Sustainable Marketing Strategies Research Articles

PESTLE Analysis and Sustainable Event Marketing - Evidences from Mount Kinabalu International Climbathon Destination, Borneo

As an industry practitioner, this research strives to explore and engage in intellectual discourse on the current theoretical paradigm practice of sustainable marketing efficiency strategy design for tourism, hospitality establishments, and event staging from the viewpoints of Destination management organisations (DMOs). Critically, this industry-academic writing is committed to contributing to a better interpretation and, possibly, an assessment of the current marketing principle application by highlighting a potential gap between theory (academic) and practice (industry), accompanied by recommendations on holistic marketing, thereby bridging between conventional and sustainable marketing. A systematic qualitative review using explorative content analysis combined with PESTLE feasibility studies of the destination. Approximately 60 journals, book chapters, and relevant newspaper topics, including pertinent literatures, were screened for analysis. The PESTLE approach to DMOs marketing covers direction, product, service, positioning, branding, and niche segmentation. It also explores Muslim-friendly marketing ideas and their role in compelling destination and event hospitality management. The findings provide analytical perspectives of future hallmarks events for developing countries. Furthermore, it presents a distinct and explicit sustainable marketing policy for event marketers, event organisers, DMOs, and relevant bodies to embed sustainable marketing strategy execution in the event hospitality segment. Additionally, it includes an illustration of a sustainable framework for the future Mount Kinabalu International Climbathon (MKIC) event, recommended to the respective DMOs and event organisers.Keywords: Sustainable Marketing Plan; Marketing Design; Destination Management Organisations DMOs; Mount Kinabalu International Climbathon Event (MKIC); PESTLE analysis.

Identifying factors influencing purchase intention of sustainable luxury retailing products

PurposeThis study investigated the antecedents influencing purchase intentions of sustainable luxury products using the stimulus-organism-response (S-O-R) model.Design/methodology/approachThe data were collected from 513 participants through surveys about recent purchases of sustainable luxury products. As part of this study, the authors visited luxury retail outlets in Hyderabad, Mumbai and Chennai, and AMOS version 23 was used to analyze the data.FindingsConsumer trust and attitude (organism) are positively influenced by utilitarian, hedonic, epistemic, social and self-image (SEI) stimuli. Consumer trust and attitude (organism) have a significant impact on sustainable luxury purchase intention (response). In addition, escapism (ESC) moderated the organism–response relationship.Practical implicationsAs a result of the findings regarding utilitarian, hedonistic, epistemic, social and SI aspects of luxury brands, practitioners can develop sustainable marketing strategies that will promote luxury brands.Originality/valueThis study contributes to the existing literature by examining the moderating role of entertainment (ENT) and ESC in the S-O-R model in terms of antecedents influencing the purchase intention of sustainable luxury products. Furthermore, this new model contributes by providing a deeper understanding of sustainable luxury shoppers' intentions in India through analyzing purchase intentions for sustainable luxury products.

IMPROVING THE EFFICIENCY OF FOREIGN ECONOMIC ACTIVITY OF ENTERPRISES ON THE BASIS OF MARKET RESEARCH

The article is aimed at studying the status and trends in the development of foreign economic activity in Ukraine and in the world, and the impact of marketing research on their effi­ciency. The purpose of the study is to analyze the improvement of the efficiency of foreign economic activity of enterprises on the basis of marketing research using economic and statistical methods, to identify problems and prospects for development, and to develop ways for effective foreign eco­nomic activity in conducting marketing research. The article provides data on the volume of the marketing data market worldwide as of 2017-2021, the results of a survey of European companies on the benefits received after investing in sustainable marketing strategies as of July 2022. To achieve the goal, the following tasks were set and solved: identifying the characteristic fea­tures of the organization's activities, familiarizing with the principles of accounting and financial reporting, analyzing the marketing and foreign economic activities of organizations. The importance of the development of foreign economic activity and market relations due to increased responsibility and independence of industries and individual entities in the preparation and adoption of management decisions is determined. The relevance of studying the theoretical aspects of improving the efficiency of foreign economic activity of enterprises based on the impact of marketing research on the functioning of these pro­cesses is substantiated. The impact of investing in sustainable marketing strategies on the company's development is characterized. The main obstacles to entering a new market are indicated. The results are summa­rized and ways to improve the functioning of foreign economic activity in Ukraine in the course of marketing research in the company are proposed, through the implementation of certain measures. It is determined that the main areas for further research should be: identifying the most attrac­tive marketing strategies in international markets, how artificial intelligence can become a driving mechanism in the company's marketing, studying pricing strategies and developing financial mar­keting mechanisms in accordance with this data, the impact of e-commerce in international opera­tions and the proper management of these strategies.

