Green Marketing and Collective Values: A Micro-Phenomenological Study of Artani Bulk Store

Nurul Kharisma () and Muhammad Ismail
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Nurul Kharisma: Hasanuddin University
Muhammad Ismail: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 2053-2062 from Springer

Abstract: Abstract Amid rising awareness of sustainability, green marketing practices have evolved beyond promotional tools into communicative strategies that foster social relations between businesses and consumers. However, limited studies have investigated how such communication practices shape collective values within consumer communities, particularly at the micro-enterprise level. This study explores how Artani Bulk Store a sustainable retail business in Makassar implements communicative strategies that not only convey ecological messages but also cultivate a community of shared values. Adopting a qualitative approach and Interpretative Phenomenological Analysis (IPA), data were collected through in-depth interviews with the business owner and loyal consumers. The analysis focused on consumers’ lived experiences in responding to the store’s communication practices. Results reveal that Artani’s communication is participatory and consistent, facilitating emotional engagement and encouraging the transformation of consumption into social action. Consumers do not merely function as buyers, but as active agents within a shared narrative of change enabled through dialogic spaces, educational efforts, and community-based initiatives. This research highlights that green marketing can serve as a medium for building collective values, enhancing social cohesion, and expanding the role of marketing beyond economic exchange. In micro-enterprise contexts, value-based communication offers pathways to more grounded and meaningful sustainability practices.

Keywords: green marketing; value communication; consumer community; micro-enterprise; collective values (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-709-5_143

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DOI: 10.2991/978-94-6239-709-5_143

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