The Influence of Green Marketing Campaign, Sustainability Commitment, and Community-Based Marketing on Brand Preference in Bandung FMCG Sector
DOI:
https://doi.org/10.58812/wsis.v3i02.1691Keywords:
Green Marketing Campaigns, Sustainability Commitments, Community-Based Marketing, Brand Preference, FMCG SectorAbstract
This study investigates the influence of Green Marketing Campaigns, Sustainability Commitments, and Community-Based Marketing on Brand Preference in the FMCG sector in Bandung, using a quantitative analysis approach. Data were collected from 150 respondents using a Likert scale (1-5) and analyzed with SEM-PLS 3. The results reveal that all three variables significantly impact Brand Preference, with Community-Based Marketing showing the strongest effect. Green Marketing Campaigns and Sustainability Commitments also demonstrate substantial positive influences. These findings highlight the growing consumer preference for brands that prioritize environmental responsibility, sustainability, and community engagement. Practical implications include the need for FMCG companies to integrate these elements into their marketing strategies to enhance consumer loyalty and brand positioning.
References
O. Oyeyemi, K. Anjorin, S. Ewim, and N. Sam-Bulya, “Marketing-Driven Supply Chain Innovation: A Framework for FMCG SME Sustainability,” Int. J. Manag. Entrep. Res., vol. 6, pp. 3541–3558, Oct. 2024, doi: 10.51594/ijmer.v6i10.1660.
R. S and S. R, “Emerging Trends in Sustainability Practices Within the FMCG Sector for A Better Future,” Int. J. Sci. Res. Sci. Technol., vol. 11, pp. 435–438, Oct. 2024, doi: 10.32628/IJSRST2411472.
A. N. Igwe, N. L. Eyo-Udo, A. S. Toromade, and T. Tosin, “Policy implications and economic incentives for sustainable supply chain practices in the food and FMCG Sectors,” J. Supply Chain Sustain. Publ., 2024.
U. S. Nwabekee, O. Y. Abdul-Azeez, E. E. Agu, and T. I. Ijomah, “Innovative sustainability initiatives in the FMCG industry: A review of challenges and successes,” 2024.
O. P. Oyeyemi, K. F. Anjorin, S. E. Ewim, A. N. Igwe, and N. J. Sam-Bulya, “The intersection of green marketing and sustainable supply chain practices in FMCG SMEs,” Int. J. Manag. Entrep. Res., vol. 6, no. 10, 2024.
A. Mansour et al., “Developing Green Marketing Strategies: A Comprehensive Analysis of Consumer Behaviour and Business Practices,” Int. Rev. Manag. Mark., vol. 14, no. 6, pp. 206–212, 2024.
E. A. Chidera and G. K. Chinaza, “Green Marketing and Sustainability: A Critical Review of Environmental, Consumer, Corporate, and Regulatory Perspectives,” 2024.
F. Mandung, “The Impact of Sustainability and Environmental Ethics in Product Marketing Campaigns: A Qualitative Study with a Sociological and Economic Approach,” Golden Ratio Data Summ., vol. 4, no. 2, pp. 911–922, 2024.
R. R. Y. Prihatiningrum, A. Fauzi, L. Lutfi, M. A. Imron, and A. Fithoni, “Sustainable Marketing Strategies: Aligning Brand Values with Consumer Demand for Environmental Responsibility,” Glob. Int. J. Innov. Res., 2024, [Online]. Available: https://api.semanticscholar.org/CorpusID:273114114
S. Rani and D. H. Purohit, “Significant Ways and Framework to Improve Indian Brand’s Image from the Adoption of Green Business Practices,” Int. J. Adv. Res. Sci. Commun. Technol., 2024, [Online]. Available: https://api.semanticscholar.org/CorpusID:273944333
E. Desfitri, H. Hefni, Y. Sriwahyuni, N. Afnita, and J. I. Wandi, “Community-Based Education Oriented Towards Socio-Cultural And Religious Values,” Ikhtisar J. Pengetah. Islam, vol. 4, no. 1, pp. 89–100, 2024.
J. Brenton, “Leveraging Place in Community-based Enterprises to Create Long-Term Impact,” in Academy of Management Proceedings, Academy of Management Briarcliff Manor, NY 10510, 2023, p. 12290.
M. Moradi and H. Farzaneh, “The role of local energy markets in low voltage networks: community-based approaches,” 2023.
I. Okonkwo, J. Mujinga, E. Namkoisse, and A. Francisco, “Localization and Global Marketing: Adapting Digital Strategies for Diverse Audiences,” J. Digit. Mark. Commun., vol. 3, no. 2, pp. 66–80, 2023.
