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Integrating green supply chain management and green market segmentation, targeting and positioning: evidence from the potato market

Author

Listed:
  • Ariadi, Bambang Yudi
  • Mazwan, M. Zul
  • Amir, Nur Ocvanny
  • Relawati, Rahayu
  • Trushkina, Nataliia

Abstract

Purpose. The purpose of the study is to develop and empirically substantiate an integrated framework combining Green Supply Chain Management (GSCM) and segmentation, targeting, and positioning (STP) marketing strategies for sustainable potato market development using the Indonesian potato sector as an empirical case. Methodology. The methodological basis is a descriptive quantitative approach. The empirical research was carried out in the city of Malang (Indonesia) using purposive and accidental sampling techniques. As part of the GSCM analysis, 150 potato producers were surveyed, including 50 farmers from each of the Bumiaji, Poncokusumo, and Batu districts. To assess the potential of environmentally conscious consumers, 150 end consumers were surveyed. The study also employed elements of the Structure–Conduct–Performance (SCP) framework and the Green Supply Chain Operations Reference (Green SCOR) model to evaluate the operational, logistical, and market aspects of the potato value chain. Results. The potato supply chain in Malang is characterised by relatively high efficiency of production processes and storage systems, while significant limitations remain in the areas of transportation logistics, reverse logistics, and waste management. The highest indicator in the Green SCOR assessment was recorded for the Source component (3.64), whereas the lowest values were identified for Return (1.64) and Deliver (2.13). The results of the STP analysis confirmed a low level of integration between sustainability practices and market-oriented strategies: Segmentation – 1.30, Targeting – 1.36, and General STP Assessment – 1.37. It was established that the key factors contributing to increased operational efficiency and customer value creation include stronger cooperation among supply chain participants, the implementation of environmentally oriented technologies, and the development of sustainability-oriented marketing communication. Originality. This study integrates GSCM, consumer behaviour analysis, and the STP-marketing approach within a unified analytical model of sustainable agri-food market development. Unlike most previous studies, in which operational sustainability and green consumer behaviour are examined separately, this study proposes a comprehensive approach combining the SCP concept, the Green SCOR toolkit, and STP-marketing logic to assess the relationship between supply chain sustainability transformation and the formation of environmentally differentiated market demand. Practical implications. The results can be applied by farmers, distributors, retailers, and local authorities for the development of sustainable supply chain strategies, improvement of logistics processes, implementation of traceability systems, and enhancement of sustainability-oriented market positioning. The findings may be used to strengthen the competitiveness and sustainability of agri-food value chains in developing economies.

Suggested Citation

  • Ariadi, Bambang Yudi & Mazwan, M. Zul & Amir, Nur Ocvanny & Relawati, Rahayu & Trushkina, Nataliia, 2026. "Integrating green supply chain management and green market segmentation, targeting and positioning: evidence from the potato market," Agricultural and Resource Economics: International Scientific E-Journal, Agricultural and Resource Economics: International Scientific E-Journal, vol. 12(2), June.
    • Handle: RePEc:ags:areint:404302
    DOI: 10.22004/ag.econ.404302
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