Environmentally friendly product marketing has become a major strategy for micro, small, and medium enterprises (MSMEs) competing in digital markets. The finding was presented by and a team of researchers from , , , , and in a study published in 2026 by the Indonesian Journal of Business Analytics. The research highlights how growing environmental awareness among digital consumers is reshaping business strategies for MSMEs.
The researchers explained that the green economy is no longer viewed as an optional concept, but as a business necessity for companies seeking to remain competitive in global markets. Modern consumers are increasingly evaluating not only the quality of products, but also the sustainability values behind them, including production transparency and environmental impact.
Within this transition, MSMEs are considered highly strategic because they are more flexible in adopting environmentally friendly practices. The study noted that the use of local raw materials, waste reduction systems, and sustainable packaging has become an important competitive advantage in digital commerce.
The research used a qualitative approach based on strategic analysis and secondary data gathered from journals, books, and scientific reports related to green economy practices and digital marketing trends. The approach was designed to better understand changing consumer behavior and MSME adaptation strategies.
The findings revealed that green marketing strategies in digital markets now extend far beyond simple eco-friendly labels. Researchers identified six major strategies increasingly used by MSMEs:
- Value-based storytelling and product transparency
- Green branding optimization and digital eco-labels
- Educational content and customer-driven social proof
- Sustainable packaging strategies
- Community-based marketing and micro-influencer collaboration
- Transparent pricing for environmentally friendly products
One of the most effective strategies identified in the study is the use of social media platforms such as Instagram Reels and TikTok to showcase environmentally friendly production processes. According to the researchers, this approach helps MSMEs build emotional connections with consumers who share sustainability values.
The study also emphasized the growing importance of digital eco-labels in online marketplaces. Labels such as “biodegradable,” “zero waste,” and “cruelty-free” were found to help consumers identify sustainable products more easily in highly competitive digital environments.
In addition, community-based marketing has become increasingly influential in 2026. Many MSMEs are now collaborating with micro-influencers whose audiences focus on minimalist lifestyles and environmental awareness. Researchers said this strategy tends to appear more authentic and trustworthy than conventional digital advertising.
Packaging also emerged as a critical factor in digital commerce because it represents the first physical interaction between consumers and products. The use of cassava-based bags, honeycomb paper wrap, and recycled cardboard packaging was identified as an effective way to strengthen brand identity while reducing plastic waste.
According to and the research team, green marketing is no longer simply a promotional trend but a strategic business response to global social change. The researchers noted that consumers are becoming increasingly critical of greenwashing practices, making transparency essential for maintaining public trust.
The findings are considered important for MSMEs, policymakers, and digital marketplace platforms. Green marketing strategies are seen as capable of opening new market opportunities while supporting the development of a more sustainable business ecosystem. For consumers, the trend also increases access to products that support environmentally conscious lifestyles.
Author Profiles
- Tengku Kespandiar- Politeknik Negeri Bengkalis
- Elizabeth- Universitas Budi Luhur
- Rino Istarno- Universitas Al-Khairiyah
- Nurlina- Politeknik LP3I Jakarta
- Ratnawita- Universitas Mitra Bangsa
Research Source:
“Green Product Marketing Strategy for Micro, Small, and Medium Enterprises in Digital-Based Markets,” Indonesian Journal of Business Analytics, Vol. 6 No. 2, 2026.
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