Sustainability in Marketing: Exploring the Impact of Green Marketing on Environmental Concern and Customer Satisfaction

Siti Mudrika, Diyono Suharjo, Deni Deni, Iyus Wiadi


Sustainability is an issue that must be paid attention to by various sectors of life, including the marketing sector, which is mentioned as Green marketing. This research wants to explore the role of green marketing in customer satisfaction and loyalty, as well as its role in environmental awareness. Reflecting on previous research, this research uses quantitative descriptive by distributing structured questionnaires, with non-probability purposive sampling with a total of 206 respondents in the capital area, with the category being consumers of FMCG products. This research offers a novelty on how green marketing influences environmental and social concerns. Most research on green marketing was conducted in developed countries, but this research was conducted in developing countries in Indonesia. The findings show that Green Marketing significantly influences consumers in terms of satisfaction and loyalty variables, and has a significant effect on social responsibility and environmental safety, moreover, it influences on product innovation and development. This study seeks to unravel the intricacies of how eco-conscious marketing strategies affect not only consumer contentment but also the environment. This conscious consumer behaviour, particularly among FMCG consumers in Indonesia, underscores the significance of these green aspects in shaping their satisfaction and fostering loyalty, despite potential price increases. Companies must prioritize eco-friendly product development, emphasize sustainability, and effectively communicate their green initiatives to succeed in this landscape. It's evident that consumers today no longer base their purchases solely on personal needs but consider the broader environmental and social impacts, urging marketers to embrace sustainability and responsible practices in their strategies.


Customer Satisfaction, Customer Loyalty, Environmental Safety, Green Marketing, Sustainability

Full Text:



Adhimusandi, D., Sudirman, H. A., & Militina, T. (2021). The Impact of Green Marketing and Corporate Social Responsibility on Brand Image, Purchase Intention, and Purchase Decision (Study on The Body Shop in Samarinda). International Journal of Economics Business and Accounting Research (IJEBAR.

Aggarwal, P., & Kadyan, A. (2011). Greenwashing: The Darker Side Of CSr. Indian Journal of Applied Research, 4(3), 61–66.

Barbarossa, C., & Pastore, A. (2015). Why environmentally conscious consumers do not purchase green products: A cognitive mapping approach. Qualitative Market Research An International Journal.

Bellanger, M., Fonner, R., Holland, D. S., Libecap, G. D., Lipton, D. W., Scemama, P., Speir, C., & Thébaud, O. (2021). Cross-sectoral externalities related to natural resources and ecosystem services. Ecological Economics, 184, 106990.

Cheema, S., Bemisal Durrani, A., Fayyaz Khokhar, M., Tisman Pasha, A., & Scholar, Mp. (2015). Influence of Green Marketing Mix and Customer Fulfillment: An Empirical Study. International Journal of Sciences: Basic and Applied Research (IJSBAR) International Journal of Sciences: Basic and Applied Research, 24(6), 168–177.

Chen, Y.-S., Lai, S.-B., & Wen, C.-T. (2006). The Influence of Green Innovation Performance on Corporate Advantage in Taiwan. Journal of Business Ethics, 67(4), 331–339.

Delafrooz, N., Taleghani, M., & Nouri, B. (2014). Effect of green marketing on consumer purchase behavior. QScience Connect, 2014(1).

Eneizan, B. M., & Wahab, K. Abd. (2016). Effect of Green Marketing Strategy on Customer Satisfaction in Jordan. In Arabian Journal of Business and Management Review (OMAN Chapter (Vol. 5, Issue 9).

Gokarn, S., & Choudhary, A. (2013). Green Marketing: A means for sustainable development. Researchers Word - Journal of Arts, Science & Commerce.

Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M. (2019), "When to use and how to report the results of PLS-SEM", European Business Review, Vol. 31 No. 1, pp. 2-24.

Hasan, Z., & Ali, N. A. (2015). The Impact of Green Marketing Strategy on the Firm’s Performance in Malaysia. Procedia - Social and Behavioral Sciences, 172, 463–470.

Hopkins, M. (2006). What is corporate social responsibility all about? Journal of Public Affairs, 6(3–4), 298–306.

Indrawati. (2015).Metode Penelitian Manajemen dan Bisnis Konvergensi Teknologi Komunikasi dan Informasi, Bandung : Aditama.

Janssens, K., Lambrechts, W., Keur, H., & Semeijn, J. (2020). Customer value types predicting consumer behavior at Dutch grocery retailers. Behavioral Sciences, 10(8).

Jung, J., Kim, S. J., & Kim, K. H. (2020). Sustainable marketing activities of traditional fashion market and brand loyalty. Journal of Business Research, 120, 294–301.

Kewakuma, A. S. V., Rofiaty, R., & Ratnawati, K. (2021). The Effect of Green Marketing Strategy on Customer Loyalty Mediated by Brand Image. JBTI : Jurnal Bisnis : Teori Dan Implementasi, 12(1), 1–11.

Khodkovskaya, Y. V, Fazrakhmanov, I. I., & Nazarova, U. A. (2021). Environmental Safety in the Context of Sustainable Development of the Region.

Kishor Pandey, K., BSingh, P., & Pandey, K. K. (2012). GREEN MARKETING : POLICIES AND PRACTICES FOR SUSTAINABLE DEVELOPMENT. Integral Review-A Journal of Management, 5(1).

Komulainen, H., & Saraniemi, S. (2019). Customer centricity in mobile banking: a customer experience perspective. International Journal of Bank Marketing, 37(5), 1082–1102.

