Analisis Strategi Pemasaran Berkelanjutan Avoskin melalui Green Product dan Green Promotion Marketing

Abstract

This study aims to explore consumer perceptions of sustainable marketing strategies implemented by the local skincare brand Avoskin, particularly through green product marketing and green promotion marketing. In response to the increasing public awareness of environmental issues, Avoskin has positioned itself as an eco-conscious brand by offering skincare products made with natural ingredients and eco-friendly packaging. This research employs a qualitative descriptive method using in-depth interviews with four female consumers aged 18–25 years residing in Sukabumi Regency, West Java. Data were collected using a semi-structured interview guide focusing on consumers’ understanding, experiences, and responses to Avoskin’s green marketing strategies. Thematic analysis was conducted to identify key patterns in the responses. The findings reveal that consumers positively perceive Avoskin's use of natural ingredients, recyclable packaging, and ethical branding. Although not all informants actively participate in environmental campaigns, they expressed support and appreciation for initiatives such as the “Love Avoskin Love Earth” program. Green promotions were considered more meaningful than conventional marketing tactics, as they convey moral and social responsibility. Moreover, these strategies influenced repeat purchases and encouraged consumers to recommend the brand to others. In conclusion, Avoskin’s sustainable marketing approach aligns well with the values and expectations of young consumers, contributing not only to brand loyalty but also to environmental awareness.