Semarang – The Business Administration Study Program at the Faculty of Social and Political Sciences (FISIP), Universitas Diponegoro, organized the UNDIP Global Classroom event with the theme “Sustainable Marketing & Green Branding: Creating Value in the Era of Conscious Consumers” on Monday (11/5/2026). This activity is part of the Marketing Management course and was conducted online via Zoom Meeting.
The event featured Oh, Yu Gyeom, Ph.D., DEcon. from Konkuk University, South Korea, as the keynote speaker, and Robetmi Jumpakita Pinem, S.AB., MBA, Ph.D. from Universitas Diponegoro as the discussant. Through this forum, students were invited to understand the importance of sustainable marketing strategies in response to changing consumer behavior that is increasingly concerned with environmental and social issues.
In his presentation, Oh, Yu Gyeom explained that sustainability is no longer viewed merely as part of corporate social responsibility, but has become an essential strategy in building brand competitiveness. Today’s consumers tend to be more critical when choosing products, particularly toward brands that demonstrate transparency, environmental concern, and a tangible commitment to sustainable business practices. The material also emphasized that modern consumers do not just buy a product; they also consider the values and identity that a brand carries.
One of the main points discussed was the concept of green branding, which is the effort to build a brand identity aligned with sustainability principles. Green branding is not enough to be displayed solely through slogans or campaigns; it must be reflected in operational processes, material usage, supply chain transparency, and corporate responsibility for environmental impacts.
The discussion also highlighted the risk of greenwashing, which is the practice of making eco-friendly claims that are not backed by concrete evidence. This is considered detrimental as it can damage consumer trust and brand reputation. Therefore, companies need to convey information honestly, measurably, and verifiably so that sustainable marketing strategies can truly create value for both consumers and the company.
Through this activity, students gained insights into the role of marketing in driving a shift toward more responsible business practices. The organization of the UNDIP Global Classroom is a testament to the commitment of FISIP Universitas Diponegoro to expanding international learning and enhancing students’ understanding of global marketing issues that are relevant to today’s business world.