PROPOSED STRATEGY OF SUSTAINABILITY MARKETING TO AVOID GREENWASHING ACTIVITIES (CASE STUDY: PT. AVO INNOVATION & TECHNOLOGY)
The increasing awareness of industry players to change their business processes to promote sustainable concepts is directly proportional to the shift in demand for environmentally friendly products. This led to the emergence of the sustainability concept which was carried out massively among indus...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/72197 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The increasing awareness of industry players to change their business processes to promote sustainable concepts is directly proportional to the shift in demand for environmentally friendly products. This led to the emergence of the sustainability concept which was carried out massively among industry players. Irresponsible implementation of sustainability initiatives will cause consumer confusion and encourage greenwashing activities. This means that any sustainability activities carried out by the company will seem exaggerated and tend not to be in accordance with what is. Through this research, researchers want to know the problems faced by companies in carrying out communication strategies from sustainability programs to stakeholders, especially consumers. The method used in this research is a qualitative method. The researcher conducted interviews with the company's internal parties from the brand director division and marketing division as well as several customers of Avo products. The results of this study state that PT. Avo Innovation & Technology has problems in the communication strategy related to delivering sustainability reports to consumers. According to the concept of Metaphor and Transparency from Baldassarre & Campo (2016), companies are categorized as translucent companies. The strategy used in solving these problems is to raise the level of the company from a Translucent Company to a Transparent Company. This strategy can be implemented by collaborating between the Brand Director division and the Marketing Communication division, creating information posting scheduling, and creating information posting types.
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