Measuring Green Marketing Performance: An Importance Performance Analysis Persepective

This research aims to measure the performance of green products by evaluating the level of satisfaction with green products in Indonesia. An empirical study was conducted among green product consumers in Indonesia using questionnaires, which received around 82 responses. Importance-Performance Analysis (IPA) was employed to test the proposed hypotheses. The results of this study’s empirical analysis support two of its hypotheses, confirming that the eight attributes used in this study could describe consumers' attitudes toward green products. The valuable insights based on Importance-Performance Analysis (IPA) suggest that: (1) Three attributes should be maintained due to their high levels of both importance and performance. These attributes are: the wellness benefits of green products, green product packaging is economical, and green products are environmentally friendly. (2) Four attributes should have lower priority because they show low levels of importance and performance. These attributes are: green product affordability, green product usage compared to similar products, green product performance or quality compared to other products, and choosing green products as the first choice in a category. (3) The manager should divest from the health-related aspect of green products because, while it shows high performance, it is perceived as having low importance.