Green Innovation and Green Marketing Communication: Sustainable UMKM Development Strategy from the Perspective of Environmental Consciousness

Abstract

Transformation towards sustainable business practices is becoming a global imperative, focusing on green innovation and marketing communication in developing MSMEs. This study examines the integration of environmental awareness, green innovation, and marketing communication in the context of Indonesian MSMEs. Using a literature review method, the study investigates the relationship between key variables by analyzing recent literature (2019-2024) from leading academic databases. Key findings reveal three critical insights: First, optimizing integration requires a holistic approach that includes internal capability development, system alignment, and effective communication. Second, environmental awareness is a fundamental catalyst in implementing sustainable practices through strategic orientation, capability development, and resource allocation. Third, the conceptual model shows the dynamic relationship between environmental awareness, green innovation capability, and marketing communication. The study provides theoretical contributions in developing integration theory, understanding the mechanism of environmental awareness, and contextualizing the model in the MSME setting. Practically, the study offers a structured implementation framework to support the sustainable transformation of MSMEs.