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

DOI

10.2991/978-94-6463-758-8_95How to use a DOI?

Keywords

Sustainability; SMEs; Systematic Literature Review

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Shinta Muliasari
AU  - Muh Asdar
AU  - Indriyanti Sudirman
PY  - 2025
DA  - 2025/07/30
TI  - Challenges in Adopting Green Marketing Strategies: A Study of Small and Medium Enterprises
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 1167
EP  - 1178
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_95
DO  - 10.2991/978-94-6463-758-8_95
ID  - Muliasari2025
ER  -