Systematic Literature Review: The Role of Green Marketing in Strengthening Brand Image

With the increasing development of technology and industry today, consumers now have more in-depth thinking regarding their decision to buy a product. Consumers now not only look at the quality and benefits of products for themselves but also pay attention to how the company's operations impact the surrounding environment. Therefore, it is very important for companies to start creating an environmentally friendly production process from promotion to distribution in order to increase consumer trust in the brand. The type of research used is qualitative research using the SLR (systematic literature review) method. Research data will be taken from reputable journal portals, so that the credibility can be trusted, then analyzed according to the topic of the article. The results of the study show that based on a systematic review of national and international scientific articles, it can be concluded that green marketing and brand image are two strategic elements that are interconnected and have a significant influence on consumers' decisions and purchase intentions for environmentally friendly products. However, the effectiveness of such relationships is highly dependent on the authenticity of green marketing practices, cultural context, and consistency between the company's claims and actions.