GREEN INNOVATION AND GREEN COMPETITIVE ADVANTAGE MEDIATE THE INFLUENCE OF GREEN MARKETING ORIENTATION ON GREEN MARKETING PERFORMANCE IN SME INDONESIA

GREEN INNOVATION AND GREEN COMPETITIVE ADVANTAGE MEDIATE THE INFLUENCE OF GREEN MARKETING ORIENTATION ON GREEN MARKETING PERFORMANCE IN SME INDONESIA

Green Innovation, Green Competitive Advantage, Green Marketing Orientation, Green Marketing Performance

This study aims to analyze the relationship between green innovation and green competitive advantage mediating the influence of environmentally friendly marketing orientation on the performance of environmentally friendly marketing using the SEM-PLS analysis tool in Indonesian MSMEs. The target population of this study is consumers who have purchased or shown interest in environmentally friendly products in the Indonesian context. To collect the necessary data, the purposive sampling method will be used. This method allows the selection of participants based on certain criteria relevant to the purpose of the study. A total of 200 individuals who are consumers of environmentally friendly products in Indonesia will be selected as respondents. The results of this study Green Innovation (GI) has a significant effect on Environmental Marketing Performance (EMP). Green Marketing Orientation (MO) has a significant effect on Environmental Marketing Performance (EMP). Green Marketing Orientation (MO) has a significant effect on Green Competitive Advantage (GCA). Green Marketing Orientation (MO) has a significant effect on Green Innovation (GI). Green Marketing Orientation (MO) has a significant effect on Environmental Marketing Performance (EMP) through on Green Competitive Advantage (GCA). Green Marketing Orientation (MO) has a significant effect on Environmental Marketing Performance (EMP) through Green Innovation (GI).

Viajeng Purnama Putri1, Dicky Wisnu Usdek Riyanto2

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023-12-20

peri irawan

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