Green Marketing: Opportunities or Challenges for Micro and Small Business Actors
Article Sidebar
Main Article Content
Abstract
This study is a qualitative study, which aims to analyze the perceptions of micro and small business actors towards the implementation of green marketing and identify the opportunities and challenges faced. The informants in this study were micro and small business actors in Surabaya. The data collection method was carried out directly through interviews with business owners. After the data was collected, triangulation was carried out and explained. The results of the analysis show that MSMEs are faced with an interesting dilemma in implementing environmentally friendly marketing. On the one hand, they want to contribute to environmental conservation by using environmentally friendly packaging. However, limited access to affordable environmentally friendly raw materials and the perception that such packaging will increase production costs are often barriers and will reduce profits. There are several challenges towards environmentally friendly marketing, including: environmentally friendly raw materials generally have higher prices compared to conventional raw materials, not all consumers are ready to pay more for products with environmentally friendly packaging, profit remains a top priority for some micro businesses. The opportunities include: improving brand image, opening new markets, being able to support the government and society, and encouraging MSMEs to innovate.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
D. Islam, “Tinjauan penerapan konsep green marketing dalam pelestarian lingkungan,” J. Pamator J. Ilm. Univ. Trunojoyo, vol. 11, no. 1, pp. 10–18, 2018.
A. G. Samala, T. Taali, O. Candra, and I. Husnaini, “Interactive Learning Media Development using Articulate Storyline in Fundamentals of Electric Power Engineering,” J. Teknol. Inf. Dan Pendidik., vol. 15, no. 2, pp. 51–63, 2023.
H. Halim et al., “Green marketing,” 2024.
A. Dawam, “Pengaruh Tingkat Pendidikan Dan Pemahaman Akuntansi Terhadap Pelaporan Keuangan UMKM Berdasarkan SAK ETAP (Studi Kasus pada UMKM Kerajinan Batik di Kecamatan Tanjung Bumi),” Eco-Socio J. ilmu dan Pendidik. Ekon., vol. 2, no. 2, pp. 118–127, 2018.
M. Kurniawati, “Pengaruh E-Commerce dan Modal Usaha Terhadap Kinerja UMKM di Masa Pandemi Covid19 Dengan Sumber Daya Manusia (SDM) Sebagai Variabel Moderasi,” in SIMBA: Seminar Inovasi Manajemen, Bisnis, dan Akuntansi, 2022, vol. 4.
F. D. Anggraeni, “Pengembangan usaha mikro, kecil dan menengah (UMKM) melalui fasilitasi pihak eksternal dan potensi internal (Studi kasus pada kelompok usaha" Emping Jagung" di Kelurahan Pandanwangi Kecamatan Blimbing Kota Malang).” Brawijaya University, 2013.
N. Bradley, Marketing research: tools & techniques. Oxford University Press, USA, 2007.
D. L. Mothersbaugh and D. I. Hawkins, Consumer behavior: Building marketing strategy. McGraw-Hill, 2016.
A. A. C. Manongko, “Green marketing (suatu perspektif marketing mix & theory of planned behavior).” Yayasan Makaria Waya, 2018.
J. Hasan, U. Sumarwan, and B. Suharjo, “Factors analysis in desire to buy environmental friendly products: Case study for air condition products,” Int. Bus. Res., vol. 5, no. 8, p. 181, 2012.
M. Dimyati, M. D. Kartikasari, and H. Sukarno, “Pengaruh green marketing dan pengetahuan terhadap keputusan pembelian dengan mediasi minat membeli konsumen Sariayu Martha Tilaar di Kota Jember,” E-Journal Ekon. Bisnis Dan Akunt., vol. 5, no. 2, pp. 172–177, 2018.
S. Widodo, “Pengaruh Green Product Dan Green Marketing Terhadap Keputusan Pembelian Produk Elektronik Merk Sharp Di Electronic City Cipinang Indah Mall Jakarta Timur,” J. Ilm. M-Progress, vol. 10, no. 1, 2020.
R. K. Shaputra, “Penerapan green marketing pada bisnis produk kosmetik,” J. Jibeka, vol. 7, no. 3, pp. 47–53, 2013.
W. M. Pride and O. C. Ferrell, Foundations of marketing. Cengage Learning, Inc., 2022.
L. Mamahit, “Pengaruh Green Marketing Terhadap Keputusan Pembelian Produk Air Minum Dalam Kemasan Ades Pada Mahasiswa Universitas Slamet Riyadi Surakarta,” J. Ekon. dan Kewirausahaan, vol. 15, no. 3, p. 23484, 2015.