Edukasi dan Pelatihan Green Marketing Berbasis Digital untuk Meningkatkan Awareness Pelaku UMKM terhadap Produk Ramah Lingkungan

Abstract

MSMEs are increasingly required not only to adapt to digital marketing but also to respond to changing consumer preferences for more environmentally responsible products. This remains a challenge for members of the Karanganyar Regional Leadership of ‘Aisyiyah (PDA Karanganyar), particularly in understanding green marketing, using digital media, and strengthening product identity. This community service program aimed to improve the knowledge and practical skills of 28 participants in applying digital-based green marketing. A knowledge-transfer approach was implemented through needs identification, education, practice-based training, mentoring, and evaluation. The program covered green marketing, green products and green packaging, digital marketing, content creation, and entrepreneurship development. Evaluation was conducted using pre-tests and post-tests, observation of practical activities, and participant feedback. The results showed that understanding of green marketing increased from 52.38% to 83.33%, while digital marketing understanding increased from 55.95% to 89.29%. Overall, participants’ average understanding rose from 54.17% to 86.31%. Participants also became better able to evaluate packaging alternatives, develop more focused promotional content, and use digital media more effectively. These findings indicate that combining education, hands-on practice, and mentoring can strengthen MSME capacity to integrate sustainability values with digital marketing strategies.