Green Marketing Communication as a Strategy for Sustainable Brand Image Formation at Maida Coffee
DOI:
https://doi.org/10.38035/dijemss.v7i2.5829Keywords:
Green Marketing, Sustainability, MSME, Coffeeshop, Brand Identity, Enviromental CommunicationAbstract
This study examines the implementation of green marketing at Maida Coffee Shop, a local micro-business in Kupang, Indonesia, that has built a reputation for environmental concern despite its operational scale. The research addresses how the coffee shop integrates sustainability principles into its marketing and operational practices. Using a descriptive qualitative method, data were collected through in depth interviews with the owner and direct observation. The findings reveal that Maida Coffee actively constructs a green brand identity through strategic environmental communication, notably its "Saving Forests Through Coffee" (“Menjaga Hutan Lewat Kopi”) campaign, and robust collaborations with environmental communities. These efforts are central to its brand narrative. However, a gap exists between this communicated environmental awareness and its operational practices. Limitations in waste management, energy efficiency, and the adoption of biodegradable packaging were identified, primarily constrained by cost, technology, and local consumer purchasing power. The study concludes that while Maida Coffee effectively uses narrative and communication to build a sustainable brand image, it is in a transitional phase toward more comprehensive green business practices. Recommendations focus on strengthening operational consistency, inclusive pricing strategies, and enhanced consumer education to align its green identity with tangible actions
References
Adebayo, A. A., Greenhalgh, P., Muldoon-Smith, K., & Oyedokun, T. (2022). Towards Attaining Sustainable Retail Property Locations: The Relationships between Supply, Demand, and Accessibility of Retail Spaces. In Sustainability (Vol. 14, Issue 7). https://doi.org/10.3390/su14073846
Anjani, S., & Surya Perdhana, M. (2021). Green Marketing Mix Effects On Consumers’ Purchase Decision: A Literature Study. Diponegoro Journal of Management, 10(1), 8. http://ejournal-s1.undip.ac.id/index.php/dbr
Baiturrahmah, U., Afrida, P. ), & Febriani, R. (2021). PENGARUH GREEN MARKETING DAN CORPORATE SOCIAL RESPONSIBILITY TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK AIR MINUM DALAM KEMASAN AQUA (Pada Mahasiswa Fakultas Ekonomi. Eko Dan Bisnis (Riau Economics and Business Review), 12(2), 206–2016. https://womantalk.com/news-
Bertolini, A., Conte, F., Siano, A., & Marongiu, F. (2023). Digital Communication of Conscientious Brands: Case Studies. In Sustainability (Vol. 15, Issue 21). https://doi.org/10.3390/su152115378
Bombaci, M., & Nespoli, F. (2025). My Product, Your Green Choice: Exploring the Interplay Between Influencer’S Sustainability Communication and Green Marketing Strategies on Tiktok. AoIR Selected Papers of Internet Research. https://doi.org/10.5210/spir.v2024i0.13908
Bugis, S. H., Sari, L. F., & Nofranita, W. (2023). Green Marketing Mix Terhadap Kepuasan Konsumen Pada Produk Ramah Lingkungan (Studi Kasus Produk the Body Shop Di Grand Mall Basko Kota Padang). Ensiklopedia of Journal GREEN, 5(3), 1–23.
Carter, C. R., & Rogers, D. S. (2008). A framework of sustainable supply chain management: Moving toward new theory. International Journal of Physical Distribution and Logistics Management, 38(5), 360–387. https://doi.org/10.1108/09600030810882816
Dahlstrom, R. (2011). Green-Marketing-Management. In South western cengage learning. CENGAGE learning. https://doi.org/10.57088/978-3-648-16664-2_5
Dangelico, R. M. (2016). Green Product Innovation: Where we are and Where we are Going. Business Strategy and the Environment, 25(8), 560–576. https://doi.org/10.1002/bse.1886
Fella, S., & Bausa, E. (2024). Green or greenwashed? Examining consumers’ ability to identify greenwashing. Journal of Environmental Psychology, 95, 102281. https://doi.org/https://doi.org/10.1016/j.jenvp.2024.102281
Firdaus, & Fahmi, Z. (2021). Sistem Terintegrasi Neraca Lingkungan Dan Ekonomi Indonesia. BPS-Statistik Indonesia.
