and services that have value animals in it (Movanita, 2018).
for customers (Kotler and Keller, This study aims to analyze the
2016). Based on this concept, as an role of green marketing analysis in
effort to overcome the various threats creating sustainable competitive
mentioned above, a market/ producer advantage in industry 4.0 era.
approach is proposed through Green Developing environmental initiatives
Marketing. at the operational, managerial, and
In essence, green marketing functional levels might contribute to
must preserve the environment, that minimizing the cost of production
is, companies must use materials that (Hörisch & Schaltegger, 2019) and
do not damage the environment in to increase the positive image and
each stage of the production reputation of the company in external
activities undertaken. Handoko, et al. markets (Sharma & Sharma, 2019).
(2012) suggested that the role of
green marketing in industry LITERATURE REVIEW
revolution 4.0 is as an alternative in As the global competition
efforts to build a positive image of becomes increasingly fierce, how to
the company, closeness to customers, sustain competitive advantage or
sustainable competitive advantage, achieve sustainable competitive
 Green Marketing: Strategy for Gaining Sustainable Competitive Advantage in Industry 4.0 | 178

advantage starts obtaining more competition limits the duration of

attention. A corporate is said to have competitive advantage in most cases,
sustainable competitive advantage therefore most competitive
when the existed or potential advantage is temporary. On the other
competitors can not duplicate or it hand, some competitive advantages
will cost much to imitate (Dirisu et are sustainable if competitors are
al., 2013). unable to imitate the source of
Sustainable competitive advantage or if no one conceives of a
advantage refers to value creation in better offering (David, 2009).
which a firm pursues high innovation At the organizational level, to
by driving market orientation be able to compete sustainably in a
(Kuncoro and Suriani, 2018). During globalized world and be adaptive to
value co-creation while following changes in the era of the industrial
trends such as digitalization and revolution 4.0, organizations must
more critical consumers in selecting have resources that can create value
a product demand corporates to be for organizations that contain four
more innovative in producing their characteristics: valuable resources,
products, product success will lead to rare resources, imperfectly imitable
its market performance. This is resources, non-substitutability
where a product will be considered (Purwanti & Mu'ah, Pengaruh
by consumers, whether the products Intangible Asset terhadap Kinerja
have community peace and solution Keuangan dengan Mediasi
services. The implication is that each Keunggulan Bersaing, 2019). A
corporate which competes in an corporate is said to have sustainable
industry must have a competitive competitive advantage when the
strategy, their application or existed or potential competitors can
implicity. Actually, competitive not duplicate or it will cost much to
strategy is based on developing imitate Considering all those
general formulas about how definitions, there are four points that
marketing activities are able to create can be extracted. First, the subjects
consumer satisfaction that should not of sustainable competitive advantage
interfere with public welfare (green are resources and skills according to
marketing) (Arseculeratne and resource based view (Barney, 1991;
Yazdanifard, 2014; Moravcikova et Madhani, 2010). Second, the media
al., 2017). of sustainable competitive advantage
Barney and Hesterly (2006) is competency or capability
distinguished two types of (Purwanti, Noermijati, & Rahayu,
competitive advantage: temporary 2017).
and sustainable competitive The vital issue is how to
advantage. According to them, transform the subjects of sustainable
competitive advantage typically competitive advantage into the media
results in high profits, but these (Bharadwaj, et al., 1993; Assauri,
profits attract competition, and 2016). Thirdly, the objectives for
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sustainable competitive advantage to During the past decades, many

