التفاصيل البيبلوغرافية
| العنوان: |
Does Green Entrepreneurship Orientation Affect to Marketing Performance? |
| المؤلفون: |
Agusdin, HERMAN, Lalu Edy, ATHAR, Handry Sudiartha, FURKAN, Lalu M. |
| المصدر: |
Quality - Access to Success; Jul2023, Vol. 24 Issue 195, p286-294, 9p |
| مصطلحات موضوعية: |
GREEN marketing, EVIDENCE gaps, MARKET orientation, GREEN products, MARKETING, STRUCTURAL equation modeling |
| مصطلحات جغرافية: |
YOGYAKARTA (Indonesia), INDONESIA |
| مستخلص: |
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. [ABSTRACT FROM AUTHOR] |
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