Workshop Akselerasi Inovasi Produk dan Strategi Green Marketing bagi Pelaku Usaha Mikro

Abstract

This community service program focuses on accelerating product innovation and green marketing strategies for micro-enterprises in Demak Regency through a workshop-based approach. The partner problems include limited understanding of sustainable product innovation, low adoption of environmentally friendly business practices, and lack of green marketing competencies to attract modern consumers who care about sustainability issues. The program was implemented through workshops, training, mentoring, and consultation methods involving 73 micro-enterprises from various sectors in Demak over a three-month period. Results showed significant achievements: participants' understanding of green product innovation increased by 52% (from pretest score 41.3 to post-test score 87.6); adoption of eco-friendly packaging increased from 18% to 67%; green branding capabilities improved by 41%; and 64% of participating MSMEs successfully developed at least one innovative green product. Digital green marketing adoption increased from 22% to 71%, with participants actively utilizing social media to communicate sustainability values. The program successfully established a Green MSME Community Forum as a sustainable platform for knowledge sharing and collaboration. Participating micro-enterprises experienced an average increase in sales of 28% and expanded market reach beyond local boundaries. This workshop demonstrates that integrating product innovation with green marketing strategies effectively bridges community creativity with modern consumer preferences for sustainable products.