Clashes Between Local Values and Green Marketing Approaches in Traditional Communities

Abstrak

This article examines cultural resistance to green marketing within traditional communities that maintain strong local values and inherited wisdom. The discussion explores how promotional narratives inspired by Western environmental thought encounter established views of nature, obligation, and communal life. Green marketing is usually framed through technical standards, certification, and individual consumer choice, while traditional communities rely on customary rules, shared rituals, and collective decision making to regulate the use of land and natural resources. These divergent orientations give rise to subtle or explicit rejection of promotional messages that are perceived as disregarding ancestral knowledge, weakening communal identity, or masking external economic interests. The paper argues that such resistance reflects grounded moral reasoning rather than a lack of information or indifference toward ecological concerns. Understanding these cultural dynamics is essential for developing approaches to green marketing that respect local traditions and avoid symbolic domination. The study proposes a conceptual reflection that highlights the need for dialogue between modern environmental discourses and traditional systems of meaning when designing communication addressed to culturally rooted communities.