Green Marketing Performance Measurement: Natural Color Batik SME's

Abstract

The strategic issue to achieve competitiveness in the era of globalization is environmental problems, one of which is the coloring process in batik. Meanwhile, the development of Batik SMEs is still dominated by the use of synthetic dyes. The tendency to use chemical dyes is because the production process is easier and the coloring results are bright. But on the other hand the use of synthetic dyes raises environmental pollution problems. Disposal of batik dyes that are not managed properly can contaminate the river and seep into community wells, thereby reducing the quality of water used by the community. Therefore, in several countries such as Germany and Netherlands, it has banned the use of chemical-based dyes in textile production since 1996.The issue of marketing performance measurement is still a classic debate, where as a construct, marketing performance has a multi-dimensional nature that contains various objectives and character of the organization. This paper aims to present a literature review on the measurement of green marketing performance. The findings generated are adding a new concept of marketing performance measurement that already exists. The increasing performance of green marketing is expected to attract Batik SMEs who still use synthetic colors to switch to natural colors, towards achieving sustainable development goals.