Green Marketing and Communication Strategy: Navigating the Sustainability Challenges in the Palm Oil Industry

Loso Judijanto ()

Asian Business Research Journal, 2025, vol. 10, issue 8, 16-23

Abstract: The palm oil sector stands as one of the world’s most essential commodity markets, yet it faces mounting sustainability challenges, including unfair accusations of being the sole cause of deforestation, greenhouse gas emissions, biodiversity loss, and socio-economic issues impacting labour and smallholder communities. The purpose of this study is to deeply examine how sustainable marketing and communication techniques are utilised to confront environmental challenges in the palm oil sector. Through a qualitative review of existing literature, this research compiles knowledge from 80 academic publications, industry documents, and policy records dated from 2013 to 2025, obtained via platforms like Scopus, ScienceDirect, and Google Scholar. Through thematic analysis, the study identifies key patterns and trends related to corporate sustainability commitments, transparency in marketing claims, stakeholder engagement, and the role of certification schemes like RSPO in enhancing brand legitimacy. Findings reveal that approximately 70% of leading palm oil producers incorporate green marketing to highlight sustainable sourcing, smallholder inclusion, and deforestation-free supply chains, leveraging digital platforms to increase consumer awareness and engagement. However, challenges persist, including greenwashing practices and consumer scepticism, which undermine trust and regulatory compliance. The study emphasises the importance of detailed, verifiable communication supported by third-party audits and interactive narratives to strengthen stakeholder relationships. The results contribute to understanding how sophisticated marketing and communication strategies can mitigate reputational risks and foster a more sustainable palm oil industry. Future investigations should consider examining innovative technologies like blockchain to boost transparency across the supply chain and formulate inclusive strategies that more fully engage smallholder farmers in sustainable practices.

Keywords: Communication strategy; Green marketing; Palm oil industry; Qualitative literature review; Sustainability challenges. (search for similar items in EconPapers)
Date: 2025
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