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

Putri, Viajeng Purnama and Riyanto, Dicky Wisnu Usdek (2023) GREEN INNOVATION AND GREEN COMPETITIVE ADVANTAGE MEDIATE THE INFLUENCE OF GREEN MARKETING ORIENTATION ON GREEN MARKETING PERFORMANCE IN SME INDONESIA. INTERNATIONAL JOURNAL OF ECONOMICS, BUSINESS AND ACCOUNTING RESEARCH (IJEBAR), 7 (4). pp. 1574-1585. ISSN P-ISSN : 26224771 E-ISSN : 26141280

[thumbnail of Putri Riyanto - Green Innovation Green Competitive Advantage Green Marketing.pdf]
Preview
Text
Putri Riyanto - Green Innovation Green Competitive Advantage Green Marketing.pdf

Download (572kB) | Preview
[thumbnail of Similarity - Putri Riyanto - Green Innovation Green Competitive Advantage Green Marketing.pdf]
Preview
Text
Similarity - Putri Riyanto - Green Innovation Green Competitive Advantage Green Marketing.pdf

Download (3MB) | Preview

Abstract

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 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).

Item Type: Article
Keywords: Green Innovation, Green Competitive Advantage, Green Marketing Orientation, Green Marketing Performance
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: mufidah91 Ulfatul Mufidah
Date Deposited: 21 Feb 2024 04:44
Last Modified: 21 Feb 2024 04:44
URI: https://eprints.umm.ac.id/id/eprint/4216

Actions (login required)

View Item
View Item