GREEN MARKETING STRATEGIES IN ISLAMIC FINANCIAL INSTITUTIONS TO ADDRESS CLIMATE CHANGE: A SUSTAINABILITY AND MAQASHID AL-SHARIAH PERSPECTIVE

Abstract

Climate change poses a significant challenge to global financial stability and ethical responsibility, calling for new paradigms in sustainable finance. This study explores how Islamic financial institutions (IFIs) in Indonesia implement green marketing strategies to address environmental issues while upholding the objectives of maqāṣid al-sharī‘ah. Using a qualitative descriptive and interpretive approach, the research adopts a multi-case analysis involving three representative institutions: Bank Syariah Indonesia (BSI), Prudential Syariah, and BAZNAS. Data were collected from official reports, press releases, and institutional documentation to examine how each organization integrates sustainability into its operations and marketing practices. The findings reveal that BSI emphasizes green operational transformation through electric vehicle deployment, digital carbon tracking, and sustainable financing. Prudential Syariah integrates environmental ethics into community programs, such as eco-friendly Qurban distribution to marginalized regions, reflecting ethical branding and customer engagement. Meanwhile, BAZNAS operationalizes the Green Zakat Framework, aligning religious giving with environmental restoration and climate resilience. Collectively, these cases demonstrate that green marketing in Islamic finance extends beyond promotional activities to become an ethical strategy for aligning environmental stewardship, customer trust, and institutional sustainability. The study concludes that Islamic finance can play a transformative role in advancing climate action when sustainability principles are embedded in marketing narratives, product design, and social responsibility programs. This integration reinforces Islamic finance’s position as a moral and ecological force within the global green economy.