<![CDATA[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.]]>
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