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Ilma Wulansari Hasdiansa
Fakultas Ekonomi Dan Bisnis, Program Studi Manajemen, Universitas Negeri Makassar
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Mathematics Medicine & Pharmacology Public Health Social Sciences Other

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Journal : META - JOURNAL

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Green Marketing vs. Green Marketing Greenwashing: A Narrative Review Hasdiansa, Ilma Wulansari
Maksimal Jurnal : Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan Vol 3 No 2 (2025): December
Publisher : Abadi Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/meta-journal.v3i2.402

Abstract

The food and beverage (F&B) industry in Indonesia has experienced rapid growth in recent years, yet it faces serious environmental sustainability challenges due to the waste and emissions it generates. Green marketing has emerged as an environmentally oriented marketing strategy to respond to consumer demand for eco-friendly products, whereas greenwashing represents a manipulative practice in which companies make misleading environmental claims for image purposes only. This study is a narrative review of literature published between 2021 and 2024 on green marketing versus greenwashing, with a focus on the Indonesian F&B industry. The review indicates that many Indonesian F&B firms have begun to adopt green marketing initiatives—such as the use of sustainable raw materials and recycled packaging—to build long-term competitive advantage. However, greenwashing is also increasingly prevalent, contributing to consumer skepticism and eroding trust in brands. Indonesian consumers are becoming more aware of environmental claims and demand greater transparency, with studies reporting that roughly one quarter of consumers distrust eco-friendly claims made by food brands. Prior research further shows that greenwashing practices negatively affect purchase intention and brand image by increasing skepticism and stimulating negative word of mouth, thereby strengthening calls for stricter regulation. To achieve long-term success, F&B companies must prioritize authentic green marketing and transparency over greenwashing; genuine commitment to sustainability can enhance consumer trust and competitiveness, whereas false green claims risk damaging reputation and customer relationships.
Co-Authors Abadi, Rahmat Riwayat Adam Ramadhan Adio, Matthew Olufemi Agung Widhi Kurniawan Ahmad Farhan, Ahmad Akmal Hidayat Akmar Akilah Kautsar Al Maududi Bahmar Alim Bahri Andhani, Rima Andi Anggi Kemalasari Andi Ardiansyah Sonda Andi Muhammad Irfan Andi Mustika Amin Andi Nailah Quin Azisah Alisyahbana Andika Isma Annajmi Rauf Annisa Nur Awalia Anwar Anwar Anwar Anwar Anwar Ramli Anwar Ramli Arifiansyah, Rully Ashabul Kahfi Ashabul Kahfi, Ashabul Aslam, Annisa Paramaswary Azis, Fajriani Azisah Alisyahbana, Andi Nailah Quin Basir, Badirun Basri Bado Burhanuddin Burhanuddin Burhanuddin Burhanuddin Burhanuddin Burhanuddin Burhanuddin Chalid Imran Musa Chalid Imran Musa Deddy Ibrahim Rauf Deswalantri Deswalantri Elsafitri Elsafitri Eva Yuniarti Utami Eva Yuniarti Utami Fachry Abda El Rahman Fahira Kamilia Salsabila Fajriani Azis Faslul Rahman Haeruddin , Muhammad Ilham Wardhana Haeruddin, M. Ilham Wardhana Haeruddin, Muh. Ilham Wardhana Hajar Dewantara Hardiyanti, Andi Aryani Hasbiah, Siti Hasbiah, Sitti Hery Purnomo Hety Budiyanti Ika Wahyu Pratiwi Ilham Alfian Ramadhan Ramelan Indah Wati Indah Wati Irwandi Irwandi Irwandi Isma Azis Riu Johnson, Nur Atifah Septira M. Ikhwan Maulana Haeruddin M. Miftach Fakhri M.Ilham Wardhana Haeruddin Maizul Rahmizal Malik, A. Jihan Rahmadani Marnoto Mu'min, Halek Mubin, Muh. Ibnu Muh. Ibnu Mubin Muh. Yusuf Kholiq M Muhammad Fadel Dinero Muhammad Isbar Pratama Muhammad Muhajirin Chinsa Muhammad Rakib Muhammad Zuhdi Muhammad Zuhdi Muhlis Muhlis Musa, Muhammad Ichwan Mustafa, Muh. Yushar Mutmainna, Nur Novarianti Novarianti Nulthazam Sarah NUR ALAMSYAH Nur Andini Sudirman Nur Fadilah Ayu Sandira Nurdin Nurdin Nurdin Nurhaedah Nurhaedah Nurhaedah Nurman Nurman Nurman Nurul Aszizah Adelia Putri Nur Nurul Fadilah Aswar Petrus Jacob Pattiasina Pratiwi, Ika Wahyu Putra, Muh Al Fatah Arief Putri Ramadhani, Putri Putri, Annisa Mawaddah Arief Raudhatul S. Firzanah Regina Regina Regina Rezky Amalia Hamka Rezky Amalia Hamka Riyanti, Apriani Ruma, Zainal Ryketeng, Masdar Sah, Nurul Alfadiza Siti Auliyani Saleh Siti Hasbiah Sitti Hasbiah Sitti Hasbiah Sitti Hasbiah Sitti Hasbiah Soemarno Hidayatullah. S Soemarno Hidayatullah. S Sopi St Halija Sulpiani Sumarsih . . Swastika, Alya Syahrul, Khaidir Sya’rani, Ridwan Taslim Dangga Tawe, Amiruddin Tenri Sayu Puspitaningsih Dipoatmodjo Ukie Tukinah, Ukie Winria Putri Intia Zainal Ruma Zainal Ruma