Kotler Philip and Kevin Lane Keller. 2016. Marketing Management. British. Pearson Education Limited.

Machová, R., Ambrus, R., Zsigmond, T., & Bakó, F. (2022). The Impact of Green Marketing on Consumer Behavior in the Market of Palm Oil Products. Sustainability (Switzerland), 14(3).

Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability (Switzerland), 14(18).

Manolov, G., Orlova, D., Khodkovskaya, J., Barkova, E., & Nazarov, M. (2020). A Smart specialization strategy for sustainable development of regions. E3S Web of Conferences, 208.

Mathur, L. K., & Mathur, I. (2000). An analysis of the wealth effects of green marketing strategies. Journal of Business Research, 50(2), 193-200.

Mayasari, I., Wijanarko, A., Wiadi, I., & Cempaka, G. 2022. The Analysis of Consumer Value in Choosing Local Coffee Shop: Survey Study at Jakarta.

Mkik, S., & Mkik, M. (2020). The Effect of Green Marketing on Customer Satisfaction in Morocco. IOSR Journal of Business and Management (IOSR-JBM), 22, 31–35.

Mohammed, A., & Rashid, B. (2018). A conceptual model of corporate social responsibility dimensions, brand image, and customer satisfaction in Malaysian hotel industry. In Kasetsart Journal of Social Sciences (Vol. 39, Issue 2, pp. 358–364). Kasetsart University.

Moscardo, G., & Hughes, K. (2023). Rethinking Interpretation to Support Sustainable Tourist Experiences in Protected Natural Areas. Journal of Interpretation Research, 28(1), 76-94.

Nadanyiova, M., Gajanova, L., & Majerova, J. (2020). Green marketing as a part of the socially responsible brand’s communication from the aspect of generational stratification. Sustainability (Switzerland), 12(17).

Nguyen, T. T. H., Yang, Z., Nguyen, N., Johnson, L. W., & Cao, T. K. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability (Switzerland), 11(9).

Nuryakin, N., & Maryati, T. (2022). Do green innovation and green competitive advantage mediate the effect of green marketing orientation on SMEs’ green marketing performance? Cogent Business and Management, 9(1).

Ottman, J. A. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Sheffield: Greenleaf.

Pancić, M., Serdarušić, H., & Ćućić, D. (2023). Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness. Sustainability (Switzerland), 15(16).

Pandey, D. K. (2011). Green Marketing: A Start to Environmental Safety. Advance in Management.

Peattie, K., & Crane, A. (2005). Green marketing: legend, myth, farce or prophesy? Qualitative Market Research: An International Journal, 8(4), 357–370.

Purnama & Mawangsari (2019). Pengaruh Green Human Resource Management Terhadap Sustainability Business: Pendekatan Konsep. Universitas Mercu Buana Jakarta

Reddy, K. P., Chandu, V., Srilakshmi, S., Thagaram, E., Sahyaja, C., & Osei, B. (2023). Consumers perception on green marketing towards eco-friendly fast moving consumer goods. International Journal of Engineering Business Management, 15.

Riano, J. D., & Yakovleva, N. (2020). Corporate Social Responsibility (pp. 106–117).

Roszkowska-Menkes, M. (2021). Greenwashing. In Encyclopedia of Sustainable Management (pp. 1–6). Springer International Publishing.

Schindler, P. (2019). Business research methods (13th ed.). The McGraw-Hill Companies.

Sekaran, U. and Bougie, R. (2013) Research Methods for Business: A Skill-Building Approach. 6th Edition, Wiley, New York.

Stone, M. A., & Desmond, J. (2007). Fundamentals of Marketing. New York: Routledge.

Supriadi, B., Astuti, W., & Firdiansyah, A. (2017). Green Product And Its Impact on Customer Satisfaction. IOSR Journal of Business and Management (IOSR-JBM), 19, 35–42.

Surya, R, & Banu, P. V. (2014) Introduction to Green Marketing, SSRG International Journal of Economics and Management Studies (SSRG-IJEMS) – volume 1 issue 2 Sep.

Tarabieh, S., Almajali, M., Mohammad, M. AL, & Associate Professor, M. (2021). The Impact of External Green Marketing Mix on Customer Satisfaction A Study of Jordanian Green Consumers.

United Nations. (2021). About the Sustainable Development Goals. Retrieved from

Wu, S.-I., & Lin, S.-R. (2014). The effect of green marketing strategy on business performance: a study of organic farms in Taiwan. Total Quality Management & Business Excellence, 27, 1–16.

Zhang, Y., & Berhe, H. M. (2022). The Impact of Green Investment and Green Marketing on Business Performance: The Mediation Role of Corporate Social Responsibility in Ethiopia’s Chinese Textile Companies. Sustainability (Switzerland), 14(7).

Zsolnai, L. (2011). Environmental ethics for business sustainability. International Journal of Social Economics, 38(11), 892–899.

Zulfiqar, Z., & Shafaat, M. (2015). Green Marketing: Environmental Concern and Customer Satisfaction. In European Journal of Business and Management ISSN (Vol. 7, Issue 1). Online.



  • There are currently no refbacks.

Copyright (c) 2024 International Journal of Multicultural and Multireligious Understanding

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

International Journal of Multicultural and Multireligious Understanding (IJMMU) ISSN 2364-5369
Copyright © 2014-2018 IJMMU. All rights reserved.