Implementation of Green Marketing in the Sustainable Halal Industry

Abstract

The rapid growth of the global halal industry has created new opportunities to integrate sustainability principles with Islamic business ethics. This study explores the implementation of green marketing within the halal industry as an effort to achieve economic, social, and environmental sustainability. Using a qualitative descriptive approach, data were collected through interviews, observations, and document analysis of halal-based enterprises operating in food, cosmetics, and fashion sectors. The findings reveal that green marketing practices such as eco-friendly product innovation, sustainable packaging, and ethical promotion are increasingly adopted to strengthen consumer trust and brand competitiveness. However, challenges such as high production costs, limited technological capacity, and low consumer awareness still hinder broader implementation. The study concludes that integrating green marketing strategies with halalan thayyiban values not only enhances environmental responsibility but also reinforces the ethical foundation of the halal industry. This research provides insights for policymakers, business practitioners, and academics to develop a more sustainable and competitive halal ecosystem.