From Green Brands to Marketing Gains: Exploring Eco-Brand Resonance Capability in Indonesian Handicraft SMEs

Dublin Core

Title

From Green Brands to Marketing Gains: Exploring Eco-Brand Resonance Capability in Indonesian Handicraft SMEs

Creator

Christina Whidya Utami, Andrea Gideon, Rismawati Sitepu

Proceedings Item Type Metadata

meta_title

From Green Brands to Marketing Gains: Exploring Eco-Brand Resonance Capability in Indonesian Handicraft SMEs

Abstract/Description

This study aims to analyze the role of eco-brand resonance capability in improving the marketing performance of small and medium enterprises (SMEs) in the Indonesian handicraft industry. As consumer awareness of sustainability increases, environmentally-based marketing strategies are becoming increasingly important for companies to maintain competitiveness. This study uses a quantitative approach involving 112 SME owners in the handicraft sector. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to evaluate the relationship between eco-brand resonance capability and marketing performance.The results show that eco-brand resonance capability plays a significant role in improving marketing performance through consumer loyalty and positive perceptions of environmentally friendly brands.. The implications of this study indicate that SMEs that invest in eco-brand resonance strategies can gain sustainable competitive advantages, increase customer loyalty, and strengthen brand position in the market. Therefore, a sustainability-based approach is not only a marketing strategy but also a long-term investment in sustainable business growth andcontributes to the strategic management and sustainable marketing literature and offers a new model that combines dynamic capability and resource advantage theories.

publication_date

2025/06/15

pdf_url

https://insyma.org/proceedings/files/articles/Prof._Dr._Ch._Whidya_Utami.pdf

abstract_html_url

https://insyma.org/proceedings/items/show/360

keywords

eco-brand resonance capability, marketing performance, handicraft SMEs, sustainability, Indonesia, dynamic capability and resource advantage.

firstpage

291

lastpage

297

issn

3047-857X

conference

Proceedings of the International Symposium on Management (INSYMA)

Volume

22

publisher_name

Fakultas Bisnis dan Ekonomika, Universitas Surabaya

Author #1

Christina Whidya Utami

Author #2

Andrea Gideon

Author #3

Rismawati Sitepu

no article

49

authors

Christina Whidya Utami, Andrea Gideon, Rismawati Sitepu

Files

Prof._Dr._Ch._Whidya_Utami.pdf

Citation

Christina Whidya Utami, Andrea Gideon, Rismawati Sitepu, “From Green Brands to Marketing Gains: Exploring Eco-Brand Resonance Capability in Indonesian Handicraft SMEs,” Proceedings of the International Symposium on Management (INSYMA), accessed July 1, 2025, https://insyma.org/proceedings/items/show/360.

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