Green Marketing in Sustainable Business: Utilizing Fly Ash as a Cement Substitute to Reduce CO 2 Emissions in the Mortar Industry

research


A B S T R A C T
Green marketing has become increasingly important in efforts to achieve sustainable business, especially in the mortar industry.The use of fly ash as a cement substitute has emerged as a technological innovation aimed at reducing CO2 emissions in mortar production.This research explores the close relationship between green marketing and the use of fly ash in this industry, as well as its impact on business sustainability.Through analysis of green marketing strategies, the use of fly ash in mortar composition, and the associated environmental impacts, this research aims to provide indepth insight into how sustainable business practices and technological innovation can collaborate in creating environmentally friendly products.By focusing on this research, companies can advance their efforts to reduce CO2 emissions while strengthening their corporate image as an entity that cares about the environment and is committed to sustainability.This research promotes efforts to replace conventional practices with more sustainable and environmental approaches, leading to broader benefits for our planet and society as a whole.
effort to achieve economic growth balanced with environmental conservation, many companies are focusing on environmentally friendly marketing practices.Through implementing green marketing strategies, companies can not only meet the demands of environmental ethics but also create a competitive advantage by attracting customers who care more about environmentally friendly products and services.
This approach involves all aspects of business, from product design to consumer communications, with the goal of creating sustainable relationships and a positive impact on the planet.
Fly ash material as a mortar-forming material is based on the properties of this material, which are similar to the properties of cement.The similarity of these properties can be seen from two main properties, namely physical and chemical properties.Physically, fly ash material is similar to cement in terms of the fineness of the grains.
According to ACI Committee 226, fly ash has fairly fine grains, which pass through the No. 2 sieve.325 (45 milli microns) 5-27% with a specific gravity between 2.15-2.6 and blackish gray in color.The chemical properties of fly ash are in the form of silica and alumina, with a presentation of up to 80%.The similarity of these properties makes fly ash a substitute material to reduce the amount of cement as a constituent material for highquality mortar.The use of fly ash as a mortar-forming material has a positive impact from an environmental perspective.Fly ash is a very fine residue from burning coal.The fineness of the fly ash grains has the potential for air pollution.Apart from that, fly ash handling is currently limited to landfilling on empty land.Fly ash solid waste, if not handled properly, will cause environmental pollution, both water, air and soil.
Optimizing the use of fly ash waste has the opportunity to be developed for use with the issuance of Republic of Indonesia Government Regulation Number 22 of 2021 which classifies fly ash as Non-B3 Waste.One way to handle fly ash solid waste is to convert it into an adsorbent because fly ash is absorbent in the form of a carbon compound, which has high porosity and a specific surface area and is very good for absorbing gases in the form of VOCs, NOx and SO2 after modification.(Ge et al., 2018) The aim of this research is to analyze the impact of using fly ash as a cement substitute in the mortar industry on corporate green marketing practices and business sustainability, as well as identify effective marketing strategies to reduce CO2 emissions and promote sustainable products in this industry.

Understanding green marketing and green products
According to Chen (2010), Green marketing is a company management strategy to market its products while maintaining environmental sustainability, while green advertising is used as a medium to promote environmentally friendly products.Green advertising includes product characteristics and features, product manufacturing processes, and policies.Green Products are products that are designed or created to have the least bad/negative impact on the environment.Meanwhile, according to Feedough, a green product is a product that considers sustainable factors that minimize negative/bad impacts on the environment throughout the product's life cycle until the product can no longer be used.Products that apply

Fly ash
Fly ash is coal ash, which is part of the residue from burning coal in the form of fine, amorphous particles.
According to Setiwati (2018), fly ash is coal ash in the form of fine, amorphous particles.This ash is an inorganic material formed from changes in mineral matter due to the combustion process.The process of burning coal in a steam generating unit (boiler) will form two types of ash, namely fly ash and bottom ash.
The composition of coal ash consists of 10-20% bottom ash and 80-90% fly ash.Fly ash is captured with an electric precipitator before being thrown into the air through a chimney.In several studies on the effect of using fly ash in mortar, according to Naik et al. (1991), fly ash as a cement substitute has a positive impact on the durability and workability of mortar.

