Sustainability-Driven Marketing in SMEs: Examining the Impact of Biospheric Values, Stakeholder Pressures, and Digital Marketing Adoption

Najmi Kamariah ()
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Najmi Kamariah: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 1000-1007 from Springer

Abstract: Abstract Sustainability-driven marketing has become increasingly crucial for small and medium-sized enterprises (SMEs) seeking to balance business growth with environmental responsibility. This study examines the impact of biospheric values and stakeholder pressures on strategic green marketing orientation (SGMO), with digital marketing adoption as a mediating factor. Drawing upon the Upper Echelons Theory and the Theory of Planned Behaviour, a quantitative approach was employed, collecting data from 400 Indonesian SME owner-managers. Structural Equation Modelling (SEM) was utilised to test the proposed hypotheses. The findings indicate that biospheric values significantly influence SGMO, both directly and indirectly through digital marketing adoption. Stakeholder pressures also positively moderate the relationship between digital marketing and SGMO. These results underscore the importance of digital marketing as an enabler of sustainable business practices. The study contributes to green marketing literature by integrating digital transformation into sustainability strategies and offers managerial insights for SMEs to enhance their competitive advantage through eco-conscious marketing. Future research should explore industry-specific dynamics and longitudinal effects of digital marketing on sustainability practices.

Keywords: Strategic Green Marketing Orientation; Digital Marketing; Biospheric Values; SMEs (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-758-8_83

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DOI: 10.2991/978-94-6463-758-8_83

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