Gheorghe, G., Tudorache, P., & Roşca, I. M. (2023). The Contribution of Green Marketing in the Development of a Sustainable Destination through Advanced Clustering Methods. Sustainability (Switzerland), 15(18), 1–24. https://doi.org/10.3390/su151813691
Grant, J. (2024). The Green Marketing Manifesto (2nd ed.). Wiley.
Junejo, I., Sohu, J. M., Alwadi, B. M., Ejaz, F., Nasir, A., & Hossain, M. B. (2025). Green supply chain management and SMEs sustainable performance in developing country: role of green knowledge sharing, green innovation and big data-driven supply chain. Discover Sustainability, 6(1). https://doi.org/10.1007/s43621-025-01055-6
Kanchana P. (2024). Green Marketing in the Age of Sustainability: Consumer Perceptions and Brand Strategy. Nanotechnology Perceptions, 16, 154–163. https://doi.org/10.62441/nano-ntp.vi.3624
Kanwal, H., & Van Hoye, G. (2020). Inconsistent organizational images of luxury hotels: Exploring employees’ perceptions and dealing strategies. Tourism Management Perspectives, 36, 100738. https://doi.org/https://doi.org/10.1016/j.tmp.2020.100738
Khubrani, S., & Aldairy, H. (2025). The role of social media in promoting environmental cultural identity among Saudi youth. International Journal of Educational Sciences and Arts, 4(6), 262–293. https://doi.org/10.59992/ijesa.2025.v4n6p9
Kiyak, D., & Grigoliene, R. (2023). Analysis of the Conceptual Frameworks of Green Marketing. Sustainability (Switzerland), 15(21), 1–20. https://doi.org/10.3390/su152115630
Kotler, P., & Armstrong, G. (2020). Principles Of Marketing (18th ed.). Pearson Education.
Kristiana, I. G. A. A. D. (2018). Pengaruh Green Product, Green Price, Green Place, dan Green Promotion Terhadap Perilaku Pasca Pembelian Konsumen Air Minum dalam Kemasan di Kabupaten Bandung. Jurnal Indonesia Membangun, 17(2), 19–31.
Lemke, F., & Luzio, J. P. P. (2014). Exploring green consumers’ mind-set toward green product design and life cycle assessment: The case of skeptical Brazilian and Portuguese green consumers Lemke and Luzio exploring green consumers’ mind-set toward design and LCA. Journal of Industrial Ecology, 18(5), 619–630. https://doi.org/10.1111/jiec.12123
McNally, D., & Speak, K. D. (2002). Be Your Own Brand: Achieve More of What You Want by Being More of Who You Are. Berrett-Koehler Publishers.
