Eco-Branding and Digital Marketing to Enhance Recycled Souvenir Competitiveness
Keywords:
Eco-Branding, Souvenirs Made From Plastic Waste, Women’s Empowerment, Circular EconomyAbstract
This community service initiative aims to enhance the competitiveness of souvenirs made from recycled plastic through eco-branding strategies within the Great Widow Community in Sumenep Regency. This community consists of women who are victims of early divorce and face economic challenges and social stigma, which hinder the growth of their businesses. Although they have successfully transformed plastic waste into economically valuable products such as bags, wallets, and tissue holders, these products still lack a strong brand identity and are marketed through conventional channels. The program employs a Participatory Action Research (PAR) approach with an Asset-Based Community Development (ABCD) strategy, while program evaluation utilizes the CIPP model. The program results showed an increase in participants’ knowledge and skills in building brand identity, creating digital promotional content, and utilizing social media as a marketing tool. The program also expanded marketing reach, increased the number of customers, and strengthened participants’ self-confidence as entrepreneurs. The implementation of eco-branding can enhance competitiveness while strengthening women’s economic empowerment based on the circular economy.
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