Systematic Review of Green Marketing in Higher Education Marketing Strategy: Opportunities and Challenge

In recent years, environmental sustainability has become a major concern across various sectors, including higher education. UI GreenMetric, as one of the leading international university rankings, encourages campuses to adopt sustainable practices, although in Indonesia this is still largely dominated by major universities. Meanwhile, younger generations—particularly prospective students—are showing a growing awareness of environmental issues. Green marketing emerges as a strategic approach for universities to build a positive image as eco-friendly institutions while enhancing their appeal to environmentally conscious youth. This study employs a narrative review method to analyze relevant literature on the implementation of green marketing in higher education. The findings reveal that effectively communicated green marketing strategies, particularly through digital platforms, can strengthen green brand image, build green trust, and increase both student interest and loyalty. Nevertheless, challenges such as resource limitations and the risk of greenwashing must be addressed through collaborative efforts and integrated institutional policies. Therefore, green marketing can serve as a strategic differentiator for universities in the era of sustainability.