The Impact of Green Marketing on the Competitiveness of Local Ecotourism-Based MSME Products

Authors

  • Vinandri Hapsari Universitas Borobudur, Indonesia
  • Heru Subiyantoro Universitas Borobudur, Indonesia

DOI:

https://doi.org/10.38035/gijea.v3i4.676

Keywords:

green marketing, competitiveness, MSME, local ecotourism, competitive advantage

Abstract

This study analyzes the impact of green marketing on the competitiveness of MSME products based on local ecotourism in Indonesia. The ecotourism industry has experienced significant growth in response to increasing consumer environmental awareness. MSMEs implementing green marketing strategies show enhanced competitiveness through product differentiation and broader market access. The research employs quantitative methods with surveys of 150 ecotourism MSMEs in Java and Bali. Results indicate green marketing has a positive and significant effect on ecotourism MSME competitiveness, with a determination coefficient of 0.742. Green promotion and green product dimensions are dominant factors in enhancing competitive advantage. MSMEs implementing environmentally friendly practices experienced average revenue increases of 34% and market segment expansion up to 45%. Research implications highlight the importance of government support in facilitating environmentally friendly product certification and green marketing education programs for ecotourism MSME actors.

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Published

2025-12-06

How to Cite

Hapsari, V., & Subiyantoro, H. (2025). The Impact of Green Marketing on the Competitiveness of Local Ecotourism-Based MSME Products. Greenation International Journal of Economics and Accounting, 3(4), 589–597. https://doi.org/10.38035/gijea.v3i4.676

Issue

Vol. 3 No. 4 (2025): Greenation International Journal of Economics and Accounting (December 2025 - February 2026)

Section

Articles

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Copyright (c) 2025 Vinandri Hapsari, Wahyu Murti

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