achieve can be in forms of financial concepts about the environment
returns in accounting viewpoint, or emerged such as global warming or
capability gaps, or the value greenhouse effect, and greenhouse
protection part in the value chain gases among others. These
viewpoint, or customer recognition established a vital concern to respond
from business operation field (Kak to critical issues that arose from
and Sushil, 2002; Lohmann et al., world-wide climate change and
2019; Maury, 2018). natural resource conservation
A firm’s success in using the (Osman et al., 2016). The challenges
resources of their organization to of global warming have led nations
meet the demands of their customers and people develop high concern for
in comparison to their competitors is environmental protection and as a
how you measure competitive result, a new format of business has
advantage. In the slow growth and emerged known as Green Business.
competitive markets, strategic senior The industries who claim that they
managers put their main focus on are environment friendly and have
attaining a competitive advantage concern for society are known as
(Mahdi and Almsafir, 2014). This is green industries, their marketing
the characterization of numerous philosophy is termed as green
modern day business and scholars marketing and their environment
has been the causes of competitive friendly products are known as green
advantage (Prahalad and Hamel, products (Saxena and Khandelwal,
1990; Barney and Clark, 2007). 2010).
With all of this study’s As human wants and needs
definition, four important points can become unlimited, resources are
be looked at closely: subjects, media, becoming limited therefore, it is
objective, and updating. The basic important for marketers to utilize the
principle of sustainable competitive resources efficiently without waste
advantage and its pocess can be so as to achieve organizational
constructed from these four elements objectives. Consumers all over the
in Figure 1 (Mahdi and Almsafir, world are becoming concerned about
2014). the environment and are changing
their behavior with regard to product
purchase, consumption and disposal.
As a result of this, green marketing
has become inevitable with regard to
the growing markets for sustainable
and socially responsible products and
services (Papadas et al., 2019).
The evolution of green
Figure 1. The Process of Sustaining marketing has been discussed based
Competitive Advantage on three phases. The first phase
 Green Marketing: Strategy for Gaining Sustainable Competitive Advantage in Industry 4.0 | 180

termed as “Ecological” green Laheri et al. (2014) analysed the

marketing, in which all marketing concept sustainability marketing,
activities were concerned with highlighting that the initial concept
environment problems and to of ecological marketing developed
provide remedies for environmental into green, greener, and
problems. The focus is on specific sustainability.
environmental problems (such as air At present, concepts such as
pollution or natural resource green, sustainable or organic
depletion) and industries (Ottman, marketing are becoming more widely
1993). The Second phase was used, reflecting the growing interest
“Environmental” Green Marketing of society in the impact of growing
with focus on clean technology that consumption on the environment
involved designing of innovative (Choudri et al., 2016). Organic
new products, which take care of marketing is the study of the positive
pollution and waste issues. This and negative aspects of marketing
phase is characterized by the activities on pollution, energy
recognition that companies’ socio- consumption and non-energy
environmental performance may lead consumption Bachanová et al.,
to competitive advantage and by the 2009). This definition includes the
awareness of broader global following features: green marketing
problems, such as biodiversity loss, as a subset of the overall marketing
proverty, and climate change activity examines positive and
(Peattie, 2001). Third phase was negative activities, and only a limited
“Sustainable” green marketing, range of environmental issues
where it has become essential for (Moravcikova, et al., 2017).
companies to produce The concept of green marketing
environmentally friendly products as is basically a corporate goal
the awareness for such products is on regarding profitability and getting
the rise as customers are demanding better business performance. This
eco-friendly products and concept emphasizes the importance
technologies (Peattie, 2001). of utilizing ecological issues or
Marketers in the third phase of green environmental preservation in the
marketing should seek to meet the preparation of marketing mix, and
full environmental costs of aspects caused by the characteristics
production and consumption to of millennial consumers, such as
create a sustainable economy quality of service received, perceived
(Peattie, 2001). value, impact on the environment,
Sustainable marketing can help and availability of information as
companies to adopt a long term determinants in purchasing (Pappas
perspective and value continuity et al., 2018).
profit, so contributing to find Ginsberg and Bloom (2004)
tradeoffs between business wrote an article describing that
objectives and environmental issues. various green marketing strategies
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were made based on market segment concept of green marketing is the