Marketing Mix in Educational Services Marketing in the Digital Age

In an era of technological dynamics and increasingly fierce competition, educational institutions are faced with the challenge of increasing the range of educational services. Marketing mix planning strategy is crucial in dealing with this change. The background to this issue reveals the need to understand the impact of marketing strategies on educational outreach amid an ever-changing environment. The purpose of this study is to find out what a marketing mix is, how the role of marketing mix in increasing the reach of educational services amid the dynamics of technological development, and to find out what are the main challenges in implementing a marketing mix planning strategy. This research uses a qualitative approach with a focus on literature review. Through a critical analysis of literature related to marketing mix planning in the marketing of educational services, this study aims to develop a solid theoretical foundation to understand the strategic role of marketing mix in the context of education. From the analysis of the literature review, the results of this study present an in-depth understanding of how marketing mix can affect the increase in the reach of educational services. The findings of this study provide insight into effective integration strategies, key challenges faced by educational institutions, and efforts to overcome these barriers. This research is expected to contribute new thinking in the context of marketing educational services, providing a foundation for the development of more effective and sustainable marketing strategies.

Pengembangan Pemasaran Sayuran Organik pada CV Reja Mayur Melalui Sosialisasi Green Marketing

The growing awareness of public health and environmental sustainability has increased the demand for organic products, particularly vegetables. CV Reja Mayur, as a producer of organic vegetables, plays a crucial role in meeting the needs of the growing market. In the competitive organic vegetable industry, innovative and sustainable marketing strategies are crucial. Green marketing, focusing on environmental sustainability and social responsibility, can be a solution to enhance brand visibility and build relationships with consumers who are concerned about sustainability. Community service activities were conducted at CV Reja Mayur, located in Desa Claket and Mligi, Kecamatan Pacet, Kabupaten Mojokerto, using the method of green marketing socialization. The results of this activity indicate that green marketing can highlight the positive impact of CV Reja Mayur's organic vegetable products on the environment. CV Reja Mayur can implement measures such as strengthening transparency, involving consumers in sustainability initiatives, utilizing social media, obtaining organic certification, and innovating in products and business processes. After receiving green marketing socialization, it is expected that CV Reja Mayur can enter a more sustainable marketing era and capitalize on the potential market that increasingly values organic products and sustainability.

Muslims’ Motivation To Patronize Wasiyyah (Islamic Will) Services: Does religiosity Acts As a Moderator In The Relationships?

Frozen assets in the country may be alleviated via wasiyyah services, which has long been considered a possible solution in Malaysia. However, despite the relevance of wasiyyah services in Malaysia, the penetration rate remains low. Self-determination and satisfaction in patronizing wasiyyah services are the focus of this research. There was also an investigation into how religiosity moderates the relationship between self-determination and satisfaction. The research framework consists of 8 hypotheses that predict four direct relationships and four moderation effects. The model used the principle of self-determination to explain the relationships. This research focuses on Muslim consumers in Malaysia who have already patronized wasiyyahservices. The data was gathered using an online survey, and 180 valid data were used to validate the study model. Data analysis was conducted using SPSS v27 and SmartPLS 4.0. The results stated that SDT constructs which are autonomy and relatedness have significant and positive and influence over satisfaction in patronizing wasiyyah services. However, competence did not have positive and significant influence over satisfaction. Furthermore, no moderation effect of religiosity could be found in this study. Findings suggest that religiosity has not moderated the relationship between SDT constructs and satisfaction. It is intended that this research can provide insights for industry players to enhance and develop sustainable marketing strategies to entice more Muslims to utilize the wasiyyah services, which might ultimately help in resolving the frozen asset problems.

