THE ROLE OF GREEN PACKAGING AS AN IMPLEMENTATION OF SUSTAINABILITY MARKETING STRATEGY IN ENHANCING THE ECONOMIC GROWTH OF MICRO, SMALL AND MEDIUM ENTERPRISE
Keywords:
Sustainability Development Goal, Strategic Sustainability Marketing, Green Packaging
Abstract
This Community Service Program (PKM) was carried out by a team from Universitas Mercu Buana (UMB) in collaboration with PERMAI (Pertubuhan Masyarakat Indonesia di Pulau Pinang, Malaysia), a self-organized Indonesian community in Penang, primarily composed of MSME entrepreneurs. MSMEs play a pivotal role in fostering sustainable economic growth aligned with the Sustainable Development Goals (SDGs). However, many MSMEs in Penang have yet to implement sustainability marketing strategies or adopt green packaging as a value- added component. This program aimed to raise awareness and provide education on sustainable marketing and the importance of eco-friendly packaging to improve product competitiveness. Expected outcomes include increased knowledge of SDG-oriented business practices and greater understanding of the added value of green packaging. External targets comprise publications in national journals or international conference proceedings, media articles, documentation videos, improved community skills and awareness, and potential copyright registration. Continuous evaluation and monitoring ensure the program's effectiveness and sustainability. This initiative is expected to significantly contribute to empowering Indonesian diaspora MSMEs in adopting environmentally and socially responsible business practices.
Downloads
Download data is not yet available.
References
Saini, M., Sengupta, E., Singh, M., Singh, H., & Singh, J. (2023). Sustainable Development Goal for Quality Education (SDG 4): A study on SDG 4 to extract the pattern of association among the indicators of SDG 4 employing a genetic algorithm. Education and Information Technologies, 28(2), 2031-2069.
Bhuiyan, M. A. H. B., & Darda, M. A. (2021). Tourism for sustainable development goals (SDGs) achievement in Bangladesh. Bangladesh Journal of Public Administration, 29(2), 53-63.
Kisieliauskas, J., & Jančaitis, A. (2022). Green marketing impact on perceived brand value in different generations. Management Theory and Studies for Rural Business and Infrastructure Development, 44(2), 125- 133.
Nwadike, G. U., Idenedo, W. O., & Okoro, R. (2020). Green Product Marketing and Achievement of Global Environmentally Sustainable Goals in South-South of Nigeria. International Academic Journal of Management and Marketing, 6(5), 74-94.
Wandosell, G., Parra-Meroño, M. C., Alcayde, A., & Baños, R. (2021). Green packaging from consumer and business perspectives. Sustainability, 13(3), 1356.
Al-Abdallah, G. M., & Al-Salim, M. I. (2021). Green product innovation and competitive advantage: an empirical study of chemical industrial plants in Jordanian qualified industrial zones. Benchmarking: An International Journal, 28(8), 2542-2560.
Wang, B., Li, J., Sun, A., Wang, Y., & Wu, D. (2019). Residents’ green purchasing intentions in a developing- country context: Integrating PLS-SEM and MGA methods. Sustainability, 12(1), 30.
Idumah, C. I., & Nwuzor, I. C. (2019). Novel trends in plastic waste management. SN Applied Sciences, 1, 1- 14.
Indonesia Baik. Berapa lama sampah plastik bisa terurai? Indonesia Baik. Diakses pada 10 Oktober 2024, dari https://indonesiabaik.id/infografis/berapa-lama-sampah-plastik-bisa-terurai. 202.3
Ministry of Environment and Forestry of the Republic of Indonesia. National Waste Management Information System (SIPSN). Retrieved on October 10, 2024, from https://sipsn.menlhk.go.id/sipsn/. 2023.
Babaremu, K. O., Okoya, S. A., Hughes, E., Tijani, B., Teidi, D., Akpan, A., ... & Akinlabi, E. T. (2022). Sustainable plastic waste management in a circular economy. Heliyon, 8(7).
IMANINGSIH, E. S., RAMLI, Y., & OKTAVIANI, D. (2024). Green Strategy–Halal Branding Management As A Solution To Increase The Economic Growth Of Msmes. Akuntansi dan Humaniora: Jurnal Pengabdian Masyarakat, 3(1), 65-71.
Adialita, T. (2015). Green marketing dan Green Consumer Behavior di Indonesia. Jurnal Ekonomi Manajemen dan Akuntansi, 12(1), 88-106.
