Green Marketing in MSMEs: Systematic Review Literature
DOI:
https://doi.org/10.53697/emak.v7i1.3630Keywords:
Pemasaran Hijau, Tinjauan Literatur Sistematis, UMKMAbstract
Studi ini bertujuan untuk meneliti perkembangan pemasaran hijau di Usaha Mikro, Kecil, dan Menengah (UMKM), dengan fokus pada implementasinya, dampaknya terhadap perilaku konsumen, dan kontribusinya terhadap keberlanjutan bisnis. Studi ini juga mengidentifikasi tren yang muncul dan kesenjangan penelitian untuk studi masa depan. Tinjauan Pustaka Sistematis (SLR) dilakukan mengikuti protokol PRISMA. Data dikumpulkan dari Scopus dan Google Scholar pada Desember 2025 menggunakan kata kunci seperti “pemasaran hijau,” “pemasaran berkelanjutan,” “pemasaran ramah lingkungan,” “UMKM,” dan “keberlanjutan bisnis.” Empat puluh lima artikel berbahasa Inggris yang diterbitkan antara tahun 2020 dan 2025 dianalisis secara tematik menggunakan analisis konten. Studi ini menunjukkan bahwa pemasaran hijau semakin sentral bagi daya saing dan keberlanjutan UMKM. Temuan utama meliputi pengaruh pemasaran hijau terhadap perilaku konsumen melalui kepercayaan hijau dan citra merek, integrasi pemasaran digital dan inovasi hijau, serta peran kepemimpinan hijau dalam mempromosikan budaya keberlanjutan. Kesenjangan penelitian ada pada perspektif internal UMKM, studi longitudinal yang terbatas, dan kebutuhan untuk mengintegrasikan aspek sosial, digital, dan lingkungan. Studi ini terbatas pada artikel berbahasa Inggris dari tahun 2020–2025 dan tidak mencakup literatur abu-abu. Pendekatan kualitatifnya dapat membatasi generalisasi di semua konteks. Penelitian ini memperkaya pengetahuan tentang tren dan kesenjangan pemasaran hijau, menawarkan wawasan praktis bagi UMKM, pembuat kebijakan, dan lembaga pendukung untuk merancang strategi pemasaran hijau yang efektif dan berkelanjutan.
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