Netnographic Insights: Unveiling Green Marketing Strategies for Business Development in Scarlett Cosmetics

Audy Putri Milany; Ira Nuriya Santi; Elimawaty Rombe; Moh. Ali Murad

doi:10.37385/ijedr.v6i1.6926

Authors

Audy Putri Milany Universitas Tadulako
Ira Nuriya Santi Universitas Tadulako
Elimawaty Rombe Universitas Tadulako
Moh. Ali Murad Universitas Tadulako

DOI:

https://doi.org/10.37385/ijedr.v6i1.6926

Keywords:

Netnografi, Green Marketing, Cosmetics

Abstract

In today’s world, both national and international companies are increasingly producing environmentally friendly products and services as part of their Corporate Social Responsibility (CSR) efforts, which positively impact the environment and society. Scarlett Cosmetics is one such company. This study aims to explore the green marketing strategies implemented by Scarlett Cosmetics. A virtual ethnographic approach was employed, utilizing online observation techniques with a "lurking" method on relevant platforms. The study found that Scarlett’s green marketing strategy includes: 1) the use of glass bottles to promote eco-friendly products, 2) environmental awareness campaigns through the #SayangiDiriSayangiBumi program, and 3) a commitment to sustainability. The findings suggest that Scarlett’s green marketing strategy not only enhances its brand image but also fosters increased customer satisfaction and loyalty.

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