Waste to Wealth: The Mediating Role of Eco-Craft Product Innovation in the Effect of Digital Literacy on the Export Readiness of Shell-Waste Crafts among Coastal MSMEs in Sanur

DOI

10.2991/978-94-6239-809-2_11How to use a DOI?

Keywords

Circular Economy; Coastal MSMEs; Digital Marketing Literacy; Eco-Craft Innovation; Export Readiness

Abstract

The adoption of a circular economy through a “waste to wealth” approach provides coastal Micro, Small, and Medium Enterprises (MSMEs) with opportunities to develop products that are competitive in international markets. However, shell-craft MSMEs in Sanur, Bali, continue to encounter challenges in penetrating export markets. This study investigates whether eco-craft product innovation mediates the relationship between digital marketing literacy and MSME export readiness. Using a quantitative approach, data were collected through a survey of shell-waste handicraft MSMEs operating in coastal Sanur and analyzed using Partial Least Squares Structural Equation Modeling (PLSSEM) with SmartPLS, complemented by Importance-Performance Map Analysis (IPMA). The findings indicate that digital marketing literacy has a positive and significant influence on both eco-craft product innovation and export readiness. In addition, eco-craft product innovation contributes positively to export readiness. The structural model accounts for 57.2% of the variance in export readiness, while eco-craft product innovation demonstrates a partial mediating effect in the relationship between digital marketing literacy and export readiness, with an indirect effect of 0.378 (p < 0.001). The IPMA results further indicate that processing techniques and design creativity require particular attention because of their high importance but comparatively lower performance. These findings support the proposed “Shore to Store” pathway, which promotes the transformation of coastal shell waste into innovative and environmentally oriented products with greater potential for international markets.

Copyright

© 2026 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  - Ketut Vini Elfarosa
AU  - Luh Kemala Putri Widhiari
AU  - Eldian Rinaldi
AU  - Leni Anggraini Susanti
AU  - Ni Putu Ritra Trees Ari Kartika Hadi Saraswati
PY  - 2026
DA  - 2026/10/24
TI  - Waste to Wealth: The Mediating Role of Eco-Craft Product Innovation in the Effect of Digital Literacy on the Export Readiness of Shell-Waste Crafts among Coastal MSMEs in Sanur
BT  - Proceedings of the International Conference on Sustainable Green Tourism Applied Science - Social Applied Science 2026 (ICoSTAS-SAS 2026)
PB  - Atlantis Press
SP  - 102
EP  - 112
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-94-6239-809-2_11
DO  - 10.2991/978-94-6239-809-2_11
ID  - Elfarosa2026
ER  -