Indonesia is facing increasing environmental pressure, from plastic waste to climate change impacts. At the same time, the country is home to more than 30 million micro, small, and medium enterprises (MSMEs), making it one of the largest MSME ecosystems in the world. As competition intensifies, businesses are seeking new ways to stand out. Green marketing—promoting products as environmentally friendly—has become a promising strategy, but its actual influence on consumer behavior has remained debated.
This study provides timely evidence that green marketing works—but only when consumers are equipped with sufficient environmental awareness.
Why This Research Matters
Consumers today are not only buying products; they are also buying values. The shift toward sustainable consumption has pushed companies to highlight eco-friendly attributes such as recyclable materials, reduced waste, and ethical production. However, not all consumers respond equally to these messages.
Previous studies have shown mixed results, with some suggesting green marketing has limited or even negative effects on purchase intention. This inconsistency prompted Budiarti and her colleagues to explore a missing link: the role of environmental knowledge.
How the Study Was Conducted
The research used a quantitative survey involving 122 Indonesian respondents who were aware of eco-friendly MSME products. Participants met specific criteria, including being over 18 years old and having concern for environmental issues, although they had not yet purchased such products.
Data collection took place between February and March 2026 through an online questionnaire. The research team applied a statistical modeling technique (PLS-SEM) to examine how green marketing influences purchase intention and how environmental knowledge interacts with that relationship.
The respondent profile shows a strong representation of young consumers: nearly 70 percent were aged 18–24, and most were university students. This demographic is particularly relevant as it represents a generation increasingly aware of sustainability issues.
Key Findings
The results offer clear and measurable insights:
- Green marketing directly increases consumer intention to purchase eco-friendly products.
- Environmental knowledge strengthens the impact of green marketing.
- The combined model explains 63 percent of consumer purchasing intention.
In practical terms, this means that green marketing alone is effective—but becomes significantly more powerful when consumers understand environmental issues and their consequences.
The Role of Consumer Awareness
One of the most important takeaways from the study is the central role of knowledge. Consumers with higher environmental awareness are better equipped to interpret marketing messages, evaluate product claims, and make informed decisions.
They are also more likely to trust brands that genuinely implement sustainable practices. Without this knowledge, even well-designed green marketing campaigns may fail to influence behavior.
As highlighted by the research team from Universitas Negeri Malang, consumer education is a critical component of sustainable marketing success. Environmental knowledge transforms passive awareness into active purchasing decisions.
Practical Implications for MSMEs
The findings provide clear guidance for MSMEs looking to strengthen their market position:
- Product Strategy: Focus on environmentally friendly materials that are recyclable and durable
- Pricing Strategy: Ensure that prices reflect both quality and sustainability value
- Distribution Strategy: Use eco-conscious packaging and delivery systems
- Promotion Strategy: Communicate environmental benefits and educate consumers consistently
These strategies help businesses build credibility and connect with environmentally conscious consumers in a meaningful way.
Broader Impact on Society and Policy
Beyond business applications, the study highlights a broader societal challenge: increasing environmental literacy. Governments, educators, and organizations play a vital role in raising awareness about sustainability.
When consumers understand environmental issues, they are more likely to support eco-friendly products and contribute to sustainable economic growth. This creates a positive cycle where informed consumers drive responsible business practices.
The research also reinforces the idea that sustainability is not only a production issue but also a communication and education issue.
Author Profiles
- Lina Budiarti – Doctoral researcher in Management Science, Universitas Negeri Malang; specializes in green marketing and consumer behavior
- Sudarmiatin – Lecturer in Management Science, Universitas Negeri Malang; focuses on MSME development and marketing strategy
- Agus Hermawan – Professor of Management Science, Universitas Negeri Malang; expert in business strategy and marketing
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