KnE Social Sciences

Published date: Sep 16 2025

Journal Title: KnE Social Sciences

Issue title: The Mercu Buana Ecobiz Energy International Conference: Sustainability and ESG Reporting in the Energy Sector

Pages: 157 - 172

DOI: 10.18502/kss.v10i21.19701

Daru Asihdaru_asih@mercubuana.ac.idMajor of Management, Universitas Mercu Buana, Jakarta

Nurul Komara FajrinMajor of Management, Universitas Mercu Buana, Jakarta

This research aims to analyze the influence of green marketing strategies on consumer behavior in the energy sector in Indonesia. Using a quantitative approach, data will be collected from 100 respondents who are members of the Mercu Buana University community, known for its “Green Campus” campaign. Regression analysis will be applied to evaluate how green marketing elements, such as eco-labels, sustainability campaigns, and recyclable packaging, influence consumer attitudes and purchasing decisions. This research is expected to demonstrate that green marketing strategies have a significant impact on increasing environmental awareness and consumer preferences for sustainable energy products. It is hoped that the results of this research will provide input and recommendations for companies in the energy sector to design marketing strategies that are not only effective in increasing sales but also support environmental sustainability initiatives. This research will also highlight the importance of consumer education about the benefits of green products to encourage more environmentally friendly behavior in Indonesia.

Keywords: green marketing, consumer behavior, energy sector

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