Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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

Authors
Najmi Kamariah1, *
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: najmikamariah@gmail.com
Corresponding Author
Najmi Kamariah
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_83How to use a DOI?
Keywords
Strategic Green Marketing Orientation; Digital Marketing; Biospheric Values; SMEs
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.

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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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_83How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Najmi Kamariah
PY  - 2025
DA  - 2025/07/30
TI  - Sustainability-Driven Marketing in SMEs: Examining the Impact of Biospheric Values, Stakeholder Pressures, and Digital Marketing Adoption
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 1000
EP  - 1007
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_83
DO  - 10.2991/978-94-6463-758-8_83
ID  - Kamariah2025
ER  -