Methods
The research is a qualitative approach that is used to find out or describe the reality of the events being studied so as to make it easier to obtain objective data.This research uses the triangulation method as described by Moleong (2004).The triangulation method is carried out by comparing information or data in different ways.Researchers use different techniques to obtain data from the same source.
Researchers can use observation, in-depth interviews, and documentation.Through various perspectives, it is hoped that results will be obtained that are close to the truth.Therefore, triangulation at this stage is carried out if the truth of the data or information obtained from research subjects or informants is doubtful.Source: Data processed by researchers.Here are ways companies in the mortar industry can promote their products that use fly ash as an environmentally friendly solution, as well as the impact on consumer perception and the sustainability of their business in tabular form:

Results and Discussion
Fly ash (kg) Cement (kg) Table 2.The company's way to promote its products that use fly ash.

Impact on business sustainability
Customer education Educate customers about the use of fly ash in mortar, including environmental benefits.Increase customer trust and sustainability investment.

Conclusion
The promotion of products with fly ash as an environmentally friendly solution can have a positive impact on consumer perception and business sustainability.Consumers who care about the environment are more likely to choose these products, and companies can differentiate themselves from competitors by focusing on sustainability.In the long term, this can lead to increased sales, stronger consumer confidence, and greater investment support for business sustainability.
Meanwhile, Jatake et al. (2013) stated that the use of fly ash could increase the workability of mortar, while the speed of strength development is influenced by the water-cement factor (W/C ratio) and the percentage of fly ash in the mortar mixture.Apart from that, according to Nath et al. (2013), fly ash can reduce drying shrinkage in the mortar of the same class if the ratio of water and binder is adjusted.Fly ash can be used as a cement replacement material to reduce CO2 emissions originating from cement production so that it can contribute to supporting the creation of sustainable development.According to research by Nugraha (2007), waste products from the PLTU reach 1 million tons per year.Coal burning is mostly used in steam power plants.Fly ash is a material that comes from unused coal burning residue.Fly ash has a high cement content and has pozzolanic properties.According to Nugraha (2007), silicate dioxide (SiO2), aluminum (Al2O3), iron (Fe2O3), and calcium (CaO), as well as magnesium, potassium, sodium, titanium, and sulfur in smaller amounts are the contents contained in fly ash.Fly ash will harden with time.One of the important properties of fly ash is self-hardening, and this property resembles the properties of cement.Economically, the use of additional materials to partially replace cement as a mortar or mortar mixture allows for cost reduction by reducing the use of cement.Technically, this material can function as a filler in the mixture and improve workability.The use of this material also has a positive impact on the ecological sector because it has the potential to reduce air pollution and water pollution caused by the accumulation of large amounts of this material.Burning lignite and sub-bituminous coal produces fly ash with more calcium and magnesium oxide than bituminous types.The main components of coal fly ash are silica (SiO2), alumina (Al2O3), iron oxide (Fe2O3), calcium (CaO); and trace amounts of magnesium, potassium, sodium, titanium, and sulfur.The chemical properties of fly ash are influenced by the type of coal burned, storage techniques, and handling.

Sugiyono ( 2015 )
states that qualitative research methods are used by researchers in natural object conditions.According to Moleong (2009), qualitative research is "research that intends to understand phenomena about what is experienced by research subjects, for example, behavior, perceptions, motivations, actions, etc., holistically, and by means of descriptions in the form of words and language, in a special natural context and by utilizing various natural methods".The criteria determined by researchers as research subjects are those who are involved in the activities being researched and know and understand information related to research.Based on this, the subjects in this study were selected using the following criteria: employees, employees with supervisor level and above, and ready to be interviewed.In this research, the employees of the Mortar company in Bekasi.The two employees selected were at supervisor level and above and had a background in working at a mortar company.based on the consideration that qualitative research is more concerned with large amounts of information than the large number of informants.Therefore, the determination of research subjects was carried out using purposive techniques or in accordance with the objectives or criteria of the research population.
2007.Concrete technology.Publisher CV Andi Offset, Arikunto, S. 2010.Research procedures, a practical approach.Jakarta: Rineka Cipta Bungin, Burhan.2003.Analysis of qualitative research data "Philosophical and methodological understanding towards mastery of application models".Jakarta: Raja Grafindo Persada.Arifi E. 2015.Utilization of fly ash as a partial cement substitute to improve the performance of recycled aggregate concrete.Lecturer/

Table 1 .
Mortar work mix formula.