variables and the company's ability public consensus on the
relative to its competitors, including understanding of green, as stated by
lean green, defensive green, shaded Joel Makower, one of the authors of
green, and extreme green. The four the green marketing book, that there
strategies are then applied to the is no satisfactory definition for "how
marketing mix concept. This article good is good enough" when a
also reveals the division of product or company do green
consumers based on their concern for marketing claims. The statement
the environment. Furthermore, indicates that the development of the
Peattie and Crane (2005) wrote concept of green marketing will also
articles reviewing the history of continue along with the development
green marketing since the early of issues and facts relating to the
1990s and presented criticisms of the global environment, such as issues of
theory and practice of marketing climate change, global warming, and
strategies that are environmentally even changes in the fourth marketing
oriented. The research findings philosophy. The development of the
explain that what is meant by green concept was also triggered by the
marketing in general is only a growing consumer awareness of
philosophy. This study discusses five environmental issues, which
types of green marketing in detail, ultimately led to the emergence of
namely green spinning, green selling, the concept of green consumer.
green harvesting, environmental Other conceptualizations
marketing, and compliance include: 1) A comprehensive new
marketing. as for the existence of a marketing approach consisting of
book by John Grant (2007) entitled designing, promoting, and
"The Green Marketing Manifesto" distributing environmentally friendly
makes the business world's products to meet the needs of
sensitivity to the environment even stakeholders imbued with social
higher. This change raises challenges values (Crassous and Gassmann.
that must be answered for the 2012); 2) Positive marketing actions
company, which can be opportunities aimed at creating value for the
or threats. Smart companies will company, consumers, and the wider
view environmental issues as community (Gopaldas, 2015).
opportunities to satisfy the needs and The above opinion opposes the
desires of consumers, not threats. old assumptions, beliefs, and
Companies will apply environmental traditions and encourages new ways
issues in the marketing activities they of thinking, that marketers'
do, giving rise to new phenomena in consideration refers to the marketing
the marketing world in the form of managerial process that considers the
the concept of green marketing. needs, desires, and goals of
One of the problems that customers in a profitable and
emerged with the development of the sustainable manner. The difference
 Green Marketing: Strategy for Gaining Sustainable Competitive Advantage in Industry 4.0 | 182

between traditional marketing and then the next goal, how the value of
green marketing is explained in each group of customers can
Table 1 below. continue to be enlarged from year to
year. After that, how to use the
Table 1. Differences between Traditional profits obtained from these main
Marketing and Green Marketing objectives, namely to get new
customers at a relatively low cost. So
Distinguishing Traditional the long-term goal is to generate
Green Marketing
Factor Marketing
The party that Companies and Companies, sustainable profits from two groups
involved consumers consumers and the of customers, namely current
environment
Goal 1. Customer 1. Customer
customers and new customers. The
satisfaction satisfaction company's marketing activities
2. Satisfaction of 2. Satisfaction of initiative must be carried out by
the company's achieving company
goals goals prioritizing the community and
3. Minimizing the efforts to create consumer
ecological impact
4. Social welfare satisfaction must not interfere with
Corporate Economic Social responsibility the welfare and peace of the
responsibility responsibility
The reach of The process The entire product community, companies must use
marketing from value chain from the materials that do not damage the
decisions manufacturing acquisition of raw
to product use materials to post-
environment in every stage of
consumption production activities undertaken.
Orientation Orientation on Orientation on the Green Marketing Mix os
product benefits and value of
characteristics the product marketing activities that refer to
Timescale Short-term Long-term green values are reflected in the
Commitment limited High commitment
to consumers commitment implementation of 4P greens, namely
Quality Quality is the Quality is the green products, green prices, green
business of business of all
operations departments / people
places, and green promotions.
Source: Qurniawati (2017) Green Product: If we look at it
from the product side, marketers or
Table 1 above shows that there companies must offer ecological
are important differences in the way products that prioritize long-term
of thinking between traditional and security for their users and the
green marketing. Implementing a environment, are not wasteful of
green marketing philosophy cannot resources, do not produce excessive
be achieved only by forming a waste, and do not involve cruelty to
marketing department to implement animals (Istantia, Kumadi, and
green marketing techniques. An Hifayat 2016). The quality of green
orientation to the environment and products must be valuable and
social welfare needs to include all perceivable, because otherwise the
elements in the organization. The company will be seen as a failure in
main goal of green marketing is to sales (Dangelico and Vocalelli,
find the life time value of the 2017). Mishra and Sharma (2012) in
customer, after the value is obtained their research stated that green
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products emphasize the direct and much as possible the choice of

