Green Marketing Strategies for Sustainable Agriculture: Crafting Eco-Conscious Consumer Engagement in the Digital Age
Najihatul Faridy- Allif Syahputra Bania

universitas Samudra

Abstract

Growing consumer awareness of environmental issues has driven increasing demand for sustainably produced products, including in the agricultural sector. However, many sustainable agricultural businesses face challenges in effectively communicating the green value of their products to consumers. This study aims to explore effective green marketing strategies in increasing consumer awareness and loyalty towards sustainable agricultural products. Using qualitative and quantitative approaches, this study involved in-depth interviews with sustainable agricultural business actors and a survey of environmentally conscious consumers. The results show that key elements in green marketing strategies, such as the use of eco-labels, authentic sustainability narratives, and ecological packaging, play a significant role in shaping consumer preferences and loyalty. In addition, digital marketing, especially through social media and e-commerce platforms, has proven to be an effective tool in expanding the reach of sustainable agricultural products and building deeper consumer engagement. This study provides practical contributions for sustainable agricultural businesses in designing marketing strategies that not only increase sales but also support the development of a green economy. Recommendations generated from this study can be applied by business actors to increase their competitiveness in a market that is increasingly aware of the importance of environmentally friendly agricultural practices.

Keywords: Crafting Eco-Conscious Consumer- Digital Age- Green Marketing- Sustainable Agriculture

Topic: Social Sciences and Humanities