WORKSHOP KOMUNIKASI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN RAMAH LINGKUNGAN

  • Yuni Tresnawati Universitas Mercu Buana
  • Sri Mulyati Sari Nasution Universitas Mercu Buana

Keywords

Green Marketing Communication, Purchase Decision, Green Promotion, Generation Z, Community Service

Abstract

This study and community service program (PkM) analyze the impact of implementing a Green Marketing Communication (GMC) workshop on increasing environmental knowledge and promoting eco-friendly purchase decisions among Generation Z. The participants, students from SMKN 49 North Jakarta, represent a critical consumer group known for high environmental awareness but also high skepticism towards sustainability claims (greenwashing). The method employed a participatory approach through training, production and marketing simulations, and educational campaigns. The results indicate that the structured, practice-based workshop, particularly focusing on Green Promotion, was effective in significantly enhancing purchase intention and green buying behavior. The program successfully equipped students with an in-depth understanding of sustainable marketing and the practical skills to design persuasive and credible eco-friendly messages. The outputs include a structured green marketing education module and this scientific publication manuscript. This finding contributes to the understanding of how educational interventions can bridge the attitude-behavior gap in young consumers, fostering a more responsible consumption culture

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2025-10-09