Agricrafture to Instagram: Decoding Greenhost's Authentic Sustainability Marketing in the Digital Age

Abstract

The intersection between sustainability, ethical marketing, and digital transformation presents both opportunities and challenges for the hospitality industry. This qualitative study with a single-case study design examines Greenhost Boutique Hotel in Yogyakarta as a model of sustainable and ethical marketing in the digital era. Data were collected through content analysis from three sources: the hotel's official website, the @greenhosthotel Instagram account, and national and international media coverage. Thematic analysis was conducted to identify patterns of ethical digital marketing communication and strategies for building green trust. Grounded in ethical marketing theory, sustainable knowledge management, and open innovation, this study highlights the implementation of authentic practices by a boutique hotel in a developing country that goes beyond mere greenwashing. The findings reveal that Greenhost employs a multi-faceted approach that integrates environmentally conscious operations, community empowerment, cultural preservation, and strategic digital storytelling. Its recognition as one of the Top 5 Sustainable Hotels in the Wonderful Indonesia Awards 2025 validates its commitment. This study contributes to the sustainable hospitality marketing literature by demonstrating the effectiveness of digital platforms in communicating ethical values and fostering authentic engagement with environmentally and socially conscious consumers. The Greenhost case illustrates that sustainability, when authentically embedded in business operations and communicated transparently, becomes a competitive advantage rather than a marketing gimmick. This study also identifies the role of integrated communication and open innovation as crucial catalysts in bridging the gap between academic knowledge and practical implementation in the hospitality industry.