Green Marketing and Green Practice Management in Culinary Tourism at Moksa Restaurant

Nurul Hakiki (Universitas Hindu Negeri I Gusti Bagus Sugriwa)
Ni Kadek Surpi (Universitas Hindu Negeri I Gusti Bagus Sugriwa)
I Gede Sutarya (Universitas Hindu Negeri I Gusti Bagus Sugriwa)
I Dewa Ayu Hendrawaty Putri (Universitas Hindu Negeri I Gusti Bagus Sugriwa)
I Ketut Pasek Wisuda (Institut Teknologi dan Bisnis STIKOM Bali)

Jurnal Ilmiah Hospitality Management
Vol. 16 No. 2 (2026): June 2026

This study aims to analyze the integration of green marketing and green practice strategies with Balinese local wisdom values. A qualitative research approach was employed using a case study method, involving participatory observation, in-depth interviews, and documentation of restaurant operational activities. The findings reveal that green marketing at Moksa is implemented through ecological and spiritual communication strategies, fostering customer awareness and loyalty toward sustainability values. Green practices are reflected in the use of organic ingredients, renewable energy, a farm-to-table system, and circular waste management. The Tri Hita Karana philosophy serves as the ethical and cultural foundation for business operations, integrating spiritual harmony (Parahyangan), social balance (Pawongan), and environmental stewardship (Palemahan). This research offers theoretical implications by enriching the framework of green marketing based on local wisdom and provides practical and policy implications for the development of sustainable culinary tourism in Bali.