Alamsyah, D. P., & Hadiyanti, D. (2017). Green awareness, brand image dan Niat Pembelian. Jurnal Ekonomi Modernisasi, 13(3), 119-130.
Bhatti, K. K., & Nawaz, M. M. (2017). Impact of customer satisfaction, trust, and customer perceived value on customer loyalty: Evidence from Pakistan’s telecommunication industry. Total Quality Management & Business Excellence. 28(7-8), 880-899.
Chen, Y.-F., & Chen, Y.-H. (2018). The relationships among brand image, trust, and customer loyalty in the retail banking sector. Journal of Business Research, 88, 456-465. Cheung, C., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Journal of Travel & Tourism Marketing. 29(5), 461-476.
Ghazali, E. M., Nguyen, B., Mutum, D. S., & Yap, S. F. (2019). Pro-environmental behaviours and Value- Belief-Norm theory: Assessing unobserved heterogeneity of two ethnic groups. Sustainability, 11(12), 3237.
Hongdiyanto, C., Christian, T. F., & Dewanti, P. S. P. (2020). The effect of entrepreneurial learning towards entrepreneurial intention of indonesian women.
Lee, K. (2011). The role of media exposure, social exposure and biospheric value orientation in the environmental attitude-intention-behavior model in adolescents. Journal of environmental psychology, 31(4), 301-308.
Mowen, J. C. (2009) Consumer Behavior. Newyork: Macmillan Publishing Company.
Prakash, G. P. (2017). Intention to Buy Eco-Friendly Packaged Products Among Young Consumers of India: A Study on Developing Nation. Journal of Cleaner Production, 14(1), 385 – 393.
Sangadji, E. S. (2013). Perilaku Konsumen: Pendekatan Praktis Disertasi: Himpunan Jurnal Penelitian.
Yogyakarta: Andi.
Sari, D. P., Masruroh, N. A., & Asih, A. M. S. (2021). Consumer intention to participate in e-waste collection programs: A study of smartphone waste in Indonesia. Sustainability, 13(5), 2759.
Sofhan, Y. N. (2014). Pengaruh Green Product Terhadap Keputusan Pembelian (Studi Pada Produk Air Conditioner Panasonic Inverter Econavi Di Jakarta Pusat).
United Nations. Transforming our world: The 2030 agenda for sustainable development. Department of Economic and Social Affairs, Sustainable Development. Retrieved October 8, 2024, from https://sdgs.un.org/2030agenda. 2015.
Wong, M. Y., & Chan, R. Y. (2018). Antecedents and outcomes of green product purchase decisions among Chinese consumers in Hong Kong. Journal of Retailing and Consumer Services, 40, 48-58.
Yadav, R. (2016). Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation. Journal of Retailing and Consumer services, 33, 92- 97.
Bhuiyan, M. A. H. B., & Darda, M. A. (2021). Tourism for sustainable development goals (SDGs) achievement in Bangladesh. Bangladesh Journal of Public Administration, 29(2), 53-63.
Kisieliauskas, J., & Jančaitis, A. (2022). Green marketing impact on perceived brand value in different generations. Management Theory and Studies for Rural Business and Infrastructure Development, 44(2), 125- 133.
Nwadike, G. U., Idenedo, W. O., & Okoro, R. (2020). Green Product Marketing and Achievement of Global Environmentally Sustainable Goals in South-South of Nigeria. International Academic Journal of Management and Marketing, 6(5), 74-94.
Wandosell, G., Parra-Meroño, M. C., Alcayde, A., & Baños, R. (2021). Green packaging from consumer and business perspectives. Sustainability, 13(3), 1356.
Al-Abdallah, G. M., & Al-Salim, M. I. (2021). Green product innovation and competitive advantage: an empirical study of chemical industrial plants in Jordanian qualified industrial zones. Benchmarking: An International Journal, 28(8), 2542-2560.
Wang, B., Li, J., Sun, A., Wang, Y., & Wu, D. (2019). Residents’ green purchasing intentions in a developing- country context: Integrating PLS-SEM and MGA methods. Sustainability, 12(1), 30.
Idumah, C. I., & Nwuzor, I. C. (2019). Novel trends in plastic waste management. SN Applied Sciences, 1, 1- 14.