Service quality analysis as sustainable marketing strategy at Hotel X in Surabaya

Introduction: Hotel X in Surabaya is one of the hotels located in the city center. Over time, many competitors have star equivalent to hotel x. The services provided by hotel x are felt to be decreasing as evidenced by the many negative reviews obtained by Hotel X. This study analyzes the quality of service on customer satisfaction at Hotel X Surabaya. Methods: The method used to identify and prioritize customer satisfaction is the SERVQUAL (Service Quality) method using five dimensions, namely tangible, reliability, responsiveness, assurance, and empathy. The analytical method used is descriptive analysis and Importance Performance Analysis (IPA) which uses a Cartesian diagram to determine the ranking of importance and performance. The number of samples is 100 people using the Slovin formula, sampling by simple random sampling method. Results: The results showed that most of the hotel customers were satisfied with the service performance provided by Hotel X Surabaya. With the IPA method, there are no attributes that must be improved by Hotel X Surabaya. Then there are 8 attributes whose service quality is following what consumers expect, there are 9 attributes that do not have any influence on consumers, and there are 3 service quality attributes that exist or not. Conclusion: Consumers are satisfied with the services provided by Hotel X Surabaya.

Facing Demographic Challenges: Marketing Strategies for Retaining and Attracting Students at SMKS Muhammadiyah Tumijajar

Education is a key aspect in the development of a country. Vocational High Schools (SMK) have an important role in providing quality vocational education to the younger generation. However, like many other educational institutions, SMKS Muhammadiyah Tumijajar is also faced with significant challenges, one of which is demographic challenges. Demographic challenges refer to changes in the demographic structure of a population, which can impact social institutions, including educational institutions . This research aims to understand the demographic challenges faced by SMKS Muhammadiyah Tumijajar, explore alternative solutions that can be implemented, and formulate the most suitable solution for this institution. The results of the research show that the demographic challenges faced by the Muhammadiyah Tumijajar Vocational School are a decrease in the number of students in several skill concentrations, especially in the field of culinary arts , migration and urbanization of the population, which causes people's desire to study outside areas that are considered better , as well as competition . with other educational institutions. To overcome these challenges, Muhammadiyah Tumijajar Vocational School needs to implement an effective and sustainable marketing strategy. This strategy must be able to increase student interest in choosing a concentration of expertise at SMKS Muhammadiyah Tumijajar , retain existing students , and increase the competitiveness of SMKS Muhammadiyah Tumijajar among other educational institutions. Based on the research results, an effective marketing strategy for Muhammadiyah Tumijajar Vocational School is improving the quality of education and learning , carrying out effective promotions and branding , and building collaboration with strategic partners. It is hoped that the implementation of this marketing strategy can help Muhammadiyah Tumijajar Vocational School to remain relevant and competitive in the future.

Study of the influence of ecological culture on the consumption of beauty products by men: A quantitative analysis

In contemporary society, there has been a noticeable shift towards the adoption of cosmetics by men. However, it is evident that only a limited number of companies have integrated environmentally conscious marketing strategies into the promotion and sale of such products. This research endeavor seeks to elucidate the intricate relationship between Ecological Culture and the consumption of beauty products among male university students. The study employs rigorous statistical analysis to explore the extent to which ecological culture influences men's preferences for beauty products, revealing a moderate effect with a bilateral significance level of 0.002. This investigation underscores the significance of comprehending and incorporating ecological culture into the realm of men's beauty product consumption. The findings emphasize the imperative nature of considering ecological factors when making responsible purchases of such commodities. By shedding light on this connection, this research contributes valuable insights into the evolving landscape of the beauty product industry, urging both academia and businesses to further explore sustainable marketing strategies to cater to the ecological preferences of their male clientele.

The antecedent cognitions of brand love and its impact on brand loyalty: the moderating role of sustainability marketing

PurposeThis study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study highlights the mediating effect of brand love having cognitive antecedents of brand authenticity, popularity and congruence with private and social self of the consumer.Design/methodology/approachA mall intercept survey was used to collect data from consumers who use brands that embrace sustainable marketing strategies. Only those brands were selected which are popular as well as advertise sustainable practices in their brand communication (mainstream and social media). The data was self-administered by trained research assistants, who gathered data from a sample of 350 respondents.FindingsThe findings revealed that the popularity and authenticity of a brand play an essential role in developing brand love and later influences brand loyalty behavior. A larger effect is seen on brand love when there is congruence of private and social self with the brand. The brand has even a stronger relationship with brand loyalty when moderated by sustainability marketing.Research limitations/implicationsBrand love has the potential for long-term influences, only if sustainability marketing is used as a backbone. Brand managers should target an authenticity-seeking segment of consumers, who once convinced can lead to repeat business and brand loyalty and reduce dissonance. As sustainability marketing provides multiple benefits, genuine branding strategies should be devised that amalgamate into a single message spun around sustainability concerns and connecting the ethos of authenticity, popularity and self-expression. Future research may take into consideration more categories than this study on clothing, and consumer goods, adopting a mixed-methods approach. Moreover, a range of potential antecedents of brand love can be determined along with potential outcomes when aligned with external efforts such as sustainability, corporate social responsibility and international investment.Originality/valueTo the best of the authors’ knowledge, this is the first study investigating the moderating role of sustainability marketing on the relationship between brand love and brand loyalty and the mediating role of brand love between brand authenticity, popularity, social/private-self-expression and brand loyalty. It is also the first study documenting how sustainability marketing reinforces the brand loyalty for popular brands in developing countries like Pakistan. This study fills a research gap as it expands the existing literature on sustainability marketing and brand love that is generally focused on brand dimensions and not the brand communications and thus has not reached similar results.

