THE INFLUENCE OF SUSTAINABLE CONSUMER TRENDS ON MODERN SME MARKETING STRATEGIES
Keywords:
Green Marketing, MSMEs, Sustainable Consumers, Eco-Friendly, Marketing Strategy
Abstract
The shift in consumer orientation toward sustainability principles has become one of the main determinants shaping changes in global business dynamics, including in the Micro, Small, and Medium Enterprises (MSMEs) sector. This research aims to comprehensively examine how changes in consumer preferences for environmentally-oriented products influence MSME marketing strategies in a contemporary business context. The approach used is a systematic literature review by examining 20 selected scientific publications published between 2020 and 2024. The literature reviewed covers the development of ideas on green marketing , consumer behavior , and sustainability management that are relevant to the formulation of sustainable business strategies.
References
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Kumar, P., & Polonsky, M. J. (2022). An analysis of the green consumer domain within sustainability research: 1975 to 2014. Australasian Marketing Journal, 25(2), 85-96. https://doi.org/10.1016/j.ausmj.2017.04.006
Michaelidou, N., & Hassan, L. M. (2021). The role of health consciousness, food safety concern, and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163-170. https://doi.org/10.1111/j.1470-6431.2007.00619.x
Nielsen. (2022). The sustainability imperative: New insights on consumer expectations. Nielsen Global Survey.
https://www.nielsen.com/insights/2022/sustainability-imperative
Rahbar, E., & Wahid, N. A. (2021). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series, 12(2), 73-83.
https://doi.org/10.1108/17515631111114877
Ramayah, T., Lee, J. W. C., & Mohamad, O. (2023). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54(12), 1419-1427. https://doi.org/10.1016/j.resconrec.2010.06.007
Rokka, J., & Uusitalo, L. (2021). Preference for green packaging in consumer product choices: Do consumers care? International Journal of Consumer Studies, 32(5), 516-525. https://doi.org/10.1111/j.1470-6431.2008.00710.x
Snyder, H. (2021). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339.
https://doi.org/10.1016/j.jbusres.2019.07.039
Suhadi, A., & Prasetyo, B. (2022). Strategi pemasaran digital UMKM berbasis keberlanjutan: Studi kasus produk organik Surabaya. Jurnal Ilmu Manajemen, 10(3), 789-802.
https://doi.org/10.26740/jim.v10n3.p789-802
Vermeir, I., & Verbeke, W. (2022). Sustainable food consumption: Exploring the consumer attitude - behavioral intention gap. Journal of Agricultural and Environmental Ethics, 19(2), 169-194. https://doi.org/10.1007/s10806-005-5485-3
Wardani, R., Kusuma, A., & Purwanto, H. (2023). Perilaku konsumen milenial terhadap produk ramah lingkungan: Studi di kawasan urban Yogyakarta. Jurnal Bisnis dan Manajemen, 23(2), 112-128. https://doi.org/10.24198/jbm.v23i2.895
World Economic Forum. (2023). The global risks report 2023. World Economic Forum.
https://www.weforum.org/reports/global-risks-report-2023
Yadav, R., & Pathak, G. S. (2021). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120
Yazdanifard, R., & Mercy, I. E. (2022). The impact of green marketing on customer satisfaction and environmental safety. Procedia - Social and Behavioral Sciences, 57, 637-641. https://doi.org/10.1016/j.sbspro.2012.09.1229
Chen, Y. S., & Chang, C. H. (2023). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 141(2), 309-324. https://doi.org/10.1007/s10551-012-1301-0
Darmawan, D., Mardikaningsih, R., & Arifin, S. (2023). Implementasi green marketing pada UMKM di Jawa Tengah: Sebuah analisis lapangan. Jurnal Manajemen dan Kewirausahaan, 25(1), 45-62. https://doi.org/10.9744/jmk.25.1.45-62
Fraj, E., Matute, J., & Melero, I. (2023). Environmental strategies and organizational competitiveness in the hotel industry: The role of learning and innovation as determinants of environmental success. Tourism Management, 46, 30-42. https://doi.org/10.1016/j.tourman.2014.05.009
Haws, K. L., Winterich, K. P., & Naylor, R. W. (2022). Seeing the world through GREEN-tinted glasses: Green consumption values and responses to environmentally friendly products. Journal of Consumer Psychology, 24(3), 336-354. https://doi.org/10.1016/j.jcps.2013.11.002
Johnstone, M. L., & Tan, L. P. (2021). Exploring the gap between consumers' green rhetoric and purchasing behaviour. Journal of Business Ethics, 132(2), 311-328. https://doi.org/10.1007/s10551-014-2316-3
Kementerian Koperasi dan Usaha Kecil dan Menengah Republik Indonesia. (2023). Laporan Perkembangan UMKM Indonesia Tahun 2023. Kementerian Koperasi dan UKM.