Mekarisce, A. A. (2020). Teknik Pemeriksaan Keabsahan Data pada Penelitian Kualitatif di Bidang Kesehatan Masyarakat. JURNAL ILMIAH KESEHATAN MASYARAKAT : Media Komunikasi Komunitas Kesehatan Masyarakat, 12(3), 145–151. https://doi.org/10.52022/jikm.v12i3.102
Mukonza, C., & Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business Strategy and the Environment, 29(3), 838–845. https://doi.org/10.1002/bse.2401
Nadanyiova, M., Gajanova, L., & Majerova, J. (2020). Green Marketing as a Part of the Socially Responsible Brand’s Communication from the Aspect of Generational Stratification. In Sustainability (Vol. 12, Issue 17). https://doi.org/10.3390/su12177118
NTT, B. P. S. P. (2024). Banyaknya Rumah Makan/Restoran Menurut Kabupaten/Kota 2021-2023. https://ntt.bps.go.id/indicator/16/70/1/banyaknya-rumah-makan-restoran-menurut-kabupaten-kota.html
Nygaard, A. (2024). Green Marketing and Entrepreneurship. In Springer Nature Switzerland. Springer. https://doi.org/10.1007/978-981-19-8895-0_9
Nyilasy, G., Gangadharbatla, H., & Paladino, A. (2014). Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions. Journal of Business Ethics, 125(4), 693–707. http://www.jstor.org/stable/24702322
Özgün-Ayar, C., & Selvi, M. S. (2025). A Scale Development Study on Green Marketing Mix Practice Culture in Small and Medium Enterprises. Sustainability (Switzerland), 17(15), 1–40. https://doi.org/10.3390/su17156936
Papakonstantinidis, S. (2019). Tell me about yourself : personal branding and social media recruiting in the brave new online world. In Educational Leadership (Vol. 71, Issue 1). Business Expert Press. https://www.researchgate.net/profile/Stavros-Papakonstantinidis/publication/331876854_Tell_Me_About_Yourself_Personal_Branding_and_Social_Media_Recruiting_in_the_Brave_New_Online_World/links/5f4e34afa6fdcc14c506b025/Tell-Me-About-Yourself-Personal-Brandin
Rahbar, E., & Abdul Wahid, N. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73–83. https://doi.org/10.1108/17515631111114877
Rosyada, F. A., & Dwijayanti, R. (2023). Pengaruh Green Marketing Dan Green Product Terhadap Keputusan Pembelian Produk Sukin. Jurnal Pendidikan Tata Niaga (JPTN), 11(3), 431–438. https://journal.unusida.ac.id/index.php/snts/article/view/113%0Ahttps://journal.unusida.ac.id/index.php/snts/article/download/113/98
Scheidt, S., Gelhard, C., & Henseler, J. (2020). Old Practice, but Young Research Field: A Systematic Bibliographic Review of Personal Branding. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.01809
Shaikh, S. A., Memon, M., & Kim, K.-S. (2021). A Multi-Criteria Decision-Making Approach for Ideal Business Location Identification. In Applied Sciences (Vol. 11, Issue 11). https://doi.org/10.3390/app11114983
Simão, L., & Lisboa, A. (2017). Green Marketing and Green Brand – The Toyota Case. Procedia Manufacturing, 12(December), 183–194. https://doi.org/10.1016/j.promfg.2017.08.023
Sugiyono. (2020). Metode Penelitian Kualitatif. Alfabeta.
Sukmawati, A., Basri, H. ., & Akhir, M. (2020). PEMBENTUKAN KARAKTER BERBASIS KETELADANAN GURU DAN PEMBIASAAN MURID SIT AL BIRUNI JIPANG KOTA MAKASSAR. Education and Human Development Journal, 5(1), 91–99. https://doi.org/10.33086/ehdj.v5i1.1453
Szabo, S., & Webster, J. (2021). Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions. Journal of Business Ethics, 171(4), 719–739. https://doi.org/10.1007/s10551-020-04461-0
Szántó, P., & Radácsi, L. (2023). Defining personal brand, personal branding and personal brand equity. Prosperitas, 10(3), 1–11. https://doi.org/10.31570/prosp_2022_0043
Tumewu, B., & Parengkuan, E. (2014). Personal Brand-Inc : Rahasia untuk sukses dan bertahan di karir. Gramedia Jakarta.
Waskito, J., & Harsono, M. (2012). Green consumer: deskripsi tingkat kesadaran dan kepedulian masyarakat joglosemar terhadap kelestarian lingkungan. Jurnal Dinamika Manajemen, 3(1), 29–39.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Viktorianus Mahendra Da Lopez, Yonas Ferdinand Riwu, Achwan Noorlistyo Adi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).