Strategic Imperatives of Sustainable Marketing of Religious Tourism in Nepal

The growth of tourism industry presents both opportunities and challenges and requires effective marketing strategies to promote sustainable development. In this context, the study examines the current state and identifies sustainable marketing strategies for religious tourism in Nepal. The study is based on a qualitative research design and utilizes self-administered open-ended questions to collect data. It employs snowball sampling to select samples from two distinct groups: tourism professionals and entrepreneurs, who are acknowledged for their remarkable abilities and expertise in the field and have achieved high levels of professional recognition at the national level. The analysis involves identifying key themes related to the data and relevant literature using a thematic analytical approach. The study is limited due to the small sample size. Results of the study indicate that a balanced approach, which integrates economic, social, and environmental marketing initiatives, is crucial for the sustainable development of Nepal’s religious tourism industry. The study emphasizes the interdependent nature of these initiatives and their significant impact on the industry’s long-term viability. The study provides insights into the key marketing strategies and best practices of religious tourism for governments, tourism boards, entrepreneurs and stakeholders to drive long-term success and growth in Nepal.

Reflective and Cooperative Learning for Understanding Sustainability through an Eco-Innovation Strategy in Rural Travel and Hospitality: A STEAM Case Study

Eco-innovation denotes developing green practices using environmentally friendly innovative approaches or technologies. Although eco-innovation has been broadly applied in different industries, such as low-carbon production and manufacturing, how to implement such innovation in education for sustainable development (ESD) has rarely been studied. Therefore, this research considered a reflective and cooperative learning approach to science, technology, engineering, arts, and math (STEAM) education. A case study examined Wanluan Township of Pingtung County in southern Taiwan. Four departments’ students and lecturers at Meiho University were involved in situated learning. Hospitality management students played farm owners who engaged in organic agriculture to produce food and beverages. These agricultural products were farm-to-table, cooked, and served to customers in a natural dining setting through the students’ teamwork. Tourism, sports and leisure management, and food science and nutrition students played tourists in a self-guided travel context, who engaged in acts such as visiting buildings to understand heritage while observing that the houses were still in use as dwellings. This encouraged reflection on the importance of cultural preservation. The results showed that eco-innovation can represent a sustainable marketing strategy for improving the local community economy and can be implemented in a practical situation in STEAM. The ESD goal for 2030—societal transformation—is to foster students’ responsible behavior and attitudes in a personally authentic manner, thereby fostering sustainable learning and understanding.

Analisis Pengaruh Keputusan Penggunaan Telemedicine Halodoc di Kota Bogor

The number of visits to telemedicine applications has increased during the Covid-19 pandemic. Halodoc is the most commonly used telemedicine platform in Indonesia. The return of public activity to health services after the easing of the pandemic were a challenge and opportunity for telemedicine service providers. Marketing is an important factor in influencing people's decision to use a product/services. This study aimed to examine the effect of Marketing 4.0 strategies on the usage of Halodoc's telemedicine services in Bogor City. The study used a quantitative method with a cross sectional approach, total research sample are 270 respondents who used Halodoc's telemedicine services, accidental sampling are used to select participants for the study, and the questionnaire had been tested for validity and reliability. The collected data was analyzed using the logistic regression test. The results showed that Co-creation strategy (Sig.=0.016) and Conversation strategy (Sig.=0.028) had an effect on the usage of telemedicine services through the Halodoc application in Bogor City, while Currency (Sig.=0.216) and Communal Activation strategy (Sig.=0.152) did not. The researchers recommend Halodoc to evaluate, improve, and develop an effective and sustainable marketing strategies to increase the use of telemedicine services in Bogor City.

Exploring the impact of sustainable marketing on consumer behavior in the sports industry.

