Strategi Pemasaran Hijau untuk Pangan dan Perilaku Konsumen Berkelanjutan pada UMKM Karangan Jaya

Authors

  • M. Fito Universitas Bina Darma
  • Sulaiman Helmi Universitas Bina Darma

DOI:

https://doi.org/10.61722/japm.v4i2.7850

Keywords:

Green Marketing, Sustainable Consumer Behavior, Hydroponic, Small and Medium Enterprises (SMEs), Karangan Jaya

Abstract

The shift in Indonesian consumption patterns towards health, food quality, and environmental sustainability has opened market opportunities for green products such as hydroponic vegetables. This research aims to analyze the implementation of green marketing strategies and their influence on sustainable consumer behavior at Karangan Jaya Hydroponics SME, a hydroponic vegetable producer in Palembang. Using a descriptive qualitative case study method, data were collected through observation, interviews, and documentation from business owners and consumers. The findings indicate that the SME has applied several core principles of green marketing, particularly in terms of product quality (green product), through pesticide-free hydroponic cultivation with controlled water quality. Promotion is conducted primarily via WhatsApp with an educational approach, which helps build consumer trust (green trust). Consumer behavior shows a sustainable purchasing pattern influenced by perceptions of hygiene, health safety, and product freshness. However, constraints include unstable production, limited digital promotion, and the use of non-eco-friendly plastic packaging. This study concludes that while the SME has successfully built trust and implemented basic green marketing, optimization is required in production management, digital promotion, and eco-friendly packaging to enhance marketing effectiveness and support the transition to a fully sustainable business.

References

Amico, A. D., Boni, A. De, Palmisano, G. O., Morea, E., Acciani, C., & Roma, R. (2025). Consumers ’ perception and willingness to pay for hydroponic tomatoes : the effects of sustainability and quality attributes. 126(13), 573–592. https://doi.org/10.1108/BFJ-04-2024-0353

Ariestania, A. R., & Adriyanto, A. T. (2024). Jurnal Ilmiah Manajemen Dan Bisnis Green Marketing dalam Membentuk Keputusan Pembelian Jurnal Ilmiah Manajemen Dan Bisnis. 25(2), 159–176.

Boncinelli, F., Gerini, F., Piracci, G., Bellia, R., & Casini, L. (2023). Effect of executional greenwashing on market share of food products: An empirical study on green-coloured packaging. Journal of Cleaner Production, 391(September 2022), 136258. https://doi.org/10.1016/j.jclepro.2023.136258

Bulan, V., Tahun, S., Angling, M., Sari, A., & Antriyandarti, E. (2022). PASPALUM : Jurnal Ilmiah Pertanian. 10, 249–258.

Butar, R. A. J. B., & Fitri, N. (2024). Pengaruh Penerapan Green Marketing Terhadap Keputusan Menginap di Harris Resort Waterfront Batam. Abdimas Indonesian Journal, 4(2), 459–466. https://doi.org/10.59525/aij.v4i2.472

Ginting, R. A., Angelia, A., Salsabila, T., Damero, S., Primananda, R., & Setyo, K. (2023). Pengaruh Green Marketing, Inovasi Produk dan Brand Awareness Terhadap Keputusan Pembelian (Studi Kasus: PT Unilever Indonesia Tbk). Jurnal Ilmu Multidisplin, 1(4), 986–992. https://doi.org/10.38035/jim.v1i4.198

Harsono, M., Maret, U. S., Tinggi, S., Ekonomi, I., & Jakarta, M. (2022). JURNAL EKOBIS : EKONOMI , BISNIS & MANAJEMEN JURNAL EKOBIS : EKONOMI , BISNIS & MANAJEMEN. 12, 116–136.

Hernawati, E. (2021). Konsep Green Marketing Dan Dampaknya Terhadap Perilaku Konsumen Indonesia. 92–112.

Hidayat, T. (2024). Jurnal Dinamika Bisnis dan Kewirausahaan Analisis Triple Bottom Line pada Implementasi Green Marketing di Sektor Industri Indonesia Menggunakan Metode SEM-PLS Jurnal Dinamika Bisnis dan Kewirausahaan. 1(2), 182–200.

Latuni, F. (2023). PENGARUH PENERAPAN PEMASARAN HIJAU ( GREEN MINIMARKET ALFA MIDI MALALAYANG SATU KOTA MANADO. 4(1), 19–24.

