Sustainability and Green Marketing in General Insurance: A Literature Study about Eco-Friendly Digital Branding

Pristiwanto Bani; Ratih Anggoro Wilis

doi:10.55927/mudima.v5i4.148

Authors

Pristiwanto Bani Sekolah Tinggi Manajemen Asuransi Trisakti
Ratih Anggoro Wilis Universitas Siber Asia

DOI:

https://doi.org/10.55927/mudima.v5i4.148

Keywords:

Sustainability, Green Marketing, Insurance Industry, Eco-Friendly Digital Branding, Digitalization

Abstract

The insurance industry is increasingly recognizing the importance of sustainability and green marketing practices, particularly in the context of digital branding. This literature review examines sustainability and green marketing strategies in the general insurance industry, with a focus on the importance of green digital branding. Sustainability in insurance encompasses business practices that consider financial factors and environmental, social, and governance impacts. We analyzed relevant papers published between 2018 and 2025 from major academic databases. Through a literature review employing a Narrative Literature Review approach, this article identifies key trends in green marketing practices and the challenges they present, including issues related to greenwashing and regulatory limitations. The findings suggest that digitalization and adopting paperless policies offer significant opportunities for efficiency and transparency. Additionally, transparent communication strategies and collaboration with environmental influencers are crucial for building consumer trust and supporting sustainability initiatives within the insurance industry. This literature review offers valuable insights for stakeholders to develop more sustainable marketing strategies. This research contributes to a deeper understanding of how insurance companies can implement sustainability practices. It helps companies understand the relevance of sustainability in an industry that is increasingly under pressure to be socially and environmentally responsible. Although the literature reports trends and challenges in implementing green marketing, there remains a lack of empirical research exploring the impact of such strategies on consumer behavior and the performance of insurance companies

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