Sustainable Marketing Orientation di Industri Bio-Energi Berbasis Mikroalga: Analisis Expert-Driven dengan FDM dan DEMATEL
DOI:
https://doi.org/10.47747/snfmi.v3i1.3130Abstract
The integration of sustainability principles into marketing strategies remains a contentious issue among academics and practitioners, particularly in emerging industries where market orientation and environmental responsibility need to be aligned. In the Indonesian microalgae bioenergy industry, a key challenge is identifying the most effective drivers of Sustainable Marketing Orientation (SMO). This study, a collaborative effort between academics, industry practitioners, and policymakers, aims to explore and prioritize key aspects and criteria influencing SMO in this sector. Using a mixed-methods approach, the Fuzzy Delphi Method (FDM) was used to validate expert consensus on relevant SMO criteria, followed by Fuzzy DEMATEL to analyze the causal relationships among these criteria. The study focused on three key aspects: long-term vision and planning, strategic resource organization, and innovation capability as fundamental drivers of SMO. Several key criteria, such as flexibility, continuous improvement, supply chain collaboration, and technology and equipment, emerged as high-priority areas. These findings provide practical guidance for industry players and policymakers, inviting them to be part of the collaborative effort in designing strategic interventions to support sustainable growth in microalgae-based bioenergy businesses.
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