Abstract:
In a competitive market for eco-friendly products, MSMEs need effective marketing strategies to build brand trust and sustainability. Research shows that consumers increasingly prioritize sustainability in their purchasing decisions. Storytelling is a powerful tool for achieving these goals. The objective of this study is to analyze how storytelling serves as an effective marketing tool for MSMEs to enhance brand trust and promote sustainability in eco-friendly products. To develop brand trust and sustainability for MSMEs that specialize in eco-friendly products, this study examined the critical role played by storytelling. This study employs a mixed-methods approach to examine the impact of narrative-driven marketing on consumer perceptions and behaviors. Surveys were conducted with 65 customers using convenience sampling, and participants were selected based on their availability and willingness. Focus group …
