This study investigates how sustainability principles are integrated into the managerial decision-making processes of creative MSMEs in Yogyakarta. As global pressure regarding environmental and social responsibility intensifies, these small businesses are increasingly challenged to look beyond conventional financial metrics and adopt the Triple Bottom Line framework—balancing people, planet, and profit. The research aims to evaluate manager comprehension of sustainability, analyze how these values are embedded in daily operations, and identify the factors that either facilitate or hinder this transition.

Employing a qualitative approach centered on content analysis, this study examines five distinct case studies: Caramelans Dessert Cafe, Bons Fabriek Kombucha, Jasa Bordir & Konveksi Anwar Fuadi, Distributor Sayuran Alfa Priandito, and Pecel Lele Lela. The data consists of rich, descriptive narratives regarding the operational strategies and ethical foundations of these enterprises.

The findings reveal that MSME strategies operate within two synergistic dimensions: profit optimization and sustainability performance. Key results indicate that "Value Differentiation" and "Creative Capital Efficiency" drive profitability, while "Social Ethics" and "Supply Chain Partnerships" ensure long-term viability. A significant outcome of this research is the formulation of a "Profit-Sustainability Synergy Model," illustrating how ethical choices—such as treating employees as partners or prioritizing fair trade with local farmers—cultivate high levels of trust and consistent quality. Ultimately, this study demonstrates that for creative MSMEs, sustainability is not a trade-off for profit but a strategic catalyst for enduring competitive advantage.