The Need for Global Green Marketing for the Palm Oil Industry in Indonesia

Handoko Limaho, Sugiarto, Rudy Pramono and Rio Christiawan
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Handoko Limaho: Doctoral Research in Management, Faculty of Economy and Business, University of Pelita Harapan, Jakarta 12930, Indonesia
Sugiarto: Department of Management, Universitas Prasetiya Mulya, Jakarta 12430, Indonesia
Rudy Pramono: School of Hospitality, University of Pelita Harapan, Jakarta 12930, Indonesia
Rio Christiawan: Department of Law, University of 17 Agustus 1945, Jakarta 14350, Indonesia

Sustainability, 2022, vol. 14, issue 14, 1-15

Abstract: Continual scrutiny of and attacks on the palm oil industry in Indonesia have been ongoing for decades. The constant arguments against the palm oil industry have always touched on the issues of environmental sustainability, including deforestation and biodiversity loss, human rights issues, and various unsustainable practices. Even though many major palm oil players have voluntarily joined the RSPO, as well as the mandatory ISPO, with both certification bodies covering the environmental sustainability contexts of community development and human rights, constant attacks from stakeholders are mounting. This paper argues that besides fulfilling all of these requirements, there is a need for the industry as a whole to apply the right approach to green marketing or sustainable marketing as a means of strategy and business sustainability. Without a proper green marketing strategy and platform, the message of sustainability will not be delivered efficiently to the intended targets. There needs to be an understanding in regard to the market and also collaborative action between various stakeholders—including competitors and NGOs—to create and execute a fruitful green marketing strategy that can cross boundaries and be well received by the intended market.

Keywords: CPO; palm oil; green marketing; sustainability marketing; marketing strategy (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
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