Meixner, O., Riefler, P., & Schanes, K. (2021). Sustainable consumer behavior and food marketing. In Sustainability (Switzerland) (Vol. 13). https://doi.org/10.3390/su132212916

Mirrahma, A. A., Lidyah, R., & Maulana, C. Z. (2025). Pengaruh Green Marketing Terhadap Keputusan Pembelian Kopi Ramah Lingkungan Melalui Kesadaran Lingkungan Di Fore Coffee Palembang Dalam Perspektif Maqashid Syariah. 8, 203–218.

Mubarok, R. (2024). PENGARUH GREEN MARKETING DAN KESADARAN LINGKUNGAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PRODUK AQUA Pendahuluan. 02(03).

Nadhifa Khansa, M. S. (2024). Pengaruh Strategi Green Marketing terhadap Brand Image dan Keputusan pada Pembelian Produk The Body Shop di Indonesia. 02(06), 66–78.

Noviaty, E., Damayanti, N., Ekonomi, F., Mohammad, U., Thamrin, H., Ekonomi, F., … Suryadarma, M. (2024). Pengaruh Green Marketing dan Kepercayaan terhadap Keputusan Pembelian Pelanggan ( Studi Kasus Pada The Bodyshop Jakarta ) Abstrak dilihat sebagai indikasi lain bahwa kepedulian lingkungan merupakan area yang potensial sebagai strategi bisnis ( Menon & Men. 5(2), 678–693.

Puspitasari, R. (2025). Adoption Of Green Marketing Driven By Sustainable Environmental Initiatives In The Food And Beverage Sector. 13(2), 1159–1166. https://doi.org/10.37641/jimkes.v13i2.3128

Putri, A. N. M. & K. A. S. (2023). JIMEA | Jurnal Ilmiah MEA ( Manajemen , Ekonomi , dan Akuntansi ). 7(3), 383–398.

Sousa, S., Correia, E., Sá, V., Viseu, C., Maduro, I., & Sousa, L. (2025). Egg Consumption Patterns and Sustainability: Insights from the Portuguese Context. Agriculture (Switzerland), 15(14), 1–22. https://doi.org/10.3390/agriculture15141462

Sunaryanti, D. P., Pranata, I. G., & Firmansyah, A. M. (2025). SAYURAN ORGANIK DI INDONESIA ( Integrasi Teori Perilaku Terencana dan Teori Nilai Konsumsi ). (105).

Utami, K. S. (2020). Green Consumers Behavior: Perilaku Konsumen dalam Pembelian Produk Ramah Lingkungan. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 209. https://doi.org/10.30588/jmp.v9i2.499

Wijayanti, E., & Murtadlo, K. (2025). Pengaruh Green Marketing dan Persepsi Kualitas terhadap Customer Loyalty Melalui Customer Satisfaction Pada Brand Fashion Lokal Yang Berkelanjutan Cottonink Surabaya. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(3), 3992–4004. https://doi.org/10.31004/riggs.v4i3.2572

Yuliarini, T., Soeharsono, Lamid, M., Arif, M. A. Al, Sarmanu, & Hidanah, S. (2020). Analysis of Marketing Opportunity Increase based on Consumer Criteria for Hydroponic Vegetable Producers in Surabaya. Caraka Tani: Journal of Sustainable Agriculture, 35(2), 278–288. https://doi.org/10.20961/carakatani.v35i2.29622

Yunita Kosasih, F., Santoso, W., & Riza, F. (2025). Pengaruh Green Marketing terhadap Green Purchase Intention melalui Green Trust pada Produk Buku Tulis PT Pabrik Kertas Tjiwi Kimia Tbk. Journal of Accounting and Finance Management, 6(4), 2277–2293. https://doi.org/10.38035/jafm.v6i4.2512

Zulfikar, R. (2023). Penggunaan Theory of Planned Behavior dalam Kajian Perilaku. 10(November), 28–41. https://doi.org/10.31289/jkbm.v10i1.10456

Downloads

Published

2025-12-21

Issue

Vol. 4 No. 2 (2026): Maret

Section

Articles

License

Copyright (c) 2025 JURNAL AKADEMIK PENGABDIAN MASYARAKAT

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.