Peran Green Marketing dalam Membangun Nilai Bisnis dan Keunggulan Kompetitif yang Berkelanjutan: Sebuah Tinjauan Literatur
DOI:
https://doi.org/10.28918/sahmiyya.v5i1.06Abstract
Penelitian ini bertujuan untuk mengkaji peran green marketing dalam menciptakan nilai dan keunggulan kompetitif berkelanjutan bagi perusahaan di tengah meningkatnya kesadaran lingkungan konsumen. Pendekatan yang digunakan adalah kualitatif dengan metode studi literatur (library research) terhadap 30 sumber ilmiah yang dipilih secara sistematis berdasarkan kriteria relevansi topik, indeksasi dalam basis data bereputasi internasional (Scopus, MDPI, Springer, Emerald, Elsevier), dan kemutakhiran publikasi (prioritas 2020–2025), termasuk jurnal internasional bereputasi. Hasil kajian menunjukkan bahwa green marketing tidak hanya berfungsi sebagai strategi pemasaran, tetapi juga sebagai instrumen strategis dalam membangun citra merek, meningkatkan kepercayaan konsumen, serta menciptakan diferensiasi produk. Implementasi green marketing yang efektif mampu memberikan nilai tambah melalui inovasi ramah lingkungan, efisiensi sumber daya, serta penguatan hubungan jangka panjang dengan pelanggan. Selain itu, integrasi prinsip keberlanjutan dalam strategi pemasaran terbukti dapat meningkatkan daya saing perusahaan di pasar yang semakin kompetitif. Penelitian ini juga mengidentifikasi risiko greenwashing sebagai tantangan utama yang dapat merusak kepercayaan konsumen dan kredibilitas strategi green marketing. Penelitian ini menegaskan bahwa green marketing merupakan pendekatan yang tidak hanya berdampak pada profitabilitas, tetapi juga pada keberlanjutan lingkungan dan sosial.
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