Territorial Marketing And Sustainable Commercialization Of Natural Inks Produced By Indigenous Communities: Strategies For Entry Into Green Markets

Abstract

Natural inks produced by Indigenous communities embody forms of ancestral knowledge that have endured despite the growing dominance of synthetic pigments and industrial dyes. Nevertheless, their potential as a sustainable economic resource remains underutilized. This article examines the possibilities for market insertion of natural inks through a territorial marketing and sustainable commercialization perspective, aiming to strengthen Indigenous economic autonomy and position these products in green and creative markets.

A mixed-methods design was employed, combining semi-structured interviews with traditional producers, surveys of consumers of artisanal goods, and documentary analysis of global trends related to the bioeconomy, ethical consumption, and cultural value chains.

Findings indicate that competitive positioning relies primarily on differentiation grounded in cultural authenticity, territorial identity, environmental sustainability, and the symbolic experience associated with natural pigments. Barriers were also identified, including limited production formalization, logistical constraints, variability in color standardization, and the absence of origin or sustainability certifications.

The study proposes a comprehensive strategic model integrating territorial branding, cultural storytelling, biodegradable packaging, community-based certification, and a multi-channel distribution architecture connecting local fairs, digital commerce, and specialized markets. Overall, results demonstrate that natural inks hold significant potential as drivers of cultural and economic development when commercialization strategies remain ethically grounded and community-centered.