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This study also provide insights for students to explore more green marketing matters in relation to other variables, so enabling the extensive empirical evidence in
the field. Besides, this paper may be helpful for other researchers to develop scale or index on green marketing which can ease novel researchers to contribute insights in
marketing discipline.
C. Recommendations
This research is not only limited in organization-wide scale, but also industry- wide ones. Perhaps, other industries can follow the electronics sector lead, so that can
tackle the global climate change issues and other environmental issues. Industry collaboration is necessary to manifest efficient and greener operations with green raw
materials sourcing. Industry collaboration can also helps firms inside the industry to utilize patented technology in purpose of green operations.
In addition, this study suggests firms to report or integrate report of triple bottom line matters –economic, environmental, and social sustainability. One of the
most reliable and widely used framework is Global Reporting Initiative, with more than 1,500 companies have adopted the guide.
Furthermore, it is recommended that more companies should join worldwide index, such as Dow Jones Sustainability Index, KLD Index, Calvert Index, FTSE4
Goods Index, and other similar rating companies. The reason is to leverage a firm’s reputation and value. While there are many stock markets in the world, firms are
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fostered not only to trade the stock, but also “trade the environmental practice’. It means that firms should perform well in other two bottom lines, namely
environmental and social sustainability in order to realize sustainable operation and well-being.
D. Limitation of the Study
This study is constrained with lack of index that stresses on green marketing strategy. There should be a common and standardized measurement to assess green
marketing policies and practices of a firm. Furthermore, level of consumer awareness towards environmental issues is still low generally. Consumers still rely on economic
cost, product -features, and -lifetime. In fact, there are many issues that consumers should understand, like take-back and recycling program, extended producer
responsibility, and so forth. That is why conducting research in green marketing strategy may not rely heavily on consumer perspective, otherwise environmentally
focused NGOs, governments, or experts.
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