Efektivitas Pemasaran Berkelanjutan di Tengah Ancaman Greenwashing: Tinjauan Kritis terhadap Green Consumerism di Indonesia

Abstract

The increasing environmental awareness among consumers has driven the rise of green consumerism and green marketing strategies by companies. However, greenwashing practices have emerged as a disruptive factor that can undermine the effectiveness of sustainable marketing. This study aims to critically review the interrelationship between green consumerism, green marketing, and greenwashing in shaping the effectiveness of sustainable marketing strategies in Indonesia. A literature review method was employed using thematic analysis on relevant national and international sources published between 2015 and 2025. The findings indicate that green consumerism serves as a driver for green marketing strategies, while greenwashing acts as a negative disruptor that reduces consumer trust and loyalty. The effectiveness of sustainable marketing is significantly influenced by the authenticity and transparency of the sustainability claims made by companies. These findings highlight the importance of brand communication integrity in ensuring that green strategies can truly influence ethical consumer behavior.