ANALYSIS OF GREEN MARKETING TO INCREASE CULINARY MSME SALES IN GOR BOTANIA 1 BATAM AREA

Abstract

The development of environmental issues and increasing consumer awareness of sustainability has encouraged businesses to implement environmentally friendly marketing strategies or green marketing. Culinary MSMEs as one of the dominant sectors in Batam City have a strategic role in supporting economic growth while maintaining environmental sustainability. This study aims to analyze the implementation of green marketing strategies in culinary MSMEs in the GOR Botania 1 Batam area, as well as identify the driving factors, obstacles, and consumer perceptions of these practices. This research uses a descriptive qualitative approach with data collection techniques through in-depth interviews, field observations, and documentation. The research informants consisted of culinary MSME actors and several consumers in the GOR Botania 1 area. Data analysis was carried out using Miles and Huberman's interactive model which includes data reduction, data presentation, and conclusion drawing. The results showed that some culinary MSMEs have implemented green marketing elements such as the use of environmentally friendly packaging, simple waste management, and promotions that emphasize the value of cleanliness and environmental care. However, the implementation has not been carried out optimally due to limited capital, lack of understanding of green marketing concepts, and limited access to environmentally friendly materials. From the consumer side, the implementation of green marketing is perceived positively and has the potential to improve business image and consumer trust. This study concludes that green marketing strategies can be an opportunity for culinary MSMEs to improve business competitiveness and sustainability if supported by education, assistance, and appropriate policies.