Literature Review: Green Marketing Strategy and Green Hospital to Achieve Sustainable Competitive Advantage
Keywords:Green hospital, green marketing, sustainable competitive advantage
Background : The concept of green hospital and green marketing is still rarely applied to hospitals in Indonesia. Even though this strategy is a very good potential. In addition to playing a role in environmental conservation, hospitals can achieve Sustainable Competitive Advantage.
Objective : The aim of this article is focused on green marketing and green hospital strategies and their role in increasing sustainable competitive advantage.
Methods : This article is a literature review of 7 journals from several sources such as Google Scholar, SINTA Journal, and pubmed in the last 10 years.
Result : The core concept of green hospitals focuses on the production and use of energy, water resources, the use of solar energy for electricity and reducing electricity use, good aeration, climatic features, green open spaces and the long-term impact of building materials. The concept plays a role in improving public health while reducing the environmental impact around it. Green marketing is one of the strategies that the hospital marketing team uses today as the key strategy for SCA.
Conclusion : In the end, this concept has 2 goals, improving environmental quality and customer satisfaction. Thus, the implementation of green marketing into a marketing strategy can be the key in achieving sustainable competitive advantage in hospitals.
Afifi, Iqbal, and Ahdia Amini. 2018. “Factors Affecting Relationship Marketing in Creating.” X(2):91–108.
Azmal, Mohammad, Rohollah Kalhor, Nayeb Fadaei Dehcheshmeh, Salimeh Goharinezhad, Zohreh Asadollahi Heidari, and Fereshteh Farzianpour. 2014. “Going toward Green Hospital by Sustainable Healthcare Waste Management: Segregation, Treatment and Safe Disposal.” Health 06(19):2632–40.
Hasan, Zuhairah, and Noor Azman Ali. 2015. “The Impact of Green Marketing Strategy on the Firm’s Performance in Malaysia.” Procedia - Social and Behavioral Sciences 172:463–70.
Sehgal, Purnima. 2017. “Volume 8 Issue 3 [ Year - 2017 ] ISSN 2319 – 9202 Green Marketing : A Tool for Sustainable Competitive Advantage CASIRJ Volume 8 Issue 3 [ Year - 2017 ] ISSN 2319 – 9202.” 8(3):56–66.
Sofiyanurriyanti, . 2017. “Implementasi Proses Bisnis Dalam Upaya Penerapan Green Hospital.” Jurnal Teknik Industri 18(2):149.
Widyastuti, Sri, Muhammad Said, Safitri Siswono, and Dian. 2019. “Customer Trust through Green Corporate Image, Green Marketing Staretgy and Social Responsibility: A Case Study.” European Research Studies Journal XXII(Issue 3):343–59.
Wood, Lincoln C., Chen Wang, Hamzah Abdul-Rahman, and Noor Syakirin Jamal Abdul-Nasir. 2016. “Green Hospital Design: Integrating Quality Function Deployment and End-User Demands.” Journal of Cleaner Production 112:903–13.
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