Green Marketing in a Coral Reef Business

Abstract

Consumer interest in environmental concerns creates opportunities for companies to apply green marketing in their business activities which will be useful for increasing their sales. Green marketing then becomes an alternative strategy that not only helps the company’s image but also adds value to the company’s business, even consumers demand green choices and are willing to pay higher prices. A business related to the world of coral reefs is very potential to be developed. Numerous individuals particularly the upper-middle class, love the beauty of coral reefs and sea fish through a hobby called “coral tank”. The business coral reefs or seawater aquariums is very promising from a business perspective. However, the business must be developed by ensuring natural sustainability. Therefore, the business related to marine aquariums must be environmentally friendly, which means that the business is not only profitable but also based on the protection of natural or marine resources. The purpose of this research is to create a model or formula for coral reef business strategies based on the for-profit aquaculture industry combined with natural resource protection models. Data collection was conducted through in-depth interviews or in-depth interviews with Indonesian mid-to large-scale coral reef business participants who were members of the Indonesian Coral, Shell, and Ornamental Fish Association or Asosiasi Koral, Kerang, dan Ikan Hias Indonesia (AKKII) with 54 individuals and 20 individuals were sampled. The sampling method used to determine 20 samples is trial sampling, which includes selecting samples based on the characteristics of the sample members that meet the survey objectives. The results show that coral reef entrepreneurs have begun green marketing, especially in the combination of coral reef reproduction and nature protection