Year: 2024 | Month: February | Volume: 11 | Issue: 2 | Pages: 595-603
DOI: https://doi.org/10.52403/ijrr.20240260
Ecological Intelligence Marketing: Harnessing Advanced Analytics for Environmentally Responsible Marketing
Gesty Ernestivita1, Mohamad Najmudin2, Titi Laras3
1,2,3Janabadra University, Yogyakarta, Indonesia
Corresponding Author: Gesty Ernestivita
ABSTRACT
In an era marked by increasing environmental awareness and concern, businesses are under mounting pressure to adopt sustainable practices across all facets of their operations, including marketing. This research explores the concept of Ecological Intelligence Marketing (EIM) as a strategic approach to integrating advanced analytics with environmentally responsible marketing practices. EIM aims to empower businesses to make informed decisions that not only drive profitability but also minimize negative environmental impact. This study delves into the theoretical underpinnings of EIM, drawing from literature on sustainability, marketing analytics, and corporate social responsibility. It elucidates the key components of EIM, including the utilization of big data analytics, machine learning algorithms, and predictive modelling techniques to optimize marketing strategies while simultaneously reducing ecological footprint. Moreover, the research investigates the potential benefits and challenges associated with implementing EIM within various organizational contexts. Through empirical analysis and case studies, this research demonstrates the practical application of EIM in real-world scenarios across different industries. It showcases how companies can leverage advanced analytics to develop eco-friendly products, target environmentally conscious consumers, and enhance brand reputation. Additionally, the study explores the role of consumer behaviour and perception in shaping the effectiveness of EIM initiatives. Furthermore, the research examines the implications of EIM for stakeholders, including businesses, consumers, and society at large. It discusses the ethical considerations inherent in environmentally responsible marketing and offers recommendations for fostering transparency, accountability, and trust. In conclusion, this research contributes to the burgeoning field of sustainable marketing by proposing Ecological Intelligence Marketing as a viable strategy for navigating the intersection of business profitability and environmental stewardship. By harnessing advanced analytics, businesses can not only drive competitive advantage but also contribute positively to the preservation of our planet's ecological health.
Keywords: Ecological Intelligence Marketing, Responsible Marketing
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