Companies should prioritize sustainability

Oct 13, 2025 by wbrum.org 149 views

The Influence of Green Products, Green Promotion, and Green Perceived Value of Garnier Products on Millennial Buying Interest in Medan City

Introduction

In today's fast-paced and increasingly environmentally conscious world, businesses are under pressure to adopt sustainable practices that not only benefit the planet but also drive sales and customer loyalty. One such company that has successfully integrated environmental principles into its business model is Garnier, a leading beauty brand in Indonesia. Through its Garnier Green Beauty program, the company has become a go-to choice for Indonesian consumers, particularly millennials. This article aims to explore the impact of Garnier's green products, green promotion, and green perceived value on millennial buying interest in Medan City.

The Importance of Sustainability in Business

In recent years, consumers have become more aware of the environmental and social impact of their purchasing decisions. As a result, companies are under pressure to adopt sustainable practices that not only reduce their carbon footprint but also contribute positively to the environment. This shift towards sustainability has become a key differentiator for businesses, with consumers increasingly choosing brands that demonstrate social and environmental responsibility. Garnier, as a leading beauty brand, has recognized the importance of sustainability and has implemented green innovations in every aspect of its products, from production to marketing.

Research Methodology

This study employed a quantitative approach, using purposive sampling techniques to select 100 millennial respondents in Medan. Primary data were collected through online questionnaires, while secondary data were sourced from previous studies and literature reviews. Data analysis was conducted using validity tests, reliability tests, and multiple linear regression analysis to examine the relationship between green products, green promotion, green perceived value, and millennial buying interest.

Research Results

The results of this study showed that green products, green promotion, and green perceived value had a significant impact on millennial buying interest in Medan, both individually and collectively. The R value of 0.809 indicates a strong relationship between these variables and buying interest, while the Adjusted R-Square value of 64.3% suggests that the three factors explain most of the purchasing interest. This finding highlights the importance of an environmentally friendly approach for companies in attracting the attention of millennial consumers.

Impact Analysis

The discovery of this study emphasizes the significance of an environmentally friendly approach for companies in attracting the attention of millennial consumers. The product created by considering sustainability has a special attraction in the eyes of young consumers who are increasingly critical of their product choices. Furthermore, the green promotion carried out by Garnier plays an important role in increasing public perception of product values, thus encouraging higher buying interest.

Conclusion

As one of the leading beauty brands in terms of sustainability, Garnier demonstrates that the integration of environmental principles can increase the attractiveness of products in increasingly competitive markets. Green products, green promotion, and green perceived value are not only marketing strategies but also part of corporate social responsibility. With the results of this study, it is expected to provide insight to other companies in implementing a sustainability approach, as well as inspiration to consumers to be more aware of the environmental impact of their products.

Recommendations

Based on the findings of this study, the following recommendations are made:

Companies should prioritize sustainability: Companies should recognize the importance of sustainability and integrate environmental principles into their business model.
Green products should be created: Companies should create products that are not only effective but also contribute positively to the environment.
Green promotion should be carried out: Companies should carry out green promotion to increase public perception of product values and encourage higher buying interest.
Green perceived value should be emphasized: Companies should emphasize the green perceived value of their products to attract the attention of millennial consumers.

Limitations

This study has several limitations, including:

Sample size: The sample size of 100 millennial respondents in Medan may not be representative of the larger population.
Data collection method: The data collection method used in this study may not be comprehensive, and other data collection methods may be more effective.
Generalizability: The findings of this study may not be generalizable to other populations or contexts.

Future Research Directions

Future research should aim to:

Examine the impact of sustainability on consumer behavior: Further research should examine the impact of sustainability on consumer behavior, including purchasing decisions and loyalty.
Investigate the role of green promotion in increasing buying interest: Research should investigate the role of green promotion in increasing buying interest and consumer loyalty.
Explore the relationship between green perceived value and consumer behavior: Research should explore the relationship between green perceived value and consumer behavior, including purchasing decisions and loyalty.

By understanding the impact of green products, green promotion, and green perceived value on millennial buying interest, businesses can develop effective marketing strategies that not only drive sales but also contribute positively to the environment.
Frequently Asked Questions (FAQs) about the Influence of Green Products, Green Promotion, and Green Perceived Value of Garnier Products on Millennial Buying Interest in Medan City

Q: What is the significance of sustainability in business?

A: Sustainability has become a key differentiator for businesses, with consumers increasingly choosing brands that demonstrate social and environmental responsibility. Companies that adopt sustainable practices not only reduce their carbon footprint but also contribute positively to the environment.

Q: How does Garnier's green approach impact millennial buying interest?

A: The results of this study show that Garnier's green approach has a significant impact on millennial buying interest in Medan City. The green products, green promotion, and green perceived value of Garnier products collectively explain most of the purchasing interest among millennials.

Q: What is the role of green promotion in increasing buying interest?

A: Green promotion plays an important role in increasing public perception of product values, thus encouraging higher buying interest. By highlighting the environmental benefits of their products, companies can attract the attention of millennial consumers who are increasingly critical of their product choices.

Q: How can companies prioritize sustainability in their business model?

A: Companies can prioritize sustainability by integrating environmental principles into their business model. This can include creating products that are not only effective but also contribute positively to the environment, carrying out green promotion to increase public perception of product values, and emphasizing the green perceived value of their products.

Q: What are the limitations of this study?

A: This study has several limitations, including a sample size of 100 millennial respondents in Medan City, which may not be representative of the larger population. Additionally, the data collection method used in this study may not be comprehensive, and other data collection methods may be more effective.

Q: What are the future research directions for this study?

A: Future research should aim to examine the impact of sustainability on consumer behavior, including purchasing decisions and loyalty. Additionally, research should investigate the role of green promotion in increasing buying interest and explore the relationship between green perceived value and consumer behavior.

Q: How can companies measure the effectiveness of their sustainability efforts?

A: Companies can measure the effectiveness of their sustainability efforts by tracking key performance indicators (KPIs) such as customer satisfaction, loyalty, and purchasing behavior. They can also conduct regular surveys and focus groups to gather feedback from customers and stakeholders.

Q: What are the benefits of adopting a sustainability approach for businesses?

A: Adopting a sustainability approach can have numerous benefits for businesses, including increased customer loyalty, improved brand reputation, and reduced costs associated with environmental damage. Additionally, companies that prioritize sustainability may be more attractive to investors and employees who share similar values.

Q: How can consumers support companies that prioritize sustainability?

A: Consumers can support companies that prioritize sustainability by choosing products that are environmentally friendly, reducing their own environmental impact, and advocating for policies that promote sustainability. By making informed purchasing decisions, consumers can drive demand for sustainable products and encourage companies to adopt more environmentally responsible practices.

Q: What is the future of sustainability in business?

A: The future of sustainability in business is bright, with more companies recognizing the importance of environmental responsibility and social accountability. As consumers become increasingly aware of the environmental impact of their purchasing decisions, companies that prioritize sustainability will be better positioned to attract and retain customers, investors, and employees.