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"This special issue will assemble a set of current, comprehensive/extended review articles/chapters written by distinguished experts on the state-of-the-art of marketing research and future prospects in the transition towards sustainable society. Reviews have been written for impact on marketing thought and clearly articulate the significance, and present critical perspectives and integrated theories on marketing for sustainability. This special issue features contributions from several top scholars including former editors of top journals in marketing. "

"Isu sustainability atau keberlanjutan yang kian marak di kalangan publik turut memengaruhi para pelaku usaha untuk menyesuaikan produk yang mereka jual, berikut strategi bisnis dan pemasaran yang mereka lakukan, dengan masalah keberlanjutan alam. Industri retail di Indonesia pun tak luput dari pengaruh tersebut, yang mana dibuktikan dengan bermunculannya retail ramah lingkungan serta penerapan strategi berkelanjutan dalam bisnis mereka. Untuk memasarkan produk mereka dan menarik perhatian konsumen, para pelaku usaha harus memerhatikan strategi komunikasi pemasaran yang mereka lakukan. Maka dari itu, penelitian ini dilakukan dengan tujuan untuk menganalisis pengaruh penerapan bauran Integrated Marketing Communication atau Komunikasi Pemasaran Terpadu, dengan mediasi dari citra merek (brand image), terhadap perilaku konsumen (consumer behavior) dalam konteks industri berkelanjutan (sustainable). Peneliti menetapkan Superindo sebagai objek penelitian ini, karena Superindo merupakan salah satu pelaku retail ternama di Indonesia yang telah menerapkan strategi retail yang berkelanjutan. Penelitian ini dilakukan dengan menerapkan paradigma positivistik dan metode kuantitatif berupa survei yang dilakukan dengan menyebarkan kuesioner kepada 205 responden yang memenuhi syarat melalui berbagai sarana media sosial, seperti Instagram, Telegram, dan WhatsApp. Hasil penelitian menunjukkan bahwa di antara lima bauran IMC, hanya periklanan (advertising), promosi penjualan (sales promotion), serta humas dan publisitas (public relations and publicity) yang mampu memengaruhi perilaku konsumen berkelanjutan (sustainable consumer behavior) secara langsung dan positif. Sementara itu, apabila melibatkan efek mediasi dari citra merek berkelanjutan (sustainable brand image), hanya dua bauran IMC yakni hubungan masyarakat dan publisitas (public relations and publicity) dan penjualan personal (personal selling) yang dapat memengaruhi perilaku konsumen berkelanjutan (sustainable consumer behavior). Namun secara keseluruhan, bauran IMC yang dimediasi oleh sustainable consumer behavior dapat memengaruhi sustainable consumer behavior secara positif. Hal ini menunjukkan bahwa penerapan IMC dapat memengaruhi sustainable consumer behavior, dan dapat menjadi bagian yang penting dalam strategi komunikasi pemasaran suatu usaha.

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The issue of sustainability, which is increasingly widespread among the general public, has begun to influence businesses to adapt the products they sell, along with the business and marketing strategies they implement, to the issue of natural sustainability. The retail industry in Indonesia is not immune from this influence, as proven by the emergence of environmentally friendly retail businesses and the implementation of sustainable strategies in their business. To market their products and attract the attention of consumers, it is necessary for businesses to pay attention to the marketing communication strategies they use. Therefore, this research was conducted with the aim of analysing the effect of implementing the Integrated Marketing Communication mix, with the mediation effect from brand image, on consumer behavior in the context of sustainable industry. Superindo is chosen the object of this research because Superindo is one of the well-known retail players in Indonesia that has implemented sustainable retail strategy in their business. This research was carried out by applying quantitative methods in the form of survey, which was conducted by distributing questionnaires to 205 respondents who met the requirements via various social media tools, such as Instagram, Telegram, and WhatsApp. The research results show that among the eight IMC mixes, only advertising, sales promotion, and public relations and publicity are able to directly and positively influence sustainable consumer behavior. Meanwhile, by involving the mediating effect of sustainable brand image, it is found that only two IMC mixes, namely public relations and publicity and personal selling, can influence sustainable consumer behavior. However, by involving the mediating effect of sustainable brand image, the implementation of IMC mixes as a whole is able to positively influence sustainable consumer behavior. In conclusion, IMC mixes can influence sustainable consumer behavior and can be an important part in the marketing communication strategy of a business."

