The Indonesian Tempe Movement (ITM) has been green-marketing a 300year-old food from Indonesia to gain international recognition, earning 10,000 followers in addition to major public figure and governmental supports. The main purpose of this article is to introduce and promote Tempeh and ITM using the concept of green marketing. Tempeh, a soy-based fermented food, has been predicted to be potential to provide the world's ever-growing needs of affordable, nutritious, and sustainable protein sources. Compared to beef, tempeh contains similar amount and quality by producing just a fifth of total emission and consuming only tenth of total energy, on top of being sold at up to 12 times cheaper. Compiling such scientific data, the non-profit organization (ITM) green-markets the movement with aims to get people joining in sharing the knowledge, hence giving people access to affordable, nutritious, and sustainable protein source. In order to achieve the mission of ITM, marketing mix approach (4P) has been adopted. Tempeh as a new product, based on scientific research and development, has now been created using a tempeh-making technique that is greener by conserving up to 50% of water. Tempeh chips are also made of locally grown organic soybeans and handmade by underemployed individuals. The price is set up to cover the associated costs including the environmental and social costs. Tempeh, for example is also environmentally friendly. Bananas leaves are used to cover the Tempeh. Place of distribution include local market and online healthy snacks shop. The main promotion is mainly through the social media. The movement wraps its green and sustainability message through workshops, tempeh chips, educational videos, and campaigns. To sum up, the Indonesian Tempe Movement's practices provide insights on science-based green marketing that incorporates environmental, social, and economical aspect.

No abstract