The general consensus is that climate change poses a significant danger. Scientists and policymakers are increasingly acknowledging that consumer behavior plays a crucial role in this matter. Specifically, the choices people make regarding what they consume, how they consume it, and the quantities they consume have a direct impact on the environment. In this context, this study aims to examine the effects of sustainable marketing strategies and environmental consciousness on consumer behavior. The research collected data from 532 respondents by administering an online questionnaire. The partial least square structural equation modeling (PLS-SEM) using the SmartPLS 4 was used to test the hypotheses, and the findings revealed that sustainable marketing strategies positively influence consumer behavior and environmental consciousness levels of consumers. In addition, environmental consciousness positively mediated the relationship between sustainable marketing strategies and consumer behavior. The study also found that environmental knowledge moderates the relationship between sustainable marketing strategies and environmental consciousness. The theoretical implications of the research suggest that sustainable marketing strategies can be effective in shaping consumer behavior and promoting environmental consciousness. The managerial implications propose that manufacturing firms in the sports industry can benefit from implementing sustainable marketing strategies and promoting environmental consciousness among their consumers.

Influence of Sustainability Marketing Performance on Organisational Sales Performance in the Food and Beverage Companies in Nigeria

The study investigated sustainability marketing and organisational sales results in the food and beverage companies based on a study of Nigerian Bottling Company Plc in Lagos State. The study adopted a quantitative research method in terms of a descriptive research strategy using a survey method. A sample of 337 respondents was chosen through purposive sampling technique and convenience sampling technique to select respondents from the Nigerian Bottling Company Plc headquarters in Ebute Metta and Agidingbi areas of Lagos State. Data collection was done through a designed questionnaire and was analysed through the utilisation and employment of frequency distribution, simple percentages, means, standard deviations and regressionre analysis. The findings and outcomes from the data analysis indicated that social responsibility, economic responsibility and environmental responsibility have a significant positive influence on the sales performance of the Nigerian Bottling Company Plc in Lagos State. It was therefore concluded that sustainability marketing has a significant positive influence on organisational sales performance in the Nigerian Bottling Company Plc in Lagos State. In consensus with the results and conclusion of this work, it was recommended among other things that sustainability marketing strategy should be done in a meaningful manner that creates value for the communities and society, shareholders and investors as well as the environment in which the Nigerian Bottling Company in Lagos State operates.

Sustainable Marketing Strategy for Wana Karsa Ubud Hotel as a Local Brand at Post Pandemic

Wana Karsa Ubud Hotel is a hotel located on Jalan Monkey Forest Ubud and is owned by local people using a local brand. After reopening post-pandemic in early 2022, Wana Karsa Ubud Hotel is recovering gradually and is required to have a sustainable marketing strategy that is appropriate in facing competition from many competing hotels around it. The purpose of this research is to analyze the factors that can hinder and encourage the implementation of sustainable marketing at Wana Karsa Ubud Hotel and analyze sustainable marketing strategies that can be implemented. This research method uses a qualitative approach with a sample of 22 respondents consisting of 8 hotel employees, 4 clients who work for agents who work with the Wana Karsa Ubud Hotel, and 10 guests who stay at the Wana Karsa Ubud Hotel. Data collection was carried out through the distribution of questionnaires, interviews, observations, and literature studies. Data analysis techniques use the IE matrix (internal - external) and SWOT matrix analysis. The results of sustainable marketing strategy research at Wana Karsa Ubud Hotel as a post-pandemic local brand also found sustainable marketing strategies that can be implemented at Wana Karsa Ubud Hotel with reference to sustainable marketing theories such as: customer oriented, customer value, innovative marketing, sense of mission marketing, and social marketing. This research has implications that help identify specific barriers and hurdles that need to be overcome for successful implementation as well.

The Influence of Green Consumption Values on How Consumers Form Overall Sustainability Perceptions of Food Products and Brands

Recently, increasing numbers of consumers have embraced higher green consumption values and expressed environmental concern through their shopping behavior. These consumers are a promising target group for sustainable products. However, especially in the food sector, it is challenging for consumers to recognize these products because of a multitude of sustainability indicators. Therefore, it is important to understand how green consumers form their perception of product sustainability based on the information provided. This research draws on means–end chain theory and the elaboration likelihood model (ELM) to explain how green consumers form an overall product sustainability perception by considering environmental and social product sustainability benefits. To provide preliminary evidence, we analyzed the survey data of 1,577 European consumers who assessed three different food products. Using structural equation modeling, we found that consumers with higher green consumption values perceive environmental and social sustainability product benefits to a greater extent than those with lower green values. Increased perceptions of environmental sustainability benefits, in turn, enhance overall product sustainability perceptions, ultimately leading to a higher perceived brand sustainability. By integrating and applying means–end chain theory along with the ELM in a green product consumption context, our study provides insight on the impact of environmental and social product sustainability benefits on consumers’ product sustainability perceptions. As such, the results offer a valuable starting point for further investigation of sustainable marketing strategies and consumers’ product sustainability perceptions. Additionally, our findings provide guidance to food marketers seeking to promote sustainable products.

