Green Marketing Strategies for Indonesia's Micro, Small, and Medium Enterprises

Abstract

Indonesia as a developing country has a long history of implementing the development transition to become a developed country. During this transition process, social and environmental phenomena also emerged as a result of this agenda. Environmental awareness campaigns for micro, small, and medium enterprises (MSMEs) in Indonesia require a different approach compared to other types of businesses. With the unique characteristics of MSMEs, a special strategy and practice is needed. This chapter explains the implementation of green marketing of MSMEs from the internal and external environment. A case study is also offered to describe how a green B2b Indonesia MSME has succeed in running sustainable business practice. This chapter offers a matrix to visualize the best positioning mapping for MSMEs to effectively and efficiently implement green marketing in Indonesia and any other developing countries. The chapters set the tone for the rest of the chapters examining the implications of the issues discussed for waste management and life cycle assessment for sustainable business practice.