Green Product Marketing Strategy for Micro, Small, and Medium Enterprises in Digital-Based Markets
null Tengku Kespandiar, null Elizabeth, null Rino Istarno, null Nurlina, null Ratnawita
🤖 gxceed AI 要約
日本語
本研究は、デジタル市場における中小零細企業のグリーン製品マーケティング戦略を質的アプローチで分析。消費者行動の変化に対応し、価値ベースのナラティブ、グリーンブランディング、ソーシャルプルーフ活用、パッケージ戦略、コミュニティターゲティング、価格透明性などの戦略を示した。
English
This study analyzes green product marketing strategies for micro, small, and medium enterprises in digital-based markets using a qualitative approach. It identifies strategic responses to shifting consumer behavior, including value-based narratives, green branding, social proof, packaging, community targeting, and price transparency.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本においても中小企業のグリーンマーケティングは重要だが、本論文は一般的な戦略枠組みを提供するもので、日本のGX政策（SSBJ等）との直接的な関連は薄い。
In the global GX context
This paper provides a general framework for green marketing in MSMEs, relevant to global sustainability trends but not specifically tied to disclosure or transition finance frameworks like TCFD/ISSB.
👥 読者別の含意
🔬研究者:A qualitative framework for green marketing strategies in digital contexts for MSMEs.
🏢実務担当者:MSMEs can adopt value-based storytelling, green branding, and community targeting to market green products.
📄 Abstract（原文）
The biggest challenge has now shifted from why we should do it to how we finance and accelerate the transition. The implementation of a green economy has evolved from a mere theoretical concept to a major agenda for global and national policy. Its development is driven by the urgency of the climate crisis and the realization that conventional, exploitative economic growth is no longer sustainable. Green product marketing has undergone a major transformation, especially entering 2026. The focus is no longer simply on eco-friendly labels, but has become a strategic necessity and a key pillar in global and local business operations. This study aims to describe green product marketing strategy for micro, small, and medium enterprises in digital-based markets. The approach chosen to explain this presentation uses a qualitative approach based on strategic analysis. The Research results show that green product marketing by micro, small, and medium enterprises in digital-based markets is not just a trend, but rather a strategic response to shifting consumer behavior, which is increasingly concerned with environmental issues. These strategic responses include value-based narratives, green branding optimization, utilization of social proof, packaging strategies, community-based audience targeting, and price transparency.
🔗 Provenance — このレコードを発見したソース
- openaire https://doi.org/10.55927/ijba.v6i2.16459first seen 2026-06-11 05:03:04 · last seen 2026-06-16 04:34:59
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