"In the 2012 edition of its flagship report, Worldwatch celebrates the twentieth anniversary of the 1992 Earth Summit with a far-reaching analysis of progress toward building sustainable economies. Written in clear language with easy-to-read charts, State of the World 2012 offers a new perspective on what changes and policies will be necessary to make sustainability a permanent feature of the world's economies. "

"Profil Perusahaan Minopelepon merupakan merek fashion lokal yang mengusung konsep sustainable yang berdiri sejak tahun 2020. Minopelepon menjual atasan, celana, dan outerwear dengan tiga jenis pola yang berbeda. Minopelepon menggunakan Acacia Wood Chip sebagai bahan dasar produk-produknya. Kegiatan pemasaran yang telah dilakukan Minopelepon sejauh ini adalah content marketing melalui media sosial Instagram. Analisis SWOT Strengths (Kekuatan) Menggunakan bahan yang ramah lingkungan (Acacia Wood Chip) dan berkualitas. Memiliki pola dan pemilihan warna yang unik dan bold dengan desain yang sederhana sehingga tetap cocok digunakan untuk aktivitas sehari-hari. Memiliki nilai lebih dibandingkan kompetitor karena tidak hanya menggunakan bahan yang ramah lingkungan tetapi mengedepankan kesejahteraan pembuat produk, yaitu penjahit rumahan. Weaknesses (Kelemahan) Kegiatan pemasaran yang hanya terbatas pada satu media sosial saja, yaitu Instagram. Pilihan produk yang masih sedikit. Belum menetapkan positioning yang jelas. Belum menjadi top of mind dalam kategori sustainable fashion. Opportunities (Peluang) Meningkatnya kesadaran masyarakat akan pentingnya untuk mulai peduli dengan lingkungan. Masyarakat Indonesia sudah mulai tertarik dengan sustainable fashion. Semakin berkembangnya media digital yang dapat dimanfaatkan untuk kegiatan pemasaran bagi merek fashion (baik dari segi promosi maupun penjualan produk). Masyarakat Indonesia memiliki kebiasaan untuk mencari informasi dan membeli produk fashion secara online. Threats (Hambatan) Memiliki kompetitor yang sudah mengoptimalkan media digital untuk kegiatan pemasaran dan lebih dikenal oleh khalayak. Penempatan produk beberapa kompetitor sudah lebih luas. Rumusan Masalah Rendahnya brand awareness Minopelepon dan positioning yang belum jelas. Tujuan Menunjukkan nilai yang dibawa oleh Minopelepon kepada khalayak sasaran yang lebih luas. Meningkatkan brand awareness dari 26% menjadi 46% Khalayak Sasaran Demografis: Perempuan, usia 20-35 tahun, dan SES A-B Geografis: JABODETABEK, Bandung, Yogyakarta, Surabaya, dan Bali Psikografis: Memiliki minat dibidang fashion, lifestyle, tertarik untuk menjaga lingkungan, dan tertarik untuk menerapkan sustainable living. Positioning Minopelepon merupakan merek sustainable fashion yang unik dan berani, yang peduli dengan lingkungan dan orang dibalik pembuatan produknya. Strategi Big idea untuk perencanaan program pemasaran digital ini adalah “Be the Boldest Version of Yourself with Minopelepon”. Strategi program ini menggunakan kerangka kerja 5A yang terdiri dari lima tahapan nonlinear, yaitu aware, appeal, ask, act, dan advocate, melalui content marketing, social media advertising, influencer marketing, e-commerce, dan sales promotion. Periode Januari – Juni 2022 Anggaran Rp18.026.000 Pemantauan dan Evaluasi Pemantauan: Kegiatan pemantauan dilakukan setiap hari selama program pemasaran digital berlangsung dengan metode observasi. Kegiatan pemantauan dilakukan untuk memastikan program-program dilakukan sesuai dengan perencanaan yang disusun dan dilaksanakan sesuai linimasa. Output: Dapat mencapai jumlah pengikut pada masing-masing media promosi yang digunakan, engagement rate, impressions, reach pada iklan dan social media influencer, pengunjung profil, tag, dan penjualan sesuai angka yang telah ditetapkan. Alat pengukuran yang digunakan adalah dengan melihat Instagram Insights, TikTok Analytics, dan Shopee Dashboard. Outcome: Meningkatnya brand awareness Minopelepon, terbentuk pandangan khalayak yang positif terhadap Minopelepon dalam kategori sustainable fashion, dan khalayak sasaran tertarik untuk mengetahui lebih lanjut dan membeli produk Minopelepon.

