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Eva Sutihat
Universitas Mathla'ul Anwar Banten
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Implementation of Green Marketing in Digital Marketing Management Muhamad Agung Dharmajaya; Eva Sutihat; Diba Anggraini Aris
Management Studies and Entrepreneurship Journal (MSEJ) Vol. 7 No. 2 (2026): Management Studies and Entrepreneurship Journal (MSEJ)
Publisher : Yayasan Pendidikan Riset dan Pengembangan Intelektual (YRPI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37385/msej.v7i2.10190

Abstract

The development of digital technology is encouraging companies to adopt marketing strategies that are not solely profit-oriented but also consider environmental sustainability. One emerging approach is green marketing, integrated into digital marketing management. This study aims to analyze the implementation of green marketing in digital marketing management and identify strategies, challenges, and their impact on brand image and consumer trust. The research method used was a qualitative approach with descriptive methods. The results show that the implementation of green marketing in digital marketing management has a positive impact on brand image formation and increased consumer trust. The implementation of a digital marketing strategy that integrates environmentally friendly products, sustainable pricing, green distribution, and educational content-based promotions can increase consumer awareness of the value of sustainability. However, the effectiveness of green marketing implementation is still affected by several obstacles, such as high costs, the risk of greenwashing, and differences in consumer awareness of environmental issues. Therefore, a consistent, transparent, and integrated strategy is needed for optimal implementation of green marketing in digital marketing.
Co-Authors Ade Yuliana, Ade Agung Sugiarto Al Birun, Muhamad Syehan Andrianto Heri Wibowo Arief Mulyawan Ayu Mira Yunita Bambang Hudoyono Cory Novi Deliyanti, Deliyanti Diba Anggraini Aris Diba Anggraini Aris Fari'ah, Hesti Imat Maftuhah Intan Lestari irma yunita Iryana, Irfan Masitoh Masitoh Mi’rajiah, Neng Septiani Fadilatul Muhamad Agung Dharmajaya Muhamad Agung Dharmajaya Munazat, Mumu Neli Nailul Wardah Nono Arief Rachman Novelia Kiki Permatasari Nuraeni, Rini Nurafliyan Susanti, Ervi Nurhakiki, M. Pratama, Aghy Gilar Putri, Imrana Ramadhani, Muhamad Rifa’i S, Bachtiar Rizki, Robby Siti Nurlela Sri Setiyowati Sudrajat, Enjat Swastika Oktavia Umamah, Neneng Verliani Dasmaran Yulianti, Masyayu Zaenal Hakim