A. Iannuzzi, Greener products: The making and marketing of sustainable brands. CRC press, 2024.
A. Nayak, I. Satpathy, and S. Poddar, “The Radical Transformation: Leveraging Green Marketing’s Potential for a Sustainable Future,” in Green Transition Impacts on the Economy, Society, and Environment, IGI Global, 2024, pp. 166–181.
N. Berlian, “Green konsumerisme Sebagai Kritik Terhadap Peran Manusia Dalam Gerakan Lingkungan,” in Proceedings of The National Conference on Indonesian Philosophy and Theology, 2024, pp. 364–372.
G. Sahu, M. Agrawal, and S. Tiwari, “An Empirical Study on Advanced Marketing Practices , Sustainability , and EVM Strategies for Business Growth,” pp. 175–181, 2024, doi: 10.48175/IJARSCT-22325.
V. K. Srivastava, “Impact of Corporate Social Responsibility (CSR) initiatives on brand reputation: A study on how CSR activities enhance brand reputation and consumer loyalty in the context of sustainable marketing practices,” 2024.
M.Puvzhiarasi, Illakiya, D. K. M. Pachiyappan, D. R. D. R. Sathyam, and M. Sharmila, “A Review Article On The Impact And Evolution Of Sustainable Brands,” Int. J. Multidiscip. Res., 2024, [Online]. Available: https://api.semanticscholar.org/CorpusID:273343523
M. Sielicka-Różyńska, “Zrównoważone zachowania konsumentów–wybrane zagadnienia,” in Droga do zrównoważonej gospodarki światowej, Wydawnictwo Uniwersytetu Ekonomicznego w Poznaniu, 2024, pp. 185–193.
I. Hermawan, P. Ginting, and E. S. Rini, “Community-Driven Brand Loyalty: The Interplay of Experience, Benefits, and Engagement,” 2024.
A. R. Mukti and C. Rofiah, “Community-Based Tourism: Destination Branding Model of Segunung Traditional Village”.
P. C. Mandal, “Community-Based Corporate Social Responsibility: Strategies and Initiatives,” in Building Sustainable Human Resources Management Practices for Businesses, IGI Global, 2024, pp. 30–51.
T. Anitha and N. Maliqjan, “Brand Preference towards Cement Industry,” ComFin Res., vol. 11, no. 3, pp. 6–10, 2023.
V. Maheswari and G. Kannan, “Exploring Brand Preference in Fast-Moving Consumer Goods: a Comparative Study of Rural and Urban Consumers in Salem,” ShodhKosh J. Vis. Perform. Arts, vol. 5, no. 1, pp. 1679–1690, 2024, doi: 10.29121/shodhkosh.v5.i1.2024.1808.
D. H. Oh and G. H. Shin, “Effects of Global Brand Value on Consumer’s Preference: Mediating Role of Brand Advertisement,” 2023.
N. Pramila and A. Patel, “A Study on Customer Preference between Swiggy and Zomato: Case Analysis,” Int. J. Res. Publ. Rev. J. homepage www.ijrpr.com, vol. 3, no. 3, pp. 1501–1506, 2022, [Online]. Available: www.ijrpr.com
N. Kumar and R. Nagesia, “Brand preference towards plant growth regulator amongvegetable growers in Junagadh district of Gujarat,” vol. 11, no. 8, pp. 1–9, 2024, doi: 10.35629/9459-11080109.
J. F. Hair, C. M. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modelling (PLS-SEM). 2e Edition. USA: SAGE Publications, 2017.
R. M. Baron and D. A. Kenny, “The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.,” J. Pers. Soc. Psychol., vol. 51, no. 6, p. 1173, 1986.
S. Asakdiyah and D. P. Oskar, “Community Building in the Digital Age: Fostering Brand Loyalty,” Escalat. Econ. Bus. J., vol. 2, no. 01, pp. 35–43, 2024.
I. H. Bhat, S. Gupta, and S. Singh, “The Influence of Sustainability Communication on Consumer Loyalty and Brand Reputation,” in Sustainable Development Goals: The Impact of Sustainability Measures on Wellbeing, Emerald Publishing Limited, 2024, pp. 1–15.
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Frans Sudirjo, Sudarsono Sudarsono, Usup Usup
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Facebook 
Instagram 
Twitter 
Youtube 
westscience.journals@gmail.com