Implicit Eco-Orientation: Navigating Green Marketing Trough Indigenous Knowlage And Authentic Practice In The Traditional Batik Industry

Abstract

This study aims to demonstrate how eco-friendly marketing practices can provide a competitive advantage, given the limited knowledge of modern management theory. It also examines the implications of an eco-friendly orientation for the local batik industry. The methodology employs a qualitative approach, with data validation using Atlas.ti 25 to code interview results from business operators, consumers, and government officials, analyzed through word cloud, network, and co-occurrence techniques. The findings challenge greenwashing practices by applying natural dyeing techniques transparently and honestly. As a rare internal asset, natural dyeing is difficult to imitate and serves as an example of the VRIO framework. Natural dyeing has evolved into an international business born from cultural heritage and environmental responsibility. This research is original in that it introduces the concept of implicit eco-orientation, stemming from tradition, and compares management terminology with the local language while combatting greenwashing.