[unpad.ac.id, 30/4/2019] Environmental problems which spread to various sectors compel people to change their mindsets. The application of the concept of green marketing is considered to be the solution to these environmental problems.
This was said by the professor of the Faculty of Agriculture Universitas Padjadjaran, Prof. Dr. Yosini Deliana, Ir., M.Sc., when delivering a scientific speech entitled “Generation of Green Marketing” in the Inaugural Ceremony and Scientific Oration of the Position of Professors held at Grha Sanusi Hardjadinata Unpad Dipati Ukur No. 35 Bandung, Monday (29/4).
At the ceremony, Prof. Yosini was inaugurated as professor of Agricultural Economics at Unpad Faculty of Agriculture.
Prof. Yosini explained, the concept of green marketing is a terminology derived from an ecological perspective. This concept is very close to the implementation of the Sustainable Development Goals (SDGs) which can be applied to all social sites.
If this concept is applied to every layer of the human generation, we could see how different the behavior would be. Currently, said Prof. Yosini, there are four dominant generations, namely the Baby Boomer generation (1946-1964), Generation X (1965-1976), Generation Y (1977-1994), and Generation Z (1994 – 2013).
“Every generation has unique characteristics in terms of expectations, experiences, lifestyle, environment, and values that are understood. This situation affects every generation in their buying behavior,” she explained.
By using the Artificial Neural Network (ANN) model, Prof. Yosini found that there were differences in the level of green behavior between generations. Each of these generations is more likely to have better behavior towards green consumption.
Generation Y is a generation with a higher level of green behavior than other generations, with an average level at the middle level. While the Baby Boomer and X generations have lower levels of green consumption behavior than generation Y and Z.
“Social networking by utilizing information technology has a tendency to influence the perspective of the younger generation to adopt green consumption behavior,” said Prof. Yosini.
Prof. Yosini said, the green concept in the future is no longer talking about environmentally friendly, but more about touching all layers of humans. “Massive intelligent technology is applied in various fields to be inhospitable to human resources. Therefore, smart technology applied in green marketing must be green paradigm,” she concluded. *
Report by Arief Maulana
Translation by Zaki Intan Cindyagita
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