The Impact of the Use of Environmentally Friendly Raw Materials and Green Marketing Communication on Corporate Reputation and Profitability in the Manufacturing Industry in Central Java

Authors

  • Rina Juwita Universitas Mulawarman
  • Rizaldy Rizaldy Institut Bisnis dan Ekonomi Indonesia
  • Tirta Yoga Universitas Tribhuwana Tunggadewi

DOI:

https://doi.org/10.58812/wsshs.v2i08.1182

Keywords:

Environmentally Friendly Raw Materials, Green Marketing Communication, Corporate Reputation, Profitability, Manufacturing Industry

Abstract

This study examines the impact of environmentally friendly raw materials and green marketing communication on corporate reputation and profitability within the manufacturing industry in Central Java. Utilizing a quantitative research approach, data were collected from 140 manufacturing firms, analyzed using a Likert scale ranging from 1 to 5. The data were processed with Structural Equation Modeling-Partial Least Squares (SEM-PLS 3) to evaluate the proposed hypotheses. The findings reveal that both the use of environmentally friendly raw materials and green marketing communication have positive and significant effects on corporate reputation and profitability. These results highlight the strategic importance of sustainability practices in enhancing corporate outcomes. The study underscores the value of integrating environmentally conscious operations and effective communication strategies to achieve competitive advantages in the manufacturing sector. By adopting sustainable practices and promoting these efforts through targeted marketing communications, companies can strengthen their market position and financial performance.

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Published

2024-08-30

How to Cite

Juwita, R., Rizaldy, R., & Yoga, T. (2024). The Impact of the Use of Environmentally Friendly Raw Materials and Green Marketing Communication on Corporate Reputation and Profitability in the Manufacturing Industry in Central Java. West Science Social and Humanities Studies, 2(08), 1269–1283. https://doi.org/10.58812/wsshs.v2i08.1182

Issue

Vol. 2 No. 08 (2024): West Science Social and Humanities Studies

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Articles

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Copyright (c) 2024 Rina Juwita, Rizaldy Rizaldy, Tirta Yoga

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