Page 552 - Ebook HTKH 2024

- An advertisement that promulgates green lifestyle by highlighting a product or
service;

- An advertisement that depicts environmental responsibility of the corporation.
2.3.4 Green place
It refers to management tactics related to the allocation of green goods, from
production to consumption and; the logistics of recovery. Green place in the new concept
of marketing mix includes two internal and external aspects. The green internal
environment is reflected in the place of production and business. With the sanitary
chemical industry, the top factors are not to discharge toxic waste into the environment;
to use organic natural materials; not to create a polluted workplace.

By external aspect we mean places for offering the products and services which
have the least harm for the environment. It can be seen that a brand cannot be completely
green when transportation is still exhausting and logistics is still causing fuel waste.
Therefore, the distance between the place of production and consumption of products
and the source of raw materials must be optimized, human resources and local customers
must be exploited to the maximum.

2.4. Literature review
2.4.1 Marketing activities for hygiene products
Rajamani, K., Prateeba Devi, J., & Princelin Raj Kumar, N. A. (2022), “Consumer
perception and purchase intention towards personal hygiene products during COVID-
19: Using SEM model” focused on assessing the influence of customers' perception of
hygiene products on purchasing behavior, especially during Covid-19. Data was
collected through 514 respondents in Maduarai and processed by SPSS software.

Specific observed variables were the price, quality, risk, and promotion of hygiene
products such as hand sanitizer, face mask, Soap, matic, and shampoo. The final
conclusion shows that price is the most influential factor on customers' intention to buy
and repurchase, followed by the influence of factors related to product quality. Besides,
availability as well as advertising on TV also increase brand awareness. However,
buyers also believe that they may be at risk with their favorite brands.

Prakash Kumar Gautam and Srijana Khadka (2023) studied “consumer preferences
for feminine hygiene products” under the influence of product innovation. Data were
collected from the responses of 385 women in Kathmandu in the form of a Likert-5
scale. Cronbach's alpha is also used by the author as a reliability test, with the results for
each variable being higher than 0.7, showing high reliability. It is interpreted that
women still make hygiene product purchasing decisions even though they do not have
much knowledge about product innovation.
One of the most notable research papers is “Empowerment strategies in feminine

advertising” by Nina Wehnemann (2020) at Erasmus University Rotterdam. The
subjects of the study were 10 campaigns promoting feminine hygiene products and the
link between the advertising and ethical issues and taboos in the Netherlands. This
product line inherently faces many difficulties when performing advertising activities

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