Implementation of Green Marketing in SMEs as an Effort to Enter the Market A Case Study on Silk Weaving in Makassar City
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Abstract
This study aims to analyze the implementation of green marketing among silk SMEs in Makassar as an effort to expand their market reach. The research employed a descriptive qualitative method with a case study approach, using interviews, observation, and documentation. Findings reveal that enviromentally friendly production practices, such as the use o natural dyes and manual weaving, have begun to be adopted by some medium-scale SMEs. However, limited financial resources, knowledge, and external support hinder most small-scale SMEs from adopting such practices. In terms of promotion, most SMEs still focus on product aesthetics and pricing without emphasizing sustainability values, leaving consumers uninformed abaout the green advantages of their products. In fact, consumers demonstrated latent interest and willingness to pay a higher price for eco-friendly products when clear information was provided. In conclusion, the implementation of green marketing in Makassar’s silk SMEs remains partial and requires systematic support to enhance competitiveness in national and global markets.
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