GREEN MARKETING COMMUNICATION STRATEGY AT HALO IJO SUPPORTING ENVIRONMENTAL-FRIENDLY CAMPAIGN TO CONSUMERS

  • Wikan Putra Pamungkas Universitas Negeri Surabaya
  • Putri Aisyiyah Rachma Universitas Negeri Surabaya
Keywords: Marketing Communication Strategy, Green Marketing

Abstract

Air pollution is apressing issue within society, primarily due to the widespread use of motor vehicles emitting carcinogenic exhaust fumes. Recognizing the environmental concern, Halo Ijo is a green losgistic service for goods delivery, has embraced the concept of green marketing. The research aim to understand the marketing communication strategies employed by Halo Ijo to support theris environmentally friendly campaign and identify potential obstacles to their green marketing efforts. This study adopts a case study methodology with a qualitative descript approach, accumulating data through interviews with key figures and observation. The interviewees include the founder of Halo Ijo and two of its couriers. The theoretical framework utilized in this research is based on kotlers’s theory, which outlines the fundamental marketing mix activities: Public Relations, Advertising, Sales Promotion, and Personal Selling. The findings highlight the integration of these marketing mix activities through online media and other initiatives undertaken by Halo IJo to promote their environmentally friendly campaign. These rsearch also aims to identify any challenges or hidrances faced by Halo Ijo in implementing their green marketing strategies.

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Published
2024-05-30
How to Cite
Pamungkas, W., & Rachma, P. (2024). GREEN MARKETING COMMUNICATION STRATEGY AT HALO IJO SUPPORTING ENVIRONMENTAL-FRIENDLY CAMPAIGN TO CONSUMERS. The Commercium, 8(02), 12-25. Retrieved from https://ejournal.unesa.ac.id/index.php/Commercium/article/view/59921
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