GREEN MARKETING DALAM INDUSTRI KONSTRUKSI
Keywords:
Green, Marketing, Industri, KonstruksiSynopsis
Buku ini membahas bagaimana konsep pemasaran hijau berkembang menjadi strategi penting dalam menghadapi tuntutan keberlanjutan di sektor konstruksi. Di tengah meningkatnya isu perubahan iklim, emisi karbon, dan eksploitasi sumber daya alam, industri konstruksi dituntut untuk tidak hanya berorientasi pada keuntungan ekonomi, tetapi juga memperhatikan dampak sosial dan lingkungan. Buku ini menguraikan dasar-dasar green marketing serta keterkaitannya dengan pembangunan berkelanjutan dan praktik green construction.
Pembahasan dalam buku disusun secara sistematis dengan mengintegrasikan berbagai landasan teori seperti Stakeholder Theory, Resource-Based View (RBV), Natural Resource-Based View (NRBV), Triple Bottom Line, Legitimacy Theory, dan Institutional Theory. Selain memberikan pemahaman konseptual, buku ini juga menjelaskan bagaimana perusahaan konstruksi dapat membangun keunggulan kompetitif melalui inovasi hijau, pengelolaan sumber daya yang berkelanjutan, serta penguatan hubungan dengan para pemangku kepentingan.
Lebih lanjut, buku ini mengupas strategi implementasi green marketing dalam perusahaan konstruksi, mulai dari segmentasi pasar hijau, green branding, penciptaan nilai perusahaan, hingga evaluasi kinerja keberlanjutan. Dengan memadukan perspektif akademik dan praktik bisnis, buku ini menjadi referensi yang relevan bagi mahasiswa, dosen, peneliti, maupun praktisi yang ingin memahami peran green marketing dalam mendorong transformasi industri konstruksi menuju pembangunan yang lebih ramah lingkungan, berdaya saing, dan berkelanjutan.
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Published
July 25, 2026
Copyright (c) 2026 Yang Zhibao (Author)
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ISBN-13 (15)
978-634-317-136-2
How to Cite
Zhibao, Y. (2026). GREEN MARKETING DALAM INDUSTRI KONSTRUKSI. Widina Media Utama. https://doi.org/10.59818/9r5qjw78
