GREEN FOOD MARKETING AND LOCAL EMPOWERMENT: BRANDING THE LOCAL ECONOMY THROUGH THE FREE NUTRITIOUS MEAL PROGRAM
DOI:
10.54443/ijebas.v5i6.5007Published:
2026-01-17Downloads
Abstract
This study aims to analyze the role of green food marketing in the Free Nutritious Meal Program (MBG) as an instrument for improving community nutrition while empowering the local economy. The study used a descriptive qualitative approach with a literature review of various studies related to MBG, green marketing, MSMEs, and the latest local food innovations (2020–2025). The results show that the integration of green food marketing principles, product and packaging innovation, and digital transformation can increase the added value, image, and branding of the local economy. MBG not only ensures nutritional fulfillment for schoolchildren, toddlers, and pregnant women but also strengthens MSMEs, farmers, and local businesses through a sustainable supply chain. The developed integrative conceptual model combines nutritional fulfillment, economic empowerment, green marketing, and digitalization, thus creating synergy between public health, local economic growth, and environmental sustainability. These findings serve as the basis for recommendations for the government and stakeholders in optimizing MBG as a holistic and sustainable local development strategy.
Keywords:
Free Nutritious Meals (MBG) Green Food Marketing Local Food MSMEs Local Economic Branding Local Economic EmpowermentReferences
Arifin, IW, Harahap, HH, & Rajagukguk, FRS 2024 The influence of green marketing techniques on consumer loyalty to environmentally friendly products with an evaluation of green pricing techniques as a mediating variable Accounting Progress, 3(2), 123–132
Arifin, IW, Harahap, HH, & Rajagukguk, FRS 2025 Optimizing the management of the Kampung Tahu Dolok Manampang tourism business through product innovation and digital marketing. Scientific Publication in the Field of Community Service (SIKEMAS), 3(4), 125–138
Arifin, IW, Harahap, HH, & Rajagukguk, FRS 2025 The impact of green marketing techniques on consumer purchasing decisions in organic product companies in North Sumatra through product quality perception as an intervening variable International Journal of Economics, Management and Accounting (IJEMA), 2(8)
Arifin, IW, Masyitah, E, Harahap, HH, Rajagukguk, FRS, & Rusmewahni, R 2025 Digital transformation and packaging innovation: Strategies to increase the competitiveness of brown sugar and chip MSMEs in Pelanggiran Laut Village Tador Community Service Progress, 4(2), 71–76
Arifin, IW, Rajagukguk, FRS, & Harahap, HH 2025 Analysis of the influence of word of mouth and brand equity on iPhone purchasing decisions in Tebing Tinggi City Management And Business Progress, 4(1), 1–9
Arifin, IW, Harahap, HH, & Rajagukguk, FRS 2025 Analysis of the influence of digital marketing on increasing public awareness of blue economy products in the coastal areas of North Sumatra Sibatik Journal, 3(1), 14–22
Bali Express 2025 Free Nutritious Meal Program: Government strategy to empower MSMEs and strengthen the local economy
González-Viralta, et al 2023 The role of green marketing in perceived value and customer satisfaction in the healthy food sector International Journal of Multidisciplinary Sciences and Arts, 5(1)
Harahap, HH 2023 Creative marketing strategies implemented in attracting consumer attention in Lemang Batok business typical Tebing Tinggi City IJSET, 2(7), 568–576
Harahap, HH, Rajagukguk, FRS, & Arifin, IW 2024 Implementation of Green Human Resource Practices and methods of implementing green HR practices to reduce carbon footprint in industry Economic Development Progress, 3(2), 92–102
Harahap, HH, Rajagukguk, FRS, & Arifin, IW 2025 The role of green technology innovation in mediating the influence of green policy on sustainable national economic policy Economic Development Progress, 4(1), 1–14
Harahap, HH, Rajagukguk, FRS, & Arifin, IW 2025 The role of green financing in encouraging a green economy in the micro, small, and medium enterprise sector in North Sumatra with environmentally friendly products as an instrument Economic Development Progress, 3(2), 122–133
Harahap, HH, Rajagukguk, FRS, & Arifin, IW 2025 The influence of public policy on the implementation of green technology and blue innovation in supporting a circular economy Sibatik Journal: Scientific Journal in the Field of Social, Economic, Cultural, and Technology, 2
Indonesian Society Journal 2025 Involvement of MSMEs and local farmers in the Free Nutritious Meal Program Indonesian Society Journal
Link UMKM 2025 Free Nutritious Meal Program is said to absorb local raw materials and boost the MSME economy LINK UMKM
Lutfianto, A, & Harsoyo, TD 2025 The influence of green marketing mix on organic food purchase decisions in Yogyakarta Formosa Journal of Applied Sciences
Pradani, RFE, & Safitri, IN 2025 Observing the implementation of green marketing in local culinary MSMEs RIGGS: Journal of Artificial Intelligence and Digital Business
Pramesthi, IL, Wiradnyani, LAA, Anggraini, R, et al 2025 Evaluating the impact of Indonesia's national school feeding program (ProGAS) on children's nutrition and learning environment Nutrients, 17(22)
Rajagukguk, FRS, Arifin, IW, & Harahap, HH 2025 Analysis of the influence of Green HR on employee job satisfaction in eco-friendly hotels in Lake Toba with work environment as an intervening variable International Journal of Economics, Management and Accounting (IJEMA), 2(8)
Rajagukguk, FRS, Harahap, HH, & Arifin, IW 2024 Implementation of Green Human Resource Practices and methods of implementing green HR practices to reduce carbon footprint in industry Economic Development Progress, 3(2), 92–102
Rajagukguk, FRS, Harahap, HH, & Arifin, IW 2025 The relationship between adolescent self-regulation levels and entrepreneurial readiness in adulthood: A case study in North Sumatra Management And Business Progress, 4(2), 123–137
Rajagukguk, FRS, Harahap, HH, & Arifin, IW 2025 Transformation of oyster mushroom MSMEs towards a smart economy: Strengthening the economy of Block 10 Village through technology and innovation Scientific Publication in the Field of Community Service (SIKEMAS), 4(1), 13–26
Sanita, S, Muslim, S, Akbarina, F, Suwarni, E, & Hidayatinnisa, N 2025 The role of green marketing and brand image in building consumer loyalty in environmentally friendly culinary MSMEs in Malang City Business Management
Smith, A, et al 2021 Impact of Homegrown School Feeding Programs on Smallholder Farmers' Household Food Security PMC
TIMES Indonesia 2025 Free Nutritious Meal Program to be the driving force of the MSME economy in NTB TIMES Indonesia
Yogyakarta State University 2025 Analysis of the implementation of the free nutritious meal program on local empowerment and MSMEs UNU Yogyakarta Journal
License
Copyright (c) 2025 Indra Welly Arifin, Hastuti Handayani Harahap, Frederick Rudy Sentosa Rajagukguk
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Downloads
How to Cite
