Agusdin, Agusdin and Lalu Edy, Herman Mulyono and Handry, Sudiartha Athar and Lalu M., Furkan (2023) Does Green Entrepreneurship Orientation Affect to Marketing Performance? Quality - Access to Success, 24 (195). pp. 286-294. ISSN 1582-2559
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Abstract
This study stems from the controversy of the previous researches on the effect of entrepreneurship orientation to the marketing performance improvement, whilst, some other researchers found no effect. Currently, environmental issue is both opportunity and challenge as well for any company including Small and Medium Enterprises (SMEs) in Indonesia in developing their business to be more accurately in combining the environmental issues and their business sustainability. The purpose of this study is to bridge the research gap of green entrepreneurship orientation on the marketing performance improvement which is mediated by green product development. The data collection was done by survey method through structured questionnaires with a ten-point of likert scale. The questionnaires were gathered from 150 respondents, the owners or managers of SMEs of eco-friendly batik industry in Yogyakarta, and were analyzed with Structural Equation Model (SEM). The results show that green knowledge creation affects green innovation capability, green entrepreneurship orientation affects green product development, green innovation capability affects green product development and affects marketing performance, but green product innovation capability has no effect on marketing performance.
| Item Type: | Article |
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| Keywords (Kata Kunci): | green entrepreneurship orientation, green product development, green knowledge creation, eco-innovation capability, marketing performance |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi |
| Depositing User: | Agusdin Agusdin |
| Date Deposited: | 04 Jul 2023 06:53 |
| Last Modified: | 04 Jul 2023 06:53 |
| URI: | http://eprints.unram.ac.id/id/eprint/40770 |
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