Indonesia Baik. Berapa lama sampah plastik bisa terurai? Indonesia Baik. Diakses pada 10 Oktober 2024, dari https://indonesiabaik.id/infografis/berapa-lama-sampah-plastik-bisa-terurai. 202.3
Ministry of Environment and Forestry of the Republic of Indonesia. National Waste Management Information System (SIPSN). Retrieved on October 10, 2024, from https://sipsn.menlhk.go.id/sipsn/. 2023.
Babaremu, K. O., Okoya, S. A., Hughes, E., Tijani, B., Teidi, D., Akpan, A., ... & Akinlabi, E. T. (2022). Sustainable plastic waste management in a circular economy. Heliyon, 8(7).
IMANINGSIH, E. S., RAMLI, Y., & OKTAVIANI, D. (2024). Green Strategy–Halal Branding Management As A Solution To Increase The Economic Growth Of Msmes. Akuntansi dan Humaniora: Jurnal Pengabdian Masyarakat, 3(1), 65-71.
Adialita, T. (2015). Green marketing dan Green Consumer Behavior di Indonesia. Jurnal Ekonomi Manajemen dan Akuntansi, 12(1), 88-106.
Alamsyah, D. P., & Hadiyanti, D. (2017). Green awareness, brand image dan Niat Pembelian. Jurnal Ekonomi Modernisasi, 13(3), 119-130.
Bhatti, K. K., & Nawaz, M. M. (2017). Impact of customer satisfaction, trust, and customer perceived value on customer loyalty: Evidence from Pakistan’s telecommunication industry. Total Quality Management & Business Excellence. 28(7-8), 880-899.
Chen, Y.-F., & Chen, Y.-H. (2018). The relationships among brand image, trust, and customer loyalty in the retail banking sector. Journal of Business Research, 88, 456-465. Cheung, C., & Thadani, D. R. (2012). The impact of electronic word-of-mouth communication: A literature analysis and integrative model. Journal of Travel & Tourism Marketing. 29(5), 461-476.
Ghazali, E. M., Nguyen, B., Mutum, D. S., & Yap, S. F. (2019). Pro-environmental behaviours and Value- Belief-Norm theory: Assessing unobserved heterogeneity of two ethnic groups. Sustainability, 11(12), 3237.
Hongdiyanto, C., Christian, T. F., & Dewanti, P. S. P. (2020). The effect of entrepreneurial learning towards entrepreneurial intention of indonesian women.
Lee, K. (2011). The role of media exposure, social exposure and biospheric value orientation in the environmental attitude-intention-behavior model in adolescents. Journal of environmental psychology, 31(4), 301-308.
Mowen, J. C. (2009) Consumer Behavior. Newyork: Macmillan Publishing Company.
Prakash, G. P. (2017). Intention to Buy Eco-Friendly Packaged Products Among Young Consumers of India: A Study on Developing Nation. Journal of Cleaner Production, 14(1), 385 – 393.
Sangadji, E. S. (2013). Perilaku Konsumen: Pendekatan Praktis Disertasi: Himpunan Jurnal Penelitian.
Yogyakarta: Andi.
Sari, D. P., Masruroh, N. A., & Asih, A. M. S. (2021). Consumer intention to participate in e-waste collection programs: A study of smartphone waste in Indonesia. Sustainability, 13(5), 2759.
Sofhan, Y. N. (2014). Pengaruh Green Product Terhadap Keputusan Pembelian (Studi Pada Produk Air Conditioner Panasonic Inverter Econavi Di Jakarta Pusat).
United Nations. Transforming our world: The 2030 agenda for sustainable development. Department of Economic and Social Affairs, Sustainable Development. Retrieved October 8, 2024, from https://sdgs.un.org/2030agenda. 2015.
Wong, M. Y., & Chan, R. Y. (2018). Antecedents and outcomes of green product purchase decisions among Chinese consumers in Hong Kong. Journal of Retailing and Consumer Services, 40, 48-58.
Yadav, R. (2016). Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation. Journal of Retailing and Consumer services, 33, 92- 97.
Published
2025-10-24
How to Cite
IMANINGSIH, E., RAMLI, Y., & RAHMAD, K. (2025). THE ROLE OF GREEN PACKAGING AS AN IMPLEMENTATION OF SUSTAINABILITY MARKETING STRATEGY IN ENHANCING THE ECONOMIC GROWTH OF MICRO, SMALL AND MEDIUM ENTERPRISE. ICCD, 7(1), 201-206. https://doi.org/10.33068/iccd.v7i1.861
Issue
Section
Articles
