Green marketing practices in MSMEs and their role in sustainable development: A comprehensive article

Abstract

Micro, Small and Medium Enterprises (MSMEs) play a pivotal role in economic growth, employment generation, and community development. As sustainability moves from niche concern to mainstream business imperative, green marketing integrating environmental considerations into product development, promotion, distribution, and post-sale service offers MSMEs a pathway to competitive advantage and societal value creation. This article examines green marketing practices suited to MSMEs, their potential contribution to sustainable development, barriers to adoption, and strategies to scale impact. Using a mixed-methods research design (survey of 250 MSME owners/managers + 20 in-depth interviews across manufacturing, services, and agribusiness sectors), the study investigates awareness, current practices, drivers, and constraints. Findings indicate moderate awareness but limited implementation: common green actions include waste minimization, eco-packaging, and energy-efficient lighting; less common are lifecycle assessments and green certifications. Key drivers are cost-savings, customer demand, and regulatory pressure; principal barriers include limited capital, knowledge gaps, and supply-chain constraints. The paper discusses policy and managerial implications: targeted subsidies, capacity-building programs, green procurement by larger firms/government, and cluster-based interventions to lower adoption costs. Recommendations include stepwise green roadmaps for MSMEs, accessible certification pathways, and public-private partnerships to finance green upgrades. The article concludes that while MSMEs face constraints, well-designed interventions and incremental adoption of green marketing can amplify their contribution to sustainable development, creating environmental benefits alongside improved market positioning and resilience.