Green marketing mix as a catalyst for blue economy development: a strategic analysis in Samarinda
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Abstract
The green marketing mix encompasses environmentally friendly and recyclable marketing activities, including production processes, products, packaging, pricing, distribution, logistics, and promotion. The increasing significance of environmental issues has prompted stakeholders to prioritize sustainability in all systems and products. This approach aligns with the blue economy, which is closely associated with sustainable economic development and aims to ensure that current economic activities do not negatively affect future generations. As a result, future generations can continue to benefit from Indonesia’s abundant natural resources on both land and sea. However, in addressing present needs, environmental sustainability is often overlooked. The Mahakam River, which flows through Samarinda, serves as the city's primary water source and is vital to the community. It also functions as a transportation route for natural resources, particularly coal. This study analyzes the application of the green marketing mix in developing the blue economy in Samarinda, with the objective of increasing public awareness regarding the environmental impacts of economic activities and promoting environmental preservation. A qualitative research method was employed
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Luturmas, F. B., Syam, H. . and Maulita, M. (2026) “Green marketing mix as a catalyst for blue economy development: a strategic analysis in Samarinda”, Jurnal Mantik, 10(1), pp. 274-280. doi: 10.35335/mantik.v10i1.7178.
References
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Luturmas, F. B., Syam, H., Kemaritiman, J., & Samarinda, P. N. (n.d.). Virtual Experiential Marketing Dan Sustainability-Oriented Innovation (Studi Literatur Sistematis). JURNAL MANEKSI, 13(4).
Maulany, S. (2025). Pengaruh Green Marketing dalam Membentuk Preferensi Konsumen Milenial terhadap Produk Ramah Lingkungan. Journal of Business and Economics Research (JBE), 6(2), 529–535. https://doi.org/10.47065/jbe.v6i2.7303
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Pauli, G. A. (2010). The Blue Economy (10 Years, 100 Innovations, 100 Million Jobs). Paradigm Publication.
Prasetyo Aji, A. (2025). Penerapan Green Marketing Pada UMKM Di Surakarta Dalam Menarik Konsumen Milenial. Jurnal Penelitian Nusantara, 1, 197–207. https://doi.org/10.59435/menulis.v1i10.678
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Safitri, D., Setiyarini, T., & Korespondensi, ?penulis. (2023). Pengaruh Kesadaran Lingkungan, Sikap Konsumen dan Harga Terhadap Keputusan Pembelian Produk Ramah Lingkungan Botol Tumbler (Studi Pada Mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura). Jurnal Kajian Ilmu Manajemen, 3, 527–535. https://journal.trunojoyo.ac.id/jkim
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Smith-Godfrey, S. (2022). Performance indicators for the blue economy. Australian Journal of Maritime and Ocean Affairs, 14(3), 149–170. https://doi.org/10.1080/18366503.2021.1962052
Stia Rini, A., Putu Gde Sukaatmadja, I., & Gst Ayu Kt Giantari, I. (2017). Pengaruh Pengetahuan lingkungan dan Kepedulian Lingkungan terhadap Sikap dan Niat Beli Produk Hijau “The Body Shop” di Kota Denpasar. E-Jurnal Ekonomi Dan Bisnis Universitas Mulawarman, 6, 137–166.
United Nations Development Programme. (2018). Leveraging the Blue Economy for Inclusive and Sustainable Growth. Strategic Policy Advisory Unit, (6), 1–7. http://journals.sagepub.com/doi/10.1177/0022146514547328
Wang, X., & Zhang, Y. (2026). Do digital nature cues work? Investigating the shaping effect of virtual Influencers’ biophilic design backgrounds on green product preferences. Electronic Commerce Research and Applications, 77, 101602. https://doi.org/https://doi.org/10.1016/j.elerap.2026.101602
Wijayanti, A., & Ramlah, R. (2022). Pengaruh Concept Blue Economy Dan Green Economy Terhadap Perekonomian Masyarakat Kepulauan Seribu. Owner, 6(3), 1732–1743. https://doi.org/10.33395/owner.v6i3.906
Wity, F., Gunawan, P., Agung, G., Krisna, M., Sari, K., Darlina, L., Negeri, P., & Korespondensi, B. (n.d.). Analisis Penerapan Green Marketing di Aruna Senggigi Resort & Convention. https://doi.org/10.55701/mandalika
Zhou, T., Liu, C., Li, K., & Liu, B. (2026). Pricing and green investment decisions of green supply chain considering equity financing under different government subsidy policies. Expert Systems with Applications, 322, 132314. https://doi.org/https://doi.org/10.1016/j.eswa.2026.132314
Zhu, D. H. (2024). Introducing immersive virtual reality in a marketing practical training course: Qualitative evaluation with undergraduates. The International Journal of Management Education, 22(3), 101058. https://doi.org/https://doi.org/10.1016/j.ijme.2024.101058
Aprilianti, Bachri, N., Biby, S., & Muchsin. (2023). Green Marketing dan Keputusan pembelian Produk Tupperware. Jurnal Bisnis Dan Kajian Strategi Manajemen.
