Integrating green economy, digital marketing, and financing strategies for sustainable financial performance of MSMEs

Abstract

Purpose: to examine the integration of digital marketing strategies and green economy-based financing in supporting the sustainable financial performance of MSMEs.

Method: this study uses a qualitative literature review approach. Data were obtained from observations and relevant scientific publications, then analyzed descriptively to examine the role of green economy-based digital marketing in the development of MSMEs.

Findings: the study shows that integrating green economy–based digital marketing with financing strategies enhances MSMEs' competitiveness, strengthens brand image, expands market reach, and improves financial performance, supported by government digitalization and financing programs.

Implications: integrating the green economy, digital marketing, and sustainable financing can improve MSME competitiveness, brand image, and financial performance. Digital marketing strategies and government support through digitalization and green financing expand markets and consumer engagement. These findings form the basis of a conceptual model for competitive and sustainable MSME growth, particularly in Jambi.

Originality: this study is the first to integrate financing strategies, green-economy-based digital marketing, and MSME financial performance, highlighting their synergy in enhancing competitiveness and sustainability, and offering practical insights for government and financial institutions in Jambi.