Green Marketing Orientation dan Green Investment terhadap Economic Performance: Peran Mediasi Green Innovation

Syifa Gesi Aselia, Muhammad Ali Fikri

Abstract


Increasingly intense business competition pushes organisations to implement sustainable strategies to maintain economic performance and environmental aspects. Green marketing orientation and green investment serve as the main organisational strategies in improving economic performance, but their effectiveness depends on the success of green innovation. This study aims to analyse the influence of green marketing orientation and green investment on economic performance with green innovation as a mediating variable in Small and Medium Enterprises (SMEs) in the batik sector in Yogyakarta. This study uses a quantitative approach with the SEM-PLS method on 114 SME owners in the batik sector. The results show that green marketing orientation has a positive effect on economic performance, green investment does not have a positive effect on economic performance, green marketing orientation has a positive effect on green innovation, green investment has a positive effect on green innovation, green innovation has a positive effect on economic performance, green innovation mediates the positive effect of green marketing orientation on economic performance, and green investment mediates the positive effect of green marketing orientation on economic performance. These findings confirm the strategic role of green innovation in enhancing sustainable economic performance, recommending the strengthening of innovation capacity and green funding support for SMEs in the batik sector.

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DOI: https://doi.org/10.52643/jam.v16i2.7267

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