Beama, C. J. P., Polyando, P., Wasistiono, S., & Anggraeni, R. D. (2022). Optimization Of Smart Governance With The Pentahelix Approach In Kupang City. Management Studies and Entrepreneurship Journal, 3(6), 3695–3708. http://journal.yrpipku.com/index.php/msej
Dahlstrom, R. (2011). Green Marketing Management. South-Western Cengage Learning. https://books.google.co.id/books?id=1MM2cgAACAAJ
Dahuri, R. (2021). PENERAPAN MARINE BIOTECHNOLOGY. Penerapan Marine Biotechnology Dalam Menunjang Konsep Blue Economy Untuk Pembangunan Kelautan Dan Perikanan Yang Berkelanjutan.
Dalmoro, M., & Ferreira, M. C. (2026). Qualitative research methods: An interpretative approach for marketing and consumer research. In Reference Module in Social Sciences. Elsevier. https://doi.org/https://doi.org/10.1016/B978-0-443-29863-9.00056-8
Ervianto, W. I. (2018). STUDI PENDEKATAN EKONOMI BIRU UNTUK INFRASTRUKTUR DI INDONESIA (Vol. 17). https://id.wikipedia.org/wiki/Daftar_pelabuhan_di_Indonesia,
Gao, J., Tang, L., & Zhang, R. (2026). The impact of social exclusion types on consumers’ green product purchase intentions. Journal of Retailing and Consumer Services, 92, 104842. https://doi.org/https://doi.org/10.1016/j.jretconser.2026.104842
Ghalidza, N. M. B. (2020). KONSEP BLUE ECONOMY TERHADAP PEMBANGUNAN EKONOMI DI INDONESIA. Jurnal Ekonomi Dan Bisnis, 22(1).
Hanggraito, A. A., Ermawati, E. A., & Tyas, I. C. (2022). Analisis Green Marketing Mix dalam Upaya Pengembangan Agrowisata Berbasis Masyarakat di Desa Kluncing. Forum Agribisnis, 12(1), 35–49. https://doi.org/10.29244/fagb.12.1.35-49
Huang, H., & Tian, Y. (2026). Pricing Green Bonds Under Externalities: How do market signals and government intervention affect project emission reduction and bond pricing? Finance Research Letters, 92, 109579. https://doi.org/https://doi.org/10.1016/j.frl.2026.109579
Investasi, K. K. B. K. dan. (2021). Dorong Ekonomi Biru dan Pembangunan Berkelanjutan di Indonesia, Pemerintah Susun Rancangan Dokumen Strategis Biru. Https://Maritim.Go.Id/Dorong-Ekonomi-Biru-Pembangunan-Berkelanjutan-Indonesia-Pemerintah-Susun/.
Irsalina, N., & Susilowati, H. (2023). Pengaruh Green Marketing Mix Terhadap Keputusan Pembelian Produk Tupperware. Jurnal Manajemen Sosial Ekonomi (Dinamika), 3(1), 41–51. http://journal.stiestekom.ac.id/index.php/dinamikapage41
Juhro, S. M. (2018). Pertumbuhan Ekonomi Berkelanjutan: Tantangan dan Strategi Kebijakan (Sustainable Economic Growth: Challenges and Policy Strategies). SSRN Electronic Journal, (January 2016). https://doi.org/10.2139/ssrn.2945267
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). “Greening” the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41(2), 151–170. https://doi.org/10.1007/s11747-012-0317-2
Luturmas, F. B., Adham, M., & Syam, H. (2023). EDUKASI DIGITAL MARKETING BAGI IBU DASAWISMA MARKISA KELURAHAN LEMPAKE SAMARINDA. Community Development Journal, 4(2), 5128–5132.
Luturmas, F. B., Maulita, M., & Rahmat, R. (2022). Konsep Blue Economy di Daerah Pesisir Kalimantan Timur. Jurnal Maritim, 12(2), 52–59. https://e-journal.polnes.ac.id/index.php/maritim/article/download/1725/761
Luturmas, F. B., Maulita, Rahmat, Indrawati, Lia, R., & Syam, H. (2024). PEMBERDAYAAN WANITA PESISIR MELALUI PELATIHAN MANAJEMEN KEUANGAN DI SAMBOJA KABUPATEN KUTAI KARTANEGARA. In Communnity Development Journal (Vol. 5, Number 6).
Luturmas, F. B., Syam, H., Kemaritiman, J., & Samarinda, P. N. (n.d.). Virtual Experiential Marketing Dan Sustainability-Oriented Innovation (Studi Literatur Sistematis). JURNAL MANEKSI, 13(4).
