Social marketing pathways to sustainable micro, small and medium enterprises through single-use plastic reduction

Purpose This study aims to examine factors influencing the reduction of single-use plastics among food and beverage micro, small and medium enterprises (MSMEs) in Indonesia. It integrates four theoretical perspectives: Norm Activation Theory, Institutional Theory, Upper Echelon Theory and Resource-Based Theory, to explain internal motivations, external pressures, leadership commitment and resource availability Design/methodology/approach Data were collected from June to August 2025 using a structured questionnaire. Surveys were distributed online and via trained enumerators, yielding 488 valid responses. Data were analyzed using structural equation modeling. Findings MSMEs’ intention to reduce single-use plastics was driven by customer pressure, ascription of responsibility, resource availability and owner commitment. Government regulations, community influence and personal norms showed no significant effect. Strong intention led to actual practices, such as adopting eco-friendly packaging. Market forces and internal readiness were more effective than formal rules in driving sustainable change. Research limitations/implications Data were self-reported and cross-sectional, with limited sample representativeness. Future studies should use longitudinal designs, objective data and more representative sampling while separating individual and organizational levels. Practical implications MSME owners should gather customer feedback, strengthen resources, set plastic reduction targets and demonstrate visible commitment to build a sustainable and competitive business. Originality/value This study integrates four theoretical perspectives to provide a more holistic understanding of MSME environmental behavior. It combines internal moral drivers, external pressures, leadership and resources, offering insights for targeted social marketing interventions.