What is it about?
Green marketing and halal labeling influence how consumers choose modern herbal medicine in Indonesia. We show that halal labels only affect purchases if they improve brand image, and that combining green and halal strategies strengthens consumer choice by addressing both environmental and religious concerns.
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Why is it important?
This study is timely because brands are investing heavily in sustainability and the halal economy, yet they still lack clear guidance on how these signals translate into actual buying. We show that halal labels influence purchases mainly by strengthening brand image, while green marketing works both through brand image and directly. This clarifies why some halal or green campaigns fail to convert and where to focus resources. The findings offer an actionable roadmap for marketers in Muslim-majority and global markets to turn trust into sales for modern herbal products.
Perspectives
I wrote this study to clarify how sustainability and halal signals actually move consumers in a Muslim-majority market. What surprised me most was that halal does not drive buying on its own. It works by strengthening brand image, including trust, safety, and perceived quality, which then leads to purchase. Green initiatives matter both directly and through image. For practitioners, this means shifting from checklist compliance to coherent brand storytelling that integrates halal credibility with genuine environmental value. For scholars, I hope these findings invite more work that tests mechanisms, not just effects, including experiments, longitudinal designs, and cross-country comparisons. Although my data focus on modern herbal products in Indonesia, the pathway we uncover, from signals to brand image to behavior, offers a practical lens for categories where ethics and wellness shape consumer choice.
Dr. Muchammad Saifuddin
Universitas Islam Negeri Sunan Ampel
Read the Original
This page is a summary of: The synergy of green marketing, halal labels, and mediating role of brand image on purchasing of modern herbal medicine product, Asia Pacific International Journal of Marketing, September 2025, Emerald,
DOI: 10.1108/apjml-01-2025-0170.
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