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All Journal Jurnal Terapan Ilmu Manajemen dan Bisnis (JTIMB)
Lovely Joy Gandeza
Manila Adventist College
Economics, Econometrics & Finance Social Sciences

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GREEN MARKETING LITERATURE REVIEW: STRATEGY, CONSUMER TRUST, AND GREENWASHING Lovely Joy Gandeza; Riky Sai Maruli; Van Lal Dika
Jurnal Terapan Ilmu Manajemen dan Bisnis Vol 9 No 1 (2026): JTIMB | Juni 2026
Publisher : Program Studi Magister Manajemen Universitas Advent Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58303/gbxwm344

Abstract

Green marketing has become an important field in contemporary marketing because firms are increasingly expected to integrate business objectives, consumer needs, and environmental responsibility. This article reviews green marketing literature by examining conceptual foundations, strategic dimensions, green marketing mix, consumer behavior, green trust, purchase intention, and greenwashing. A structured narrative literature review was conducted by synthesizing conceptual papers, systematic reviews, bibliometric studies, empirical research, and policy-oriented documents. The review shows that green marketing has evolved from a narrow promotional activity into an integrated business strategy involving product design, pricing, distribution, communication, process improvement, and evidence-based environmental accountability. The findings indicate that perceived green value and green trust are central mechanisms by which green marketing influences green purchase intention and behavior. However, greenwashing weakens these mechanisms by increasing consumer confusion, perceived risk, and skepticism. This article proposes a conceptual framework linking green marketing mix, green perceived value, green trust, green purchase intention, and green purchase behavior, with greenwashing perception as an inhibiting factor.
Co-Authors Riky Sai Maruli Van Lal Dika