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Company Profile Minopelepon is a local fashion brand that carried a sustainable concept that was established in 2020. Minopelepon sells tops, pants, and outerwear with three different patterns. Minopelepon uses Acacia Wood Chip as the material for their products. Minopelepon has been doing content marketing through Instagram as their marketing activity. SWOT Analysis Strengths: Minopelepon uses eco-friendly (Acacia Wood Chip) and high-quality materials. The products have a unique and bold pattern and color, with a simple design. So, it is suitable for daily activities Minopelepon has more value than their competitors because they use eco-friendly materials and prioritize a better life for their product maker, which is the home tailor. Weaknesses: The marketing activity is limited to one social media, which is Instagram. The product selection is still limited. Minopelepon has not created a clear positioning yet Minopelepon is not yet the top of mind in the sustainable fashion category. Opportunities: People are more aware of the importance of taking care of the environment. Indonesian people are interested in sustainable fashion. The growth of digital media that can be used for marketing activities (for promotion or to sell the products). Indonesian people have a habit of seeking information and buying fashion products through online media. Weaknesses: Minopelepon has several competitors who have optimized digital media for marketing activities and are more well-known. The distribution of the products from several competitors is wider. Problem Statement Minopelepon has low brand awareness and unclear positioning. Objective • Show Minopelepon's value to broader target audiences. • Increase brand awareness from 26% to 46% Target Audience Demographic: Female, 20-35 years old, and SES A-B Geographic: JABODETABEK, Bandung, Yogyakarta, Surabaya, and Bali Psychographic: Having an interest in fashion and lifestyle, interested in protecting the environment, and interested in implementing sustainable living. Positioning Minopelepon is a unique and bold sustainable fashion brand, which cares about the environment and the people behind the product. Strategy The big idea of the digital marketing program plan is "Be the Boldest Version of Yourself with Minopelepon." This program strategy uses the 5A framework, which consists of five nonlinear stages, namely aware, appeal, ask, act, and advocate, through content marketing, social media advertising, influencer marketing, e-commerce, and sales promotion. Period January - June 2022 Budgeting Rp18.026.000 Monitoring and Evaluation Monitoring: Monitoring is conducted regularly every day during the digital marketing program using the observation method. It is also to ensure that plans are going well according to the digital marketing plan and the timeline. Output: Able to reach the number of followers on each promotional media used, engagement rate, impressions, reach on advertisements and social media influencers, profile visitors, tags, and sales according to predetermined numbers. The measurement tools used are by looking at Instagram Insights, TikTok Analytics, and the Shopee Dashboard. Outcome: Increased brand awareness of Minopelepon, formed a positive view of Minopelepon in the sustainable fashion category, and the target audience is interested in knowing more and buying Minopelepon products."

"Penelitian ini dilakukan dengan tujuan untuk mengetahui dampak antara sustainable marketing terhadap customer loyalty dengan mediasi brand image pada toyota Indonesia. Berlandaskan dari teori triple bottom-line, penelitian ini membagi sustainable marketing kedalam tiga dimensi yang berbada yaitu economic sustainability, social sustainability, dan environment sustainability. Dari ketiga dimensi itu akan diuji keterkaitannya dengan varibel mediasi yakni brand image dan bagaimana dampaknya terhadap customer loyalty dari toyota Indonesia. Data pada penelitian ini dianalisis menggunakan metode Partial Least Squares Structrual Equation Modelling. Hasilnya menunjukkan bahwa praktik sustainabel marketing berpengaruh positif terhadap brand image dan customer loyalty. Selain itu, brand image bertindak sebagai perantara antara sustainabel marketing dan customer loyalty.

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This research was conducted with the aim of determining the impact of sustainable marketing on customer loyalty by mediating brand image at Toyota Indonesia. Based on the triple bottom-line theory, this research divides sustainable marketing into three different dimensions, namely economic sustainability, social sustainability and environmental sustainability. The three dimensions will be tested for their relationship to the mediating variable, namely brand image and how it impacts customer loyalty from Toyota Indonesia. The data in this study were analyzed using the Partial Least Squares Structrual Equation Modeling method. The results show that sustainable marketing practices have a positive effect on brand image and customer loyalty. Apart from that, brand image acts as an intermediary between sustainable marketing and customer loyalty."