Challenges in Adopting Green Marketing Strategies: A Study of Small and Medium Enterprises

Shinta Muliasari (), Muh Asdar and Indriyanti Sudirman
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Shinta Muliasari: Hasanuddin University
Muh Asdar: Hasanuddin University
Indriyanti Sudirman: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 1167-1178 from Springer

Abstract: Abstract This article provides a systematic literature review (SLR) on the challenges faced by small and medium enterprises (SMEs) in adopting green marketing strategies. Green marketing refers to the promotion of products and services based on the environmental benefits, aligning business practices with sustainability goals and meeting the growing demand for ecofriendly solutions. Despite its potential to improve business performance and competitiveness, many SMEs face significant barriers to adoption. Through a SLR, this study explores these challenges by synthesizing findings from different regions and industries, providing a comprehensive analysis of factors that influence the success of green marketing strategies. This study identified key barriers, such as the high cost of sustainable practices, limited marked access, and inadequate consumer demand for ecofriendly products. This study also shows that although businesses recognize the potential of green marketing to drive competitive advantage, its implementation is still hampered by practical challenges, especially for SMEs in a diverse economic context. Research recommendations for future are developing region specific green marketing frameworks, exploring innovative financing mechanisms to support green initiatives, and further investigation of digital platforms in improving the visibility and success of sustainable marketing strategies. These SLR provide valuable insights for researchers and practitioners aiming to encourage more sustainable business practices and bridge the gap between environmental goals and market realities.

Keywords: Sustainability; SMEs; Systematic Literature Review (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-758-8_95

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