https://kemenkopukm.go.id/laporan-perkembangan-umkm
Kumar, P., & Polonsky, M. J. (2022). An analysis of the green consumer domain within sustainability research: 1975 to 2014. Australasian Marketing Journal, 25(2), 85-96. https://doi.org/10.1016/j.ausmj.2017.04.006
Michaelidou, N., & Hassan, L. M. (2021). The role of health consciousness, food safety concern, and ethical identity on attitudes and intentions towards organic food. International Journal of Consumer Studies, 32(2), 163-170. https://doi.org/10.1111/j.1470-6431.2007.00619.x
Nielsen. (2022). The sustainability imperative: New insights on consumer expectations. Nielsen Global Survey.
https://www.nielsen.com/insights/2022/sustainability-imperative
Rahbar, E., & Wahid, N. A. (2021). Investigation of green marketing tools' effect on consumers' purchase behavior. Business Strategy Series, 12(2), 73-83.
https://doi.org/10.1108/17515631111114877
Ramayah, T., Lee, J. W. C., & Mohamad, O. (2023). Green product purchase intention: Some insights from a developing country. Resources, Conservation and Recycling, 54(12), 1419-1427. https://doi.org/10.1016/j.resconrec.2010.06.007
Rokka, J., & Uusitalo, L. (2021). Preference for green packaging in consumer product choices: Do consumers care? International Journal of Consumer Studies, 32(5), 516-525. https://doi.org/10.1111/j.1470-6431.2008.00710.x
Snyder, H. (2021). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339.
https://doi.org/10.1016/j.jbusres.2019.07.039
Suhadi, A., & Prasetyo, B. (2022). Strategi pemasaran digital UMKM berbasis keberlanjutan: Studi kasus produk organik Surabaya. Jurnal Ilmu Manajemen, 10(3), 789-802.
https://doi.org/10.26740/jim.v10n3.p789-802
Vermeir, I., & Verbeke, W. (2022). Sustainable food consumption: Exploring the consumer attitude - behavioral intention gap. Journal of Agricultural and Environmental Ethics, 19(2), 169-194. https://doi.org/10.1007/s10806-005-5485-3
Wardani, R., Kusuma, A., & Purwanto, H. (2023). Perilaku konsumen milenial terhadap produk ramah lingkungan: Studi di kawasan urban Yogyakarta. Jurnal Bisnis dan Manajemen, 23(2), 112-128. https://doi.org/10.24198/jbm.v23i2.895
World Economic Forum. (2023). The global risks report 2023. World Economic Forum.
https://www.weforum.org/reports/global-risks-report-2023
Yadav, R., & Pathak, G. S. (2021). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739. https://doi.org/10.1016/j.jclepro.2016.06.120
Yazdanifard, R., & Mercy, I. E. (2022). The impact of green marketing on customer satisfaction and environmental safety. Procedia - Social and Behavioral Sciences, 57, 637-641. https://doi.org/10.1016/j.sbspro.2012.09.1229
Published
2026-06-23
How to Cite
Miftahul Jannah. (2026). THE INFLUENCE OF SUSTAINABLE CONSUMER TRENDS ON MODERN SME MARKETING STRATEGIES. Journal Informatic, Education and Management (JIEM), 8(2), 508-515. https://doi.org/10.61992/jiem.v8i2.405
Section
Articles
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