PENINGKATAN KESADARAN DAN IMPLEMENTASI GREEN MARKETING BAGI UMKM DALAM MENDUKUNG PEMBANGUNAN BERKELANJUTAN DI KOTA CIREBON
DOI:
https://doi.org/10.71154/f1ntkf73Kata Kunci:
Green Marketing, Keberlanjutan, UMKMAbstrak
Program pengabdian kepada masyarakat ini bertujuan untuk meningkatkan kesadaran dan implementasi green marketing bagi UMKM di Kota Cirebon dalam mendukung pembangunan berkelanjutan. Pelatihan dan pendampingan dilakukan untuk memberikan pemahaman mengenai konsep pemasaran hijau serta strategi penerapannya dalam bisnis. Hasil kegiatan menunjukkan bahwa peserta mengalami peningkatan wawasan mengenai manfaat green marketing, baik dalam aspek lingkungan maupun daya saing usaha. Beberapa UMKM mulai menerapkan strategi pemasaran hijau dengan menggunakan bahan baku ramah lingkungan, kemasan biodegradable, serta komunikasi berbasis keberlanjutan. Tantangan utama yang dihadapi meliputi biaya produksi yang lebih tinggi, keterbatasan akses bahan baku hijau, serta kesadaran konsumen yang masih rendah. Pendampingan yang berkelanjutan serta dukungan dari pemerintah dan akademisi diperlukan agar penerapan green marketing dapat lebih efektif. Digital marketing menjadi salah satu strategi yang diusulkan untuk memperluas pasar produk hijau secara lebih efisien. Program ini memberikan dampak positif dalam membangun ekosistem bisnis berkelanjutan bagi UMKM di Kota Cirebon. Evaluasi lebih lanjut masih diperlukan untuk mengukur dampak jangka panjang dari implementasi strategi pemasaran hijau ini.
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Referensi
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