GREEN MARKETING DALAM PERSPEKTIF ISLAM: SUATU STUDI LITERATUR

Abstract

This study explores the concept of Green Marketing (GM) from an Islamic perspective to address a research gap in global marketing literature that frequently overlooks the context of Muslim-majority markets. Although GM has expanded significantly since the 1960s, its modern implementation is often hindered by greenwashing practices and high consumer skepticism. The primary objective of this study is to redefine GM not merely as a corporate strategy for profit, but as an act of Ibadah (worship) and social responsibility rooted in Maqasid al-Shari'ah principles. The methodology employed is a Systematic Literature Review (SLR) to systematically identify, evaluate, and synthesize relevant academic literature while minimizing researcher bias. The results indicate that Islamic principles such as khalifah (stewardship), tawhid (unity), and the concepts of halal and tayyib provide a robust theological foundation for environmental sustainability. Furthermore, religiosity and environmental knowledge are identified as key drivers of green purchase intentions among Muslim consumers. The integration of Islamic ethics, specifically sidq (honesty) and amanah (trustworthiness), proves effective in mitigating the negative impacts of greenwashing while fostering deeper consumer trust compared to conventional secular approaches.