Semarang – The Equity Program – Joint Supervision of Business Administration, FISIP Universitas Diponegoro, once again held an international academic event titled “Sustainability Marketing Without Greenwashing: Building Consumer Trust Through Authentic Action” on Wednesday (10/6/2026). This event was conducted online and serves as part of strengthening the international academic collaboration between Universitas Diponegoro and Universiti Teknologi Malaysia (UTM).
The webinar featured Associate Professor Dr. Zuraidah Sulaiman from Universiti Teknologi Malaysia as the keynote speaker, and Robetmi Jumpakita Pinem, Ph.D., from Universitas Diponegoro as the discussant. The discussion centered on the importance of sustainability marketing and the challenges of greenwashing, which is increasingly prevalent in modern business practices.
In his presentation, Dr. Zuraidah Sulaiman explained that sustainability is not just about environmental issues, but also encompasses the balance between people, planet, and profit. The concept of sustainability marketing is considered broader than green marketing because it integrates social, economic, and long-term business sustainability dimensions.
The presentation also highlighted the importance of organizations to understand sustainability marketing amid rising consumer awareness regarding eco-friendly products. Companies with high brand exposure, industries heavily dependent on natural resources, and organizations with strong environmental reputations are deemed in need of building authentic and responsible sustainability communication strategies.
One of the main focuses of the webinar was the phenomenon of greenwashing, which is the practice of conveying misleading information regarding a product’s or company’s eco-friendly claims. It was explained that greenwashing occurs when there is a gap between the sustainability commitments communicated by a company and the actual practices implemented by the organization.
Dalam sesi materi, peserta juga diperkenalkan pada konsep The Six Sins of Greenwashing, yang meliputi hidden trade-off, no proof, vagueness, irrelevance, lesser of two evils, dan worshipping false labels. Melalui berbagai studi kasus perusahaan global, mahasiswa diajak memahami bagaimana strategi pemasaran hijau yang tidak autentik justru dapat merusak kepercayaan konsumen dan reputasi perusahaan dalam jangka panjang.
Furthermore, the webinar discussed various challenges in implementing sustainability marketing, such as high research and development costs, low consumer awareness regarding green products, and the tendency of companies to use green campaigns solely for the sake of brand image. Utilizing honest, transparent, and consistent sustainability communication is considered the primary key to building consumer trust in today’s digital era.
During the discussion session, students were also encouraged to be more critical in evaluating sustainability campaigns carried out by companies. Participants were urged to understand that true sustainability is not just about creating a green image but rather about creating a real impact on society, the environment, and business longevity.
Through this event, students gained global insights into the importance of authentic sustainability marketing in building consumer loyalty and organizational reputation. This understanding is expected to help students become future business leaders who are more adaptive, critical, and responsible in facing sustainable business challenges in the future.
The hosting of this international event reflects the commitment of FISIP Universitas Diponegoro to expanding students’ global perspectives and strengthening international academic collaboration in the fields of business and sustainability.