tangible benefits provided by location is distinguished from
environmentally friendly designs, competitors, by making attractive
reduce, reuse, recycle, more durable, displays using recyclable materials to
repairable, compostable, healthy and emphasize environmental and other
safer in shipment. Thus, green advantages. The firm should choose
products must consider a proper channel of distribution
environmental aspects in the product considering product characteristics,
life cycle so as to minimize negative consumer characteristics and market
impacts on nature and humans. characteristics (Wahab, 2018).
Green Price: Consumers Green Promotion: Papadas, et
perceive prices of green products to al. (2017) claim that the successful
be relatively higher than prices of implementation of green marketing
traditional products. Most consumers depends on good communication
are willing to pay a premium price if (promotion / advertising), because it
there is an additional perception in is very important to educate and
the product (Dangelico and empower consumers. Firms should
Vocalelli, 2017). This increase in focus more on “Green Advertising”
value can be caused by performance, in order to communicate to its green
function, design, attractive shape or customers (who use eco-friendly
taste matching, the superiority of the products) and as well as traditional
environment also influences and can customers (who are not green users)
be a determining factor between about the concept of environmental
value and quality. In general protection. Firms should have special
products, falling prices can increase sales promotion for eco friendly
sales, whereas in products that carry products such as coupons, cash
a prestigious image (green products), refunds, and offers etc to attract
price increases will increase sales consumers. If this works well, the
because products with high prices customer will make a purchase either
will show one's achievement (Singh, by switching brands / products
2012). (switching) or staying with the same
Green Place: Green place is brand / product. The types of green
related to distribution, from marketing ads that are used are
production to consumption, and advertisements that display the
logistics reserves (Mishra and company's image and its
Sharma, 2012). Green products responsibility towards the
which are to be delivered from the environment, promoting a green
point of producers to the point of lifestyle by highlighting a product
ultimate green consumers. The and service (Sabre and Siglo, 2014;
choice of where and when to make a Nandini, 2016). The characteristics
product always available can have a of the green marketing mix are
significant impact on customers. As summarized in Table 2 below.
 Green Marketing: Strategy for Gaining Sustainable Competitive Advantage in Industry 4.0 | 184

Table 2. Characteristics of Green marketing strategy entails four

Marketing Mix different steps: segmentation,
Dimensi-ons Characteristics Source targeting, positioning, and
1. Products have
benefits for differentiation. In the following, the
consumer welfare characteristics of each stepsfor green
and environmental
safety Tseng dan Hung
marketing strategy will be analysed.
Green 2. Green packaging is a (2013), Through segmentation and
product key component in Istantia, et al. targeting, a company identifies the
green products (2016)
3. Information must be groups of consumers to serve. An
clear and open analysis of reviewed studies
regarding quality and
durability highlighted that, in the green
Willingness to pay marketing domain, there are two
premium / more Dangeli-co dan
Green price
expensive prices for Vocalelli (2017) main approaches for segmenting
green products consumers: according to consumers’s
A close-loop
consumer cycle can Mishra dan
characteristics or according to
Green place
reduce costs and Sharma (2012) purchase’s ones (Dangelico and
improve service Volacelli, 2017).
1. Communicate green
products and brand When the purchase needs a
characteristics to high degree of confidence, the
reduce information
asymmetry clearly company should reduce information
Green
2. Green labels and asymmetries and encourage
packaging as an Nandini (2016)
promo-tion
identification of
consumers, when a high compromise
green products is required, the firm should improve
3. Generic and its efficiency, so to reduce costs. In
misleading messages
can produce this way, consumers could be
greenwashing segmented by “why” they buy
instead of “who” buy what. The
Green Marketing Strategy, a results of D’souza et al. (2006) of
holistically conceived strategy must this segmentation lead to the four
also implementation of green clusters of consumer generations:
marketing goals into business plans conventional consumers (non green
(Moravcikova et al., 2017). Green consumers not perceiving benefits of
marketing, as well as traditional the green purchase and adopting an
marketing, carries two great themes: unconscious approach), emerging
marketing mix and marketing green consumers (consumers that
strategy. Marketing strategy is a recognize the benefits of green
continuous cycle in which individual products, but may not be motivated
STP process sequences: to purchase them), price sensitive
segmentation, target market green consumers (consumers aware
selection, and positioning are of environmental labels, but
conducive to competitive advantage unwilling to pay the perceived higher
(Asha’Ari, 2017). According to price), and environmentally green
Kotler and Amstrong (2014), consumers (environmentally
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concerned and ready to buy green 2012), that is also boosted by green
products when they can). The brand image and leads to a higher
greaters is the perception of benefits green brand equity (Chen, 2010).
and the search for information, the D’souza et al. (2013) suggested the
greener is consumer. positioning strategies that
Rex and Bauman (2007) communicate green marketing mix
highlighted that green marketing elements can strengthen corporate
target should be: from targeting reputation.
green consumers with green products The green brand can be
to broadening the targeted consumers positioned through various attributes
by including green features as aone that will contribute to differentiate it
of the many characteristics of a from competitors. Positioning can be
product. Laroche et al. (2001), based on functional or emotional
targeting based on demographic product attributes (Schmuck et al.,
analyses, found that married women 2018). A positioning strategy based
with children represent the most on functional product attributes can
environmentally friendly segment. be enhanced by environmental
Based on this, the authors benefits coming from production
highlighted that marketers may target processes or product usage. Aaker
tis segment as their prime target. (1996), strategies strictly based on
Nyilasy & Gangadharbatla (2015) the functional characteristics of the
suggested that technological tools, product could have some
such as internet, can be help disadvantages: they can be easily
companies to better target green imitated, assume that the consumer
consumers. The authors provided only act in a rational way, can reduce
examples of green targeting actions flexibility or brand differentiation.
available for firms, distinguished in Osman et al. (2016) suggested that
tactical (advertisements in green differentiation strategy of green
focus media, mentioning green marketing must satisfy two
features of products), quasi-strategic objectives: improved environmental
(developing a green brand in addition quality and customer satisfaction. An
to existing brands), and strategic alternative positioning and
(launching a new green strategic differentiation are the emotional,
business unit). based on three possible types of
Positioning and Differentiation. benefits provided by the brand: a
In fact, consumers tend to buy green feeling of well-being (warm glow),
products from green companies. It is possibility of expression through
not simple to make ethical values consumption of green brand as a
and marketing walk together, but status symbol, and benefits arising
investing resources to increase green from sensations and feelings
perceived value could have positive experienced through the contact with
effects on green purchase intentions nature (Kals et al., 1999). The
and green trust (Chen and Chang, authors also found that both
 Green Marketing: Strategy for Gaining Sustainable Competitive Advantage in Industry 4.0 | 186

