THE IMPLICATION OF GREEN MARKETING IN THE DIGITAL ERA A MAQASHID SHARIA PERSPECTIVE

Abstract

Green marketing has become an essential strategy in addressing environmental challenges and climate change. In the digital era, green marketing not only focuses on environmentally friendly products but also utilizes digital technology to enhance consumer awareness and participation. However, the implementation of green marketing needs to be examined from the perspective of Maqashid Sharia, which emphasizes the protection of key elements: religion (din), life (nafs), intellect (aql), progeny (nasl), environment (bi’ah), and wealth (mal).

This study aims to analyze the implications of green marketing in the digital era within the framework of Maqashid Sharia, as well as to identify the challenges and opportunities that arise. Using a qualitative approach and literature study, the research finds that green marketing in the digital era can contribute to the protection of the environment (hifzh al-bi’ah) as part of hifzh al-nafs and hifzh al-mal.

 Monitoring is required to ensure that green marketing practices do not violate Sharia principles, such as avoiding gharar (uncertainty) and maysir (speculation). The findings of this study are expected to provide recommendations for business practitioners and regulators in developing green marketing strategies that align with Sharia principles and support sustainable development.