Conceptualizing Environmentalism Values Embodied in Green Marketing Strategy

Green marketing strategy is essentially a way promoting environmental core values of the industries, aimed taking advantage of the social intentions toward the organization responsiveness. However, understanding the consumer’s environmentalism values could lead an organization to engage in sustainable operations and cater their specific target market. This positivist inquiry grounded on DTPP theory and hypothesized organizations marketing leverage that possibly enhance consumer’s environmentalism values. Date were collected from stratified chosen participants; and the analyzing result of partial least squares method provided marketing strategies foresight, aims enhancing complying with environmental sustainability production

Keywords:

Sustainable Consumption , Marketing Mix Strategies , Consumer’s Environmentalism Values , Sustainable Production , Green Production