ANALISIS IMPLEMENTASI ECOLOGICAL GREEN MARKETING DI WORK COFFEE INDONESIA

Meylinda Rossiana Shalsabilla, Syah Alam, Yokkeu Hanna Candella, Rini Andari

Abstract


Marketing tidak hanya diperlakukan sebagai penjahat utama karena peran nya dalam merangsang permintaan dan konsumsi yang tidak berkelanjutan, tetapi juga sebagai penyelamat lingkungan yang potensial melalui penerapan mekanisme pasar yang mengatasi masalah lingkungan yang dikenal sebagai “Green Marketing”. Work Coffee Indonesia adalah sebuah Coffee shop yang sudah terkenal di Kota Bandung dan merupakan salah satu pelopor Coffee shop yang melaksanakan Green Marketing. Untuk itu peneliti ingin mengetahui lebih lanjut mengenai bagaimana implementasi green marketing yang dilaksanakan pada Work Coffee Indonesia di Kota Bandung. Dengan menggunakan metode penelitian kualitatif dengan pendekatan wawancara kepada pengelola dari Work Coffee Indonesia. Hingga akhirnya didapati bahwa Work Coffee Indonesia menerapkan konsep green marketing sejak pertama kali berdiri. Dengan slogan “Less Waste, More Coffee” serta ”Zero Plastic” yang diimplementasikan dengan mengganti semua alat makan dan minum yang terbuat dari plastik sekali pakai, menajdi bahan yang bisa digunakan kembali. Selain itu, mereka juga mengolah sampah organik menjadi pupuk. Hal ini membuktikan bahwa mereka serius terhadap penerapan green marketing dan tentunya peduli terhadap lingkungan.


Keywords


Green Marketing; Coffee shop

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References


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DOI:

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