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All Journal Journal of Management and Innovation Entrepreneurship (JMIE)
Nurhasan Zaifullah
Universitas Annuqayah
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences Other

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GREEN MARKETING AS A STRATEGIC DRIVER OF GREEN ECONOMY TRANSFORMATION: A CASE STUDY OF PESANTREN ANNUQAYAH Nurhasan Zaifullah; Maksum Maksum
Journal of Management and Innovation Entrepreneurship (JMIE) Vol. 4 No. 1 (2026): October
Publisher : Yayasan Nuraini Ibrahim Mandiri

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70248/jmie.v4i1.4488

Abstract

Green marketing is rarely examined in faith-based institutions, even though pesantren can drive grassroots sustainability. This study examines how green marketing drives green economy transformation at Pondok Pesantren Annuqayah, Guluk-Guluk, Sumenep, Indonesia. It also assesses the educational impact of this effort on sustainable economic practices in the surrounding community. We used a qualitative case study. Data came from in-depth interviews with 28 purposively selected informants, participatory observation, and document analysis, and were analyzed using the Miles et al. interactive model. The pesantren has institutionalized green marketing across its business units, most fully in the student canteen. It applies four dimensions: green product, green price, green place, and green promotion. Supporting infrastructure strengthens these dimensions. The program has also fostered sustainability-oriented entrepreneurship among alumni and spread green behavior into the community. The main theoretical contribution is a theologically embedded green marketing mix. Green product is governed by the prohibition of harm (la dharar), green price reflects sufficiency (qana'ah), green place follows mutual assistance (ta'awun), and green promotion is mediated by kyai authority. Pesantren managers can use this model to align pricing, sourcing, and communication with religious ethics. Policymakers can use it to engage religious leaders as partners in community-level green economy programs.
Co-Authors Maksum Maksum