African agri-entrepreneurship in the face of the COVID-19 pandemic

BackgroundThe African continent is known for high entrepreneurial activity, especially in the agricultural sector. Despite this, the continent's economic development is below expectations, due to numerous factors constraining the growth and sustainability of agricultural SMEs. These constraints have been exacerbated by the COVID-19 pandemic. The purpose of this study was to understand the pathways through which the pandemic affected agri-SMEs, with specific focus on assessing the differentiated effects arising from the size of the agri-SME and the gender of the owner-manager.MethodsData was collected from over 100 agri-SMEs, ranging in size from sole proprietorships with one employee to agri-SMEs employing up to 100 people, in six African countries. Mixed methods were used to analyse the data with changes in business operations arising from changing market access, regimented health and safety guidelines and constrained labour supply assessed using visualisations and descriptive statistics. Logistic regression modelling was employed to determine the set of variables contributing to agri-SME business downturn during the COVID-19 pandemic.ResultsAll surveyed agri-SMEs were negatively affected by COVID-19-associated restrictions with the size of the firm and gender of the owner-managers resulting in differentiated impacts. The smallest agri-SMEs, mainly owner-managed by women, were more likely to experience disruptions in marketing their goods and maintaining their labour supply. Larger agri-SMEs made changes to their business operations to comply with government guidelines during the pandemic and made investments to manage their labour supply, thus sustaining their business operations. In addition, logistic regression modelling results show that financing prior to the pandemic, engaging in primary agricultural production, and being further from urban centres significantly influenced the likelihood of a firm incurring business losses.ConclusionsThese findings necessitate engendered multi-faceted agri-SME support packages that are tailored for smaller-sized agri-SMEs. Any such support package should include support for agri-SMEs to develop sustainable marketing strategies and help them secure flexible financing that considers payment deferrals and debt moratorium during bona fide market shocks such as the COVID-19 pandemic.

Sustainable Marketing and the Role of Social Media: An Experimental Study Using Natural Language Processing (NLP)

Marketing has changed fundamentally in the new millennium. At the same time, sustainable marketing strategies have evolved to meet the challenges of environmental issues. In this study, we examined the trends in sustainable marketing strategies and the role of social media in these. Based on specific keywords per the objective, this study collected 33 published articles from the Scopus database from 1991 to 2022 (2012–2022). The KNIME (Konstanz Information Miner) and VOSviewer tools were deployed to provide detailed classification and prediction of the various trends in sustainable marketing, with a particular focus on the role of social media. The study method applied text mining and latent semantic analysis to predict the latest trends. The top three trends were Green Marketing and Consumer Behavior, Sustainable Social Media Marketing, and Influencer Social Media Marketing Practices. This NLP-based review and the clustering of research directions provide immense value to marketers and policymakers.

STRATEGI PEMASARAN UNTUK IKAN HIAS LAUT (MARINE) BERKELANJUTAN

<p class="Style4">This research aimed to identify effective sustainable marketing strategies for marine ornamental fish. The research was conducted in South Sulawesi waters over a 6-month period, from September 2022 to March 2023. Primary data were obtained through interviews with fishermen groups and related parties, such as traders/collectors, TPI officers, and Marine and Fisheries Agency officers. The data included the condition of marketed products, fish marketing system, and description of marketing channels in South Sulawesi waters. The analysis method used is descriptive method. One of the indicators used to measure marketing efficiency is ornamental fish price data, by comparing the price received by producers/fishermen with the price paid by final consumers (farmers' share). The results of this research are expected to provide guidance in developing sustainable marketing strategies that can increase the economic value and sustainability of the marine ornamental fish industry. The implications of this research are also expected to contribute to efforts to conserve marine ornamental fish resources in Indonesia.,</p><p><strong> </strong></p><p><strong><em>Key words:</em></strong><em> marine ornamental fish, marketing strategy, sustainability, South Sulawesi waters.</em></p>