Integration of Conservation and Green Economy-Based Marketing Management Strategies in Tambrauw Regency, Southwest Papua

Abstract

Tambrauw Regency is Indonesia’s first officially designated conservation district, rich in biodiversity and natural resources. This study analyzes how the integration of conservation policies and green economy-based marketing management strategies can strengthen sustainable regional development. The research employed a qualitative descriptive approach through in-depth interviews, participatory observation, and document analysis such as the 2025–2029 RPJMD. The findings show that the triple bottom line paradigm—balancing economic growth, social welfare, and environmental sustainability—serves as the foundation for Tambrauw’s development policy. The local government implements green budgeting and Strategic Environmental Assessments (KLHS), while indigenous communities preserve traditional practices such as sasi hutan (forest moratorium) and sustainable honey harvesting. Local MSMEs develop eco-branded products through digital marketing platforms, supported by conservation partners such as YKAN, WWF, and CI. Major challenges include limited infrastructure, low digital literacy, and restricted market access. This study concludes that integrating conservation and green marketing strategies is not only an economic approach but also a tool for cultural preservation and strengthening Tambrauw’s ecological identity.