Green Marketing as an Ethical Practice for Halal Entrepreneurs for a Sustainable Ecosystem

The negative impacts of human activities on the environment have been generating considerable amounts of concern for several decades. Today, governments all over the world are making efforts to minimize human impacts on the environment. Understanding society's new concerns, businesses have begun to modify their behaviours while integrating environmental issues into organizational activities. This has led to the emergence of green marketing strategy which entails minimizing environmental pollution at all stages involved in the life cycle of products. It is essentially a market branding targeted at capturing the market by appealing to people’s desire to choose products and services that are better for the environment. Likewise, the Halal industry is witnessing unprecedented growth across the world and beyond religion barriers due to its pure, sustainable and ethical credentials or basis. The term ‘halal’ which means permissible or lawful and its compliment ‘toyyiban’, fundamentally implies production and consumption activities that are wholesome, of quality, healthy, green or environmentally sustainable. This strongly establishes the position that green production and green marketing had ever been inherent and integral parts of the Halal industry. Literatures have established that implementation of green marketing concept in the supply chain of the halal industry influences positive economic, environmental, and social impacts. Hence, this chapter examines the inherent relationship between Halal entrepreneurship and green marketing. It also explores how halal entrepreneurs can adopt best marketing strategies to project their green credential as a unique leverage and competitiveness of halalpreneurship.