functional and emotional positioning efficiency. This is consistent with the

in green marketing have positive statement of Lee, et al. (2013) that
effect on brand attitude, however the marketing in the industrial revolution
strongest effect is obtained upon a must be able to meet the needs of
combination of both types of individual customers and be able to
positioning. create value added products. These
statements imply that the potential
RESEARCH METHOD benefits of era 4.0 can be maximized
This study is a literature study by implementing green marketing
gathering theoretical references that suits current needs.
relevant to green marketing and Green marketing strategy
sustainable competitive advantage in brings about certain benefits to a
industry 4.0. The theoretical business which can be harnessed to
references were sought through derived sustainable competitive
international and national reputable advantage. The benefits have been
journals and books that were the reduction in cost of production
considered relevant until September and green marketing would be brand
2019. Studies included in the review loyalty. Studies have proved that
have been analysed with specific consumers attach less importance to
attention to three main topics: brand loyalty in the case of products
definition of green marketing and which carry intrinsic benefits. Green
related concepts, green marketing products are held in a different
strategy, and green marketing mix. perspective owing to their
contribution to the environment.
RESULT AND DISCUSSION There develops a spiritual
The sustainability of the relationship between green products
company's existence in the industrial and customer. Study of Harizan and
revolution era 4.0 certainly requires Rahman (2016) show that spirituality
marketers with specifications that are imposed a significant positive
superior to previous eras. Marketers influence on willingness to purchase
strive to create more value from green products through its personal,
consumers' views of a company's environmental, and communal
products. Marketers must pay dimension. The highest influencing
attention to the welfare and peace of factors was communal spirituality.
the community in marketing their People are thrown into their inner
products. Lasi, et al (2014) state that strength to find answer to meaning
the potential benefits that can be and purpose in life through spiritual
maximized by marketers in industrial pursuits when engaging with green
revolution are product development products. Consumers with high
becoming faster, realizing individual feelings and experiences in personal
demand (product customization), spirituality tend to behave in a way
production that is flexible and fast in that matches his or her personal
responding to problems and resource spirituality values.
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The main goal of green Once the business wants to

