Green Marketing Mix as a Competitive Advantage Strategy in Improving the Marketing Performance of MSMEs in Indonesia
DOI:
https://doi.org/10.30998/sosioekons.v18i2.4357Keywords:
Green Marketing; Competitive Advantage; MSMEs; Sustainability; Marketing Performance.Abstract
This research aims to investigate whether the green marketing mix (green product, price, place, and promotion) is associated with the competitive advantage and marketing success of micro, small, and medium-sized enterprises (MSMEs) in Indonesia. The methodology employed quantitative data collection from 100 MSMEs in the Jabodetabek region, using Structural Equation Modeling (SEM) in SmartPLS. The results showed that the green product (β=0.277, p=0.021) and the green price (β=0.481, p=0.004) positively influenced competitive advantage while the green place (β=0.173, p=0.338) and green promotion (β=0.238, p=0.054) did not. Regarding the impact of the green marketing mix on marketing success, the result showed that the green price had possitive effects (β=0.405, p=0.005). At the same time, there where no statistically significant positive effects from the green product (p=0.202), green place (p=0.728), and green promotion (p=0.061). The result also indicated that competitive advantage mediated the relationships between green price (VAF=57.3%) and green product (VAF=74.4%) and marketing performance. Still, it did not mediate the relationships between green place and green promotion and marketing performance. Still, it did not mediate the relationships between green place and green promotion and marketing performance.
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