Green Marketing Strategy to Overcome Barriers Exports of Micro, Small and Medium Enterprises (MSMEs)

Abstract

This study aims to explain the transformation of MSME marketing strategies in general through a green marketing approach to overcome export barriers. This study focuses on handicraft and beverage MSMEs in South Kalimantan Province. The research method uses a qualitative approach with a sample of 30 respondents, consisting of business actors and consumers from various districts in South Kalimantan, Indonesia. The results show that the marketing mix of MSMEs (products, prices, promotions, and distribution) has not been effective in overcoming export barriers. The product and price of MSMEs are relatively good, but the promotion and distribution aspects are still weak. In addition, the internal and external factors of MSMEs are not optimal. Field data reveal the awareness of MSME actors towards environmentally friendly marketing aspects, such as the use of green packaging and sustainable promotion, which is a new focus in interpreting research results with a green marketing approach. Thus, the green marketing approach provides a new perspective for the transformation of MSME marketing strategies to be more comprehensive and sustainable in facing export challenges. This change in marketing strategy is expected to increase the readiness and competitiveness of MSME exports. In addition, government support in the form of regulations, marketing channels, and adequate access to capital is important so that MSMEs are better prepared to enter the export market