GREEN MARKETING MIX STRATEGY IN THE PUBLIC SECTOR TO SUPPORT THE NET ZERO EMISSION (NZE) 2060 TARGET (A CASE STUDY OF PT PERUSAHAAN GAS NEGARA TBK., LAMPUNG AREA)

Dewi Balkis Chan; Intan Fitri Meutia; Arif Sugiono; Dian Kagungan

doi:10.37403/strategic.v6i1.488

Dewi Balkis Chan Magister Ilmu Administrasi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Lampung
Intan Fitri Meutia Magister Ilmu Administrasi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Lampung
Arif Sugiono Magister Ilmu Administrasi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Lampung
Dian Kagungan Magister Ilmu Administrasi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Lampung

DOI: https://doi.org/10.37403/strategic.v6i1.488

Abstrak

Objective The transition to net zero emission (NZE) 2060 requires strategic transformation in the energy sector, particularly through sustainable marketing practices in public sector entities and state-owned enterprises. This study aims to analyze the implementation of the green marketing mix (7P) strategy by PT Perusahaan Gas Negara (PGN) Tbk Area Lampung and its implications for supporting the national NZE 2060 target.

Research Method. A qualitative descriptive approach was employed, using in-depth interviews, observation, and document analysis. Data were analyzed using Miles and Huberman’s interactive model. Informants included PGN staff from sales, customer management, and operations, as well as small business (UMKM) customers.

Results. PGN Area Lampung has implemented all seven elements of the green marketing mix, but the strategy predominantly emphasizes economic efficiency—cost savings, safety, and operational convenience—rather than explicit environmental values. The environmental benefits of natural gas as a lower‑carbon transition fuel remain uncommunicated to customers, and staff lack training in sustainability messaging. The existing infrastructure and processes contribute to emission reductions, yet full potential for behavioral change toward NZE 2060 is constrained by centralized pricing policies and limited promotional focus on environmental narratives.

Conclusion. The study concludes that while the current green marketing mix supports emission reductions through fuel switching, achieving the NZE 2060 target requires a shift from functional green positioning to a sustainability‑led approach. Recommendations include integrating environmental messaging into promotions, equipping staff as green ambassadors, and advocating for policy reforms that enable localized green pricing incentives

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