<![CDATA[The growth of the green economy is encouraging businesses, including pesantren-based MSMEs, to adopt sustainable business practices to enhance their competitiveness and brand image. This study aims to analyse the role of the green business model in enhancing the brand image of Mercalam products as a pesantren-based SME in the era of the green economy. Although various studies have discussed green business and brand image in SMEs, research specifically examining the application of the green business model in pesantren-based SMEs remains limited. Furthermore, the integration of green economy principles and Islamic values as shapers of brand image has not been extensively studied. This study contributes to enriching the literature on the green economy amongst pesantren-based SMEs and provides a model for strengthening brand image based on sustainability and Islamic values. The study employs a qualitative approach using a case study method focused on Mercalam, located in Pasak Village, Sungai Ambawang Sub-district, Kubu Raya Regency. Data were collected through observation, interviews, and documentation of production processes, business management, and the sustainability practices implemented. The results indicate that the green business model is implemented through the use of local raw materials, efficient production processes, responsible waste management, and the empowerment of the surrounding community. These practices reinforce consumers’ positive perceptions of Mercalam as an environmentally friendly SME that is committed to.]]>
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