Maulany, S. (2025). Pengaruh Green Marketing dalam Membentuk Preferensi Konsumen Milenial terhadap Produk Ramah Lingkungan. Journal of Business and Economics Research (JBE), 6(2), 529–535. https://doi.org/10.47065/jbe.v6i2.7303
Maulita, Luturmas, F. B., & Rahmat. (2024). Aspek Ekonomi Implementasi “Green Port” pada Pelabuhan Indonesia (Sebuah Kajian Literatur). Seminar Nasional Terapan Riset Inovatif, 10(1).
Pauli, G. A. (2010). The Blue Economy (10 Years, 100 Innovations, 100 Million Jobs). Paradigm Publication.
Prasetyo Aji, A. (2025). Penerapan Green Marketing Pada UMKM Di Surakarta Dalam Menarik Konsumen Milenial. Jurnal Penelitian Nusantara, 1, 197–207. https://doi.org/10.59435/menulis.v1i10.678
Rahayu, S., Aliyah, H., & Tinggi Ilmu Ekonomi Lampung Timur, S. (2022). GREEN MARKETING AND ENVIRONMENTAL KNOWLEDGE FOR GREEN TOURISM. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 6(1). https://doi.org/10.29040/ijebar.v6i2.4354
Resta Setyawati, L., Danur Cahya, D., Dian Novarianti, A., & Djoko Said, B. (2021). IMPLEMENTASI KONSEP EKONOMI BIRU DALAM PEMBANGUNAN MASYARAKAT PESISIR DI KOTA SABANG. Jurnal Education and Development, 9(4), 178–185.
Safitri, D., Setiyarini, T., & Korespondensi, ?penulis. (2023). Pengaruh Kesadaran Lingkungan, Sikap Konsumen dan Harga Terhadap Keputusan Pembelian Produk Ramah Lingkungan Botol Tumbler (Studi Pada Mahasiswa S1 Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura). Jurnal Kajian Ilmu Manajemen, 3, 527–535. https://journal.trunojoyo.ac.id/jkim
Saksono, H. (2013). Ekonomi Biru: Solusi Pembangunan Daerah Berciri Kepulauan Studi Kasus Kabupaten Kepulauan Anambas. Jurnal Bina Praja, 5(1), 1–12.
Shellyana Junaedi, M. F. (n.d.). PENGARUH KESADARAN LINGKUNGAN PADA NIAT BELI PRODUK HIJAU: STUDI PERILAKU KONSUMEN BERWAWASAN LINGKUNGAN. BENEFIT, 9, 189–201.
Smith-Godfrey, S. (2022). Performance indicators for the blue economy. Australian Journal of Maritime and Ocean Affairs, 14(3), 149–170. https://doi.org/10.1080/18366503.2021.1962052
Stia Rini, A., Putu Gde Sukaatmadja, I., & Gst Ayu Kt Giantari, I. (2017). Pengaruh Pengetahuan lingkungan dan Kepedulian Lingkungan terhadap Sikap dan Niat Beli Produk Hijau “The Body Shop” di Kota Denpasar. E-Jurnal Ekonomi Dan Bisnis Universitas Mulawarman, 6, 137–166.
United Nations Development Programme. (2018). Leveraging the Blue Economy for Inclusive and Sustainable Growth. Strategic Policy Advisory Unit, (6), 1–7. http://journals.sagepub.com/doi/10.1177/0022146514547328
Wang, X., & Zhang, Y. (2026). Do digital nature cues work? Investigating the shaping effect of virtual Influencers’ biophilic design backgrounds on green product preferences. Electronic Commerce Research and Applications, 77, 101602. https://doi.org/https://doi.org/10.1016/j.elerap.2026.101602
Wijayanti, A., & Ramlah, R. (2022). Pengaruh Concept Blue Economy Dan Green Economy Terhadap Perekonomian Masyarakat Kepulauan Seribu. Owner, 6(3), 1732–1743. https://doi.org/10.33395/owner.v6i3.906
Wity, F., Gunawan, P., Agung, G., Krisna, M., Sari, K., Darlina, L., Negeri, P., & Korespondensi, B. (n.d.). Analisis Penerapan Green Marketing di Aruna Senggigi Resort & Convention. https://doi.org/10.55701/mandalika
Zhou, T., Liu, C., Li, K., & Liu, B. (2026). Pricing and green investment decisions of green supply chain considering equity financing under different government subsidy policies. Expert Systems with Applications, 322, 132314. https://doi.org/https://doi.org/10.1016/j.eswa.2026.132314
Zhu, D. H. (2024). Introducing immersive virtual reality in a marketing practical training course: Qualitative evaluation with undergraduates. The International Journal of Management Education, 22(3), 101058. https://doi.org/https://doi.org/10.1016/j.ijme.2024.101058
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