Published date: Oct 15 2024

Journal Title: KnE Social Sciences

Issue title: 8th International Conference on Sustainability (8th ICoS): Sustainable Economics

Pages: 418–435

DOI: 10.18502/kss.v9i29.17273

Rizqi Rahmawatirizqi.rahmawati@unmer.ac.idEconomics Doctoral Program, University of Merdeka Malang, Malang, Indonesia

Widji AstutiEconomics Doctoral Program, University of Merdeka Malang, Malang, Indonesia

Fajar SupantoEconomics Doctoral Program, University of Merdeka Malang, Malang, Indonesia

Protecting the environment has turned into a competitive market problem, affecting the success of small businesses. Much research has been done on the direct links between green entrepreneurial orientation, green market orientation, green innovation, and SME success. However, few studies look at the indirect links through the lens of green innovation. This study aims to find out if green market orientation and green entrepreneurial orientation impact the success of small and medium-sized businesses. PLS-SEM is used to test the theories quantitatively. Conversations with Batik SME business owners in Ponorogo City were used to gather data. Thirty people took part in this study. The results show that green market orientation and green entrepreneurial orientation have both direct and indirect effects on the success of small businesses. Green innovation also has a direct impact on the success of small and medium-sized enterprises, as well as affects green business orientation and green market orientation.

Keywords: green entrepreneurial orientation, green market orientation, green innovation, SME performance

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