marketing is to present consumers gain a sustainable competitive
with the importance of protecting the advantage, it must integrate
environment in the context of environmental thinking into all
product consumption, placing an aspects of marketing (Choudhory,
emphasis on building long-term 2018). This will only be achieved
relationships based on both sides of through the implementation of the
communication, not only with green marketing mix and green
customers but also with other marketing strategy, as the basic
stakeholders and creating the natural prerequisite for future competitive
need to be environmentally struggle has become the solution of
responsible and does not conflict environmental issues and the level of
with the religious norms of implementation of the principles of
consumers. The concept of green green marketing, which will benefit
marketing offers the idea of shared from higher profitability, competitive
responsibility in determining prices, advantage, improved stakeholder
with the intention that prices are not relations and better environmental
just profit margins transferred from performance (Moravcikova et al.,
buyers to sellers, which in some 2017.
contexts often have implications for Green marketing is not only an
the lack of buyer’s bargaining power environmental protection tool but
and strong exploitative efforts, but also as a marketing strategy. Ottman
prices are a joint commitment (2011) states that a green marketing
between the two parties which is will grow and mature, taking
built on the basis of the quality of advantage of opportunities will
relationship in the form of trust, provide opportunities to increase
mutual understanding, cooperation market share in competition.
and not opportunistic behaviour. Environmental issues are growing
Many businesses implement rapidly in the community with global
green marketing, especially for warming. Marketers need to see this
seasons of opportunity, social and phenomenon as one thing that has
environmental responsibility, the potential as a business
pressure from government and opportunity. Green marketing
competition, and cost reduction. strategies began to be implemented,
Getting a competitive advantage can in response to the awareness of
be achieved through seven green products that are sensitive to their
marketing strategies for environment (Gaikwad and Ingavale,
understanding the deeper 2011). Based on the analysis of
connections between customer and various research results, the role of
stakeholder, environmental and marketers in managing green
social values, branding, and marketing can be one of the choices
proactive business (Moravcikova, congruent with the marketing 4.0
2017). concept.
 Green Marketing: Strategy for Gaining Sustainable Competitive Advantage in Industry 4.0 | 188

ORGANIZATION

PERFORMANCE
 Market share MUTU LINGKUNGAN FISIK
 Consumen Satisfaction  Reducing air and water pollution
 Competitive advantage  Conservation of resources and animals
 Profitability  More reservoir energy
 Positive corporate image  Reduction in use of raw materials
 Other environmental improvements

KEUNGGULAN BERSAING
BERKELANJUTAN

Figure 2. The conceptual of Green Marketing Strategy, Green Marketing Mix,

and Sustainable Competitive Advantage (Modified from Kinoti
(2011); Dangelico dan Vocaleli (2017)

CONCLUSION characterized by hyper-competition.

A key area in each business is On the other hand, it should be noted
the right choice of strategy on which that there is a combination of
the further development of the phenomena that have a negative
business and its position in the impact on the environment with
market depends. The present is production and consumption itself.
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Sustainability implies that we now approach is changing. People

have to use all the resources so that generally want to do the right thing,
we do not rely on the same so the challenge and opportunity for
conditions for future generations. green marketers is to make it easy for
Environmental sustainability is people to do it. when all the same-
not just a matter of compliance to quality, price, performance then the
protect natural resources. The benefits of environmental-
challenge to achieve development availability will most likely give tips
sustainability over the coming for getting an environmentally
decades requires radical changes in friendly product.
all production and consumption in This paper has supported
industrial societies. In line with marketing as well as other functional
business demands that increasingly areas of business contributing to
recognize the many competitive environmental problems that support
advantages and business the world today. It has a role in
opportunities that can be obtained finding solutions to these
from eco-sustainability and green environmental problems. This paper
marketing, the world shows evidence is more about marketing through
that many people worry about the green marketing and specifically
environment and change their buying green marketing strategies
behaviour. As a result, there is addressing challenges with positive
sustainable market growth and results from improving
socially responsible products and organizational performance, better
services. The types of businesses that physical environment. It will
are available as well as the products eventually lead to the development
they produce show that the of maintenance